Al-Kharaj: Jurnal Ekonomi.
Keuangan & Bisnis Syariah Vol 7 No 11 .
4265-4272 P-ISSN 2656-2871 E-ISSN 2656-4351 DOI: 10.
47467/alkharaj.
The Influence of Youtube Beauty Vloggers on Cosmetic Consumer Decisions with User Generated Content as A Moderating Variable Anggi Oktawiranti1*.
Raditya Suksmaneng Daru2.
Gusti Noorlitaria Achmad3.
Asnawati4.
Saida Zainurossalamia ZA5 Universitas Widya Gama Mahakam Samarinda.
Indonesia12 Universitas Mulawarman.
Indonesia345 Correspondence Author: anggi.
oktawiranti@uwgm.
ABSTRACT
This research is a quantitative study with an explanatory approach, an approach that places previous research as a mainstay for creating, modifying, and proving the hypotheses in this article.
The data used in this study is primary data obtained by the researcher from one hundred and fifty consumers of Athena and MAXI cosmetics spread throughout Indonesia.
The data obtained was analyzed using the smart PLS 4.
0 analysis tool.
The conclusion in this article show that the hypothesis that the researcher formulated in this article, namely the YouTube Beauty Vlogger variable can have a positive relationship direction and a significant influence on Cosmetic Consumer Decisions and the User Generated Content variable can also moderate the influence of the YouTube Beauty Vlogger variable on Cosmetic Consumer Decisions.
From the first row above, it shows that the first hypothesis in this article can be accepted because the P-Values value is positive and is below the 0.
05 significance level, namely 0.
These results indicate that YouTube Beauty Vlogger can make products more famous, wider market share, and increasing demand for cosmetic products.
In addition, the second hypothesis in this article can also be accepted because the same thing is the P-Values value is positive and below the 0.
05 significance Thus, it can be concluded that the first and second hypotheses in this article can be accepted and proven.
Keywords: Youtube Beauty Vloggers.
Cosmetic Consumer Decisions.
User Generated Content
INTRODUCTION
A beauty vlogger is someone who creates and uploads videos about beauty.
Beauty here is defined as the vlogger's use of skincare, makeup, and other beauty Therefore, it can be said that a beauty vlogger is an individual or group that creates vlogs to recommend and review beauty products and the products they use.
By promoting beauty vloggers as a widely used promotional medium to attract consumers, companies believe that beauty vloggers can re-invigorate the brand's popularity and increase brand awareness among consumers through videos displayed on their YouTube channels.
Beauty vloggers' skills will increase public confidence in the products they offer.
The trust, expertise, and attractiveness of beauty vloggers will indirectly influence purchasing decisions (Malau, 2.
Having beauty vloggers as a reference group can help beauty product companies market their products.
Companies operating in the fashion and beauty sectors have begun using beauty vloggers as a platform to promote their products.
4265 | Volume 7 Nomor 11 2025 Al-Kharaj: Jurnal Ekonomi.
Keuangan & Bisnis Syariah Vol 7 No 11 .
4265-4272 P-ISSN 2656-2871 E-ISSN 2656-4351 DOI: 10.
47467/alkharaj.
The emergence of beauty vloggers has enabled companies to gain public attention.
Beauty vloggers are beauty influencers who share information, teach specific skills, and demonstrate how-tos through video clips posted on YouTube.
Beauty vloggers specifically share tips and educate viewers about beauty (P.
Kotler, 2.
There are several important factors that must be met in order to be a beauty vlogger, namely as follows (Veranita et al.
, 2.
: 1.
Message Appeal 2.
Positive Attitude 3.
Credibility of a Beauty Vlogger.
The indicators of Beauty vlogger according to Ananda and Wandebori .
in (Philip, 2.
are: 1.
Attractiveness: In terms of attractiveness, this is related to the attractiveness of the spokesperson influencing persuasive communication that occurs through a process called identification.
This process occurs when consumers accept an attractive spokesperson simply because consumers want to identify with him.
