Analysis of Homophily, Emotional Attachment, and Expertise towards Vloggers' Popularity and Viewers Purchasing Decisions in Beauty Products Industry

Adela Khairunnisa Nugraha, Anna Amalyah Agus

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

This study examines the influence of homophily, expertise, and emotional attachment to the popularity of vloggers and ultimately examines the effect of emotional attachment, vlogger popularity, and expertise on the purchase intention of recommended beauty products by focusing on beauty vlogger Tasya Farasya. Homophily itself is divided into four dimensions including attitude, background, morals, and appearance. This study uses a descriptive research design conducted in a single-cross sectional through the distribution of questionnaires online to respondents. The target respondents of this study were Indonesian women aged 15 years and over and had watched the YouTube video of Tasya Farasya (n = 430). The data obtained processed using the statistical method of Structural Equation Modeling (SEM) using LISREL 8.80 software. The results of this research showed that almost all dimensions of homophily (attitude, values, appearance) are significantly have a positive impact the emotional attachment. On the other hand, all dimensions of homophily does not have a significant positive impact on vloggers' popularity. Then, emotional attachment and expertise also found have a significant positive impact to vloggers' popularity. In last, researcher found that emotional attachment and expertise are significantly have a positive impact the purchase intentions of viewers while vloggers' popularity does not.

Original languageEnglish
Title of host publication2020 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020
EditorsIndra Hermawan, Muhammad Yusuf Bagus Rasyidin, Malisa Huzaifa, Iklima Ermis Ismail, Asep Taufik Muharram, Anggi Mardiyono, Noorlela Marcheeta, Dewi Kurniawati, Ade Rahma Yuly, Ariawan Andi Suhanda
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages13-18
Number of pages6
ISBN (Electronic)9781728182476
DOIs
Publication statusPublished - 15 Sep 2020
Event3rd International Conference on Computer and Informatics Engineering, IC2IE 2020 - Depok, Indonesia
Duration: 15 Sep 202016 Sep 2020

Publication series

Name2020 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020

Conference

Conference3rd International Conference on Computer and Informatics Engineering, IC2IE 2020
Country/TerritoryIndonesia
CityDepok
Period15/09/2016/09/20

Keywords

  • beauty vlogger
  • emotional attachment
  • expertise
  • homophily
  • purchase intention
  • social media marketing
  • vloggers' popularity

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