Consultant

Group
We loyally support your
business like a Royal!
 Luthvia Yusuf
Rahmanisa Warti
Hanafi Indah
Hasna Aslama
Reswara Dyah

Our Staff
Our Mission is...
Influence of Youtube
reviewer on customer
Attittudes toward
Product
Simple Experiment, Interview, and Measurement
 ABOUT INFLUENCER

• The presence of digital forums can be a resource to share and find more honest
and reliable information that help consumers in making purchase decisions
(O'Connor, 2015).
• Video blogs, also known as Vlogs, are blogs that contain post material in the
form of videos (Widodo & Mawardi, 2017).
• Vlogger as Electronics Word of Mouth (eWOM) which means someone or group
can help and express opinions about products or services. (Widodo & Mawardi,
2017).
• Beauty vlogger is someone who makes and uploads videos related to beauty.
Usually provide reviews on what products are used, share tips, and experience
that is felt using the product. How can the product be used optimally, whether
the product is suitable for use, and what are the advantages and disadvantages
of the product. (Widodo & Mawardi, 2017).

6
 Annual beauty-related content views on YouTube from 2009 to
2018 (in billions)

This statistic presents the amount of

beauty-related content views per year
on YouTube. In 2018, beauty-related
content generated more than 169
billion views. Popular types of
YouTube beauty content include
tutorials and DIY videos, reviews, haul
videos and videos produced by beauty
vloggers. As of June 2016, more than
5.3 million beauty videos were
published on the online video platform.
(statistia,2019)
https://www.statista.com/statistics/294655/youtube-monthly-beauty-content-views/

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 Molita Lin!
• Youtube Beauty Vlogger
• Brand Ambassador of LUX
• 610.007 Youtube
subscribers
Maybelline
Powder Mattes

“Color Sensational Powder Matte creates the most in-trend

MATTITUDE look with silky yet powdery finishing in a NY
minute. 2 times saturated powder pigments to provide
intense color payoff instanting and rich honey nectar in the
formula to prevent from dryness which occurs in many
classis matte lipsticks.”
–Maybelline

9
Does influencer really
affect customers attitude
toward product?
Our mission is to find out whether
influencer/vlogger can affect customers
attitude toward product through their
reviews of the product
What we did?
These are what we did to get our result!

Simple Experiment
44 We gave our participant ”intention-to-
Participants buy” scale as pre-test. Then, we asked
them to watch a video about product
38 & 3 review and to give opinion about it. Last,
College students & students we gave the same scale as post-test.

1
employee Interview
We asked our participants about the video,
about their opinion toward product, about
1 how the vlogger reviewed the product,
enterpreneur about what they like and dislike about the
whole content.

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Results!
Post-test!
Pre-test!

6.8% 6.5% 9.1%

2.2%
22.7% 8.7%
19.6% 9.1% 11.4%
47.7% 28.3% 50% 52.3%
20.5% 20.5%
23.9%
25% 40.9% 6.5% 6.8%
6.5%
Their chances to buy Intention to buy the Their chances to buy
Intention to buy the
the product product the product
product
47.7% uncertain 40.9% uncertain whether they 50% likely 52.3% probably will buy it
will buy it or not
23.9% likely 28.3% uncertain 20.5% uncertain whether they will
22.7% probably will buy it buy it or not
19.6% unlikely 8.7% very likely
20.5% probably won’t buy it 11.4% probably won’t buy it
6.5% very likely 6.5% unlikely
9.1% definitely will buy it 9.1% definitely won’t buy it
2.2% very unlikely 6.5% very unlikely
6.8% definitely won’t buy it 6.8% definitely will buy it
Good Product Quality Poor Product Quality

Attractive Product Not Attractive Product

Not Attractive Packaging Various Shades Collection

Participants’ opinions
Affordable Price Worth to Buy

Well-known Makeup Brand

toward product that
reviewed by vlogger
After participants watched the video that we asked for,
9% they have to give opinions about the product that have
4% been reviewed in the video. Then, we categorized
opinions which have the same points and accumulised
the percentages.
18% 41%

4%
3%
2%
14% 5%

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 43% Good Delivery 21% Not Affected
Vlogger did a good Participant not affected
review about product by the review

14 % Video 22% Good Product

Good video quality Good product quality

Participant’s Opinions about the Product Review Video

We collected various opinions from participants regarding product review videos. Next,
we categorize these opinions and obtain four main categories.

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 How come?!

• Consumers who feel that the source of information has the knowledge and
expertise in delivering information, consumers will reconsider whether or
not the product is feasible to have (Widodo & Mawardi, 2017).
• Consumers who have received information about products from beauty
vlogger will have an interest in buying. This is because before consumers
have obtained information so that it can be input into consideration of
product selection.

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