That is, through this identification, account owners adopt behaviors, attitudes, or preferences.
When viewers get something interesting about a beauty vlogger, such as a good physical appearance and attractive non-physical character.
Then, it will have an impact on the audience's interest in the content presented by the beauty vlogger as well as supporting advertising on the products presented (Fitri, 2.
Trustworthiness: Shimp .
in (P.
Kotler, 2.
argues that Trustworthiness is a feeling of confidence that leads to honesty, integrity, and trustworthiness of the source.
Each brand endorsement varies in the degree to which the audience has confidence in what they say.
Therefore, the way a beauty vlogger conveys information is always seen first and considered by viewers.
The audience will observe whether the beauty vlogger is honest in reviewing a The indicators of Trustworthiness include honesty, sincerity, and Expertise: .
The ability of a beauty vlogger to convince the audience through their expertise based on product reviews conducted through their YouTube account.
A beauty vlogger in providing information must have knowledge or experience related to a particular product.
Someone with this expertise will be more persuasive in attracting consumers.
Indicators of Expertise include knowledge, experience (P.
Kotler, 2.
Based on the explanation above, the researcher believes that YouTube Beauty Vlogger can have a positive relationship and a significant influence on Purchase Decisions.
Several previous studies (Anggraini, 2.
(Putra, 2.
& (SAR, 2.
show that the Beauty Vlogger variable can have a positive relationship and a significant influence on Purchase Decisions.
Unlike the studies (Anggraini, 2.
(Putra, 2.
& (SAR, 2.
, this article adds the User Generated Content variable as a moderating variable.
4266 | Volume 7 Nomor 11 2025 Al-Kharaj: Jurnal Ekonomi.
Keuangan & Bisnis Syariah Vol 7 No 11 .
4265-4272 P-ISSN 2656-2871 E-ISSN 2656-4351 DOI: 10.
47467/alkharaj.
REASERCH METHODS
Figure 1
Model
YBV
CCD
UGC
Noted:
YBV: Youtube Beauty Vlogger CCD: Cosmetic Consumer Decisions UGC: User Generated Content Hypothesis:
H1: The Influence of Youtube Beauty Vlogger on Cosmetic Consumer Decisions H2: User Generated Content Can Moderates The Influence of Youtube Beauty Vlogger on Cosmetic Consumer Decisions The first figure above shows that the YouTube Beauty Vlogger variable can have a positive relationship and a significant influence on Cosmetic Consumer Decisions (Liling et al.
, 2.
The objectives stated by the researcher in the first line above are in line with the research of (Anggraini, 2.
(Putra, 2.
& (SAR, 2.
The only difference lies in the addition of the User Generated Content variable as a moderating variable (Jonathan Sarwono, 2.
This research is a quantitative study with an explanatory approach, an approach that places previous research as a mainstay for creating, modifying, and proving the hypotheses in this article (Sugiyono, 2.
The data used in this study is primary data obtained by the researcher from one hundred and fifty consumers of Athena and MAXI cosmetics spread throughout Indonesia (Hartiningtyas dan Assegaf, 2.
The data obtained was analyzed using the smart PLS 4.
0 analysis tool, with a more complete explanation below (Anugerah, 2.
RESULT AND DISCUSSION
Background Analysis A beauty vlogger is someone who creates and uploads videos about beauty.
Beauty here is defined as the vlogger's use of skincare, makeup, and other beauty Therefore, it can be said that a beauty vlogger is an individual or group that creates vlogs to recommend and review beauty products and the products they use.
By promoting beauty vloggers as a widely used promotional medium to attract consumers, companies believe that beauty vloggers can re-invigorate the brand's popularity and increase brand awareness among consumers through videos displayed on their YouTube channels.
Beauty vloggers' skills will increase public confidence in the products they offer.
The trust, expertise, and attractiveness of beauty vloggers will indirectly influence purchasing decisions (Malau, 2.
4267 | Volume 7 Nomor 11 2025 Al-Kharaj: Jurnal Ekonomi.
