Enhancing Purchasing Decisions through Beauty Vloggers: A Study on Scarlett Beauty Products

Abstract

Aims: This research aims to investigate the role of beauty vloggers, which consists of Attractiveness (X1), Trustworthiness (X2) and Expertise (X3), on Purchasing Decisions (Y) for Scarlett beauty products. Study Design:  The research type is associative quantitative, which is intended to determine the relationship between Attractiveness, Trust and Expertise on Purchasing Decisions, in terms of both partially and simultaneously. Place and Duration of Study: The research was conducted on Scarlett product users in Makassar, from December 2024 to February 2025. Methodology: The population in this study were female students of the Department of Management, Faculty of Economics and Business, Makassar State University. The determination of the number of samples used stratified sampling techniques and 88 respondents were obtained. The collection of data was carried out using questionnaire. The data analysis technique used is multiple linear regression analysis using SPSS and hypothesis testing using the F test and t test. Results: Beauty vloggers, which consist of Attractiveness, Trustworthiness and Expertise, together have a positive and significant effect on purchasing decisions, as seen from the F count value of 23.651 > F table 2.71. And the results of the t test calculation where the attractiveness variable obtained the t count 4.392 > t table 1.98861, so this can be said that the attractiveness variable is the most dominant variable influencing the dependent variable (Y), namely the purchase decision. Conclusion: From the 3 independent variables tested for their influence on purchasing decisions, only trustworthiness partially has a positive but insignificant effect. This indicates that although beauty vloggers have honesty, trustworthiness and the ability to convey good messages in the field of vlogs they make, this is not the main reason respondents in this study bought Scarlett products.