Keuangan & Bisnis Syariah Vol 7 No 11 .
4265-4272 P-ISSN 2656-2871 E-ISSN 2656-4351 DOI: 10.
47467/alkharaj.
Having beauty vloggers as a reference group can help beauty product companies market their products.
Companies operating in the fashion and beauty sectors have begun using beauty vloggers as a platform to promote their products.
The emergence of beauty vloggers has enabled companies to gain public attention.
Beauty vloggers are beauty influencers who share information, teach specific skills, and demonstrate how-tos through video clips posted on YouTube.
Beauty vloggers specifically share tips and educate viewers about beauty (P.
Kotler, 2.
There are several important factors that must be met in order to be a beauty vlogger, namely as follows (Veranita et al.
, 2.
: 1.
Message Appeal 2.
Positive Attitude 3.
Credibility of a Beauty Vlogger.
The indicators of Beauty vlogger according to Ananda and Wandebori .
in (Philip, 2.
are: 1.
Attractiveness: In terms of attractiveness, this is related to the attractiveness of the spokesperson influencing persuasive communication that occurs through a process called identification.
This process occurs when consumers accept an attractive spokesperson simply because consumers want to identify with him.
That is, through this identification, account owners adopt behaviors, attitudes, or preferences.
When viewers get something interesting about a beauty vlogger, such as a good physical appearance and attractive non-physical character.
Then, it will have an impact on the audience's interest in the content presented by the beauty vlogger as well as supporting advertising on the products presented (Fitri, 2.
Trustworthiness: Shimp .
in (P.
Kotler, 2.
argues that Trustworthiness is a feeling of confidence that leads to honesty, integrity, and trustworthiness of the source.
Each brand endorsement varies in the degree to which the audience has confidence in what they say.
Therefore, the way a beauty vlogger conveys information is always seen first and considered by viewers.
The audience will observe whether the beauty vlogger is honest in reviewing a The indicators of Trustworthiness include honesty, sincerity, and Expertise: .
The ability of a beauty vlogger to convince the audience through their expertise based on product reviews conducted through their YouTube account.
A beauty vlogger in providing information must have knowledge or experience related to a particular product.
Someone with this expertise will be more persuasive in attracting consumers.
Indicators of Expertise include knowledge, experience (P.
Kotler, 2.
Based on the explanation above, the researcher believes that YouTube Beauty Vlogger can have a positive relationship and a significant influence on Purchase Decisions.
Several previous studies (Anggraini, 2.
(Putra, 2.
& (SAR, 2.
show that the Beauty Vlogger variable can have a positive relationship and a significant influence on Purchase Decisions.
Unlike the studies (Anggraini, 2.
(Putra, 2.
& (SAR, 2.
, this article adds the User Generated Content variable as a moderating variable.
Validity Test The first stage is the validity test, which serves to validate the data obtained in this article.
The data obtained in this study came from one hundred and fifty Athen 4268 | Volume 7 Nomor 11 2025 Al-Kharaj: Jurnal Ekonomi.
Keuangan & Bisnis Syariah Vol 7 No 11 .
4265-4272 P-ISSN 2656-2871 E-ISSN 2656-4351 DOI: 10.
47467/alkharaj.
and MAXI consumers across Indonesia.
To determine the validity of this data, the following are the results of the validity test in this article (Ghozali, 2.
Table 1
Validity Test
Variable Question Item
Loading Factor
YouTube Beauty Vloggers Youtube Beauty Vlogger
Can Increase Demand for (X) Cosmetic Products YouTube Beauty Vloggers Can Influence Purchasing Decisions YouTube Beauty Vloggers Can Expand the Cosmetics Market Share
YouTube Beauty Vloggers Can Influence Cosmetic Consumer Cosmetics Consumer Decisions Decisions Can Be (Y) Influenced by YouTube Beauty Vloggers Cosmetics Consumer Decisions Can Be Influenced by the Increasing Cosmetics Market Share
Cosmetics Consumer Decisions Can Be Influenced by UserGenerated Content
Cosmetics Consumer Decisions Can Be Influenced by the Product's Popularity User Generated Content
User-Generated Content
(Z)
Can Influence Cosmetic Consumer Decisions User-Generated Content Can Strengthen the Influence of YouTube Beauty Vloggers on Cosmetic Consumer Decisions 4269 | Volume 7 Nomor 11 2025 Al-Kharaj: Jurnal Ekonomi.
Keuangan & Bisnis Syariah Vol 7 No 11 .
4265-4272 P-ISSN 2656-2871 E-ISSN 2656-4351 DOI: 10.
47467/alkharaj.
Valid > 0.
Reliability Test The phase sandwiched between the validity and path efficiency phases is the reliability phase.
This phase focuses on the variables used in this article: YouTube Beauty Vlogger.
Cosmetic Consumer Decisions, and User-Generated Content.
Based on this, the following are the reliability test results presented in this article (Sarstedt et al.
, 2.
Table 2 Reliability Test Variable Composite Cronbach Alfa Noted Reliability Youtube Beauty Reliable Vlogger Cosmetic Reliable Consumer Decisions User Generated Reliable Content Reliability Test > 0.
Path Coefisien The final stage is the path coefficient stage, which serves to prove the hypotheses developed by the researcher in this article or study.
The hypotheses the researcher intends are that the YouTube Beauty Vlogger variable can have a positive relationship and significant influence on Cosmetic Consumer Decisions, and the User Generated Content variable can moderate the influence of the YouTube Beauty Vlogger variable on Cosmetic Consumer Decisions.
Table 3 Path Coefisien Variable P-Values YBV->CCD UGC* YBV->CCD Noted Accepted Accepted Direct Influence Indirect Influence Significant Level < 0.
The results of the third table above show the hypothesis that the researcher formulated in this article, namely the YouTube Beauty Vlogger variable can have a positive relationship direction and a significant influence on Cosmetic Consumer Decisions and the User Generated Content variable can also moderate the influence of the YouTube Beauty Vlogger variable on Cosmetic Consumer Decisions.
From the first row above, it shows that the first hypothesis in this article can be accepted because the P-Values value is positive and is below the 0.
05 significance level, namely 4270 | Volume 7 Nomor 11 2025 Al-Kharaj: Jurnal Ekonomi.
Keuangan & Bisnis Syariah Vol 7 No 11 .
4265-4272 P-ISSN 2656-2871 E-ISSN 2656-4351 DOI: 10.
47467/alkharaj.
These results indicate that YouTube Beauty Vlogger can make products more famous, wider market share, and increasing demand for cosmetic products.
addition, the second hypothesis in this article can also be accepted because the same thing is the P-Values value is positive and below the 0.
05 significance level.
Thus, it can be concluded that the first and second hypotheses in this article can be accepted and proven.
CONCLUSION
The results of the third table above show the hypothesis that the researcher formulated in this article, namely the YouTube Beauty Vlogger variable can have a positive relationship direction and a significant influence on Cosmetic Consumer Decisions and the User Generated Content variable can also moderate the influence of the YouTube Beauty Vlogger variable on Cosmetic Consumer Decisions.
From the first row above, it shows that the first hypothesis in this article can be accepted because the P-Values value is positive and is below the 0.
05 significance level, namely These results indicate that YouTube Beauty Vlogger can make products more famous, wider market share, and increasing demand for cosmetic products.
addition, the second hypothesis in this article can also be accepted because the same thing is the P-Values value is positive and below the 0.
05 significance level.
Thus, it can be concluded that the first and second hypotheses in this article can be accepted and proven.
4271 | Volume 7 Nomor 11 2025 Al-Kharaj: Jurnal Ekonomi.
Keuangan & Bisnis Syariah Vol 7 No 11 .
4265-4272 P-ISSN 2656-2871 E-ISSN 2656-4351 DOI: 10.
47467/alkharaj.
REFERENCES