Ginsan Sarashadi, Amina Sukma Dewi


This study aimed to determine the effect of  vlogger  in ads that can lead in to consumers' purchasing intentions. Sample of this study was taken by purposive sampling method, with 206 respondents. Criteria of the samples in this study are women who lived in Solo, aged 18 years or older, knowing or ever watch vlogs, and have never bought beauty products wich has been advertised by the vlogger. The results using Structural Equation Model Smart PLS 2 shows that vlogger's attractiveness, vlogger's trustworthiness and expertise of a vlogger have a positive effect on attitudes toward advertising. The result also shows that the attitudes toward advertising also affect positively on consumer purchase intentions. According to this research, marketer should hire a vlogger endorser in order to promoting their product, because it is a pretty effective way for marketers to capture the potential market for their product. Limitations in this study are the setting of places in this study are only focused  on the Region of Solo  and the number of samples are  only 206 people, making it difficult to generalize the results of this study.

Full Text:



Advertising, Promotion, and other aspects of Integrated Marketing Communications, 8th ed., USA: South Western, Advertising – Sales – Promotion - Shimp (diakses pada 17 September 2016, Pukul 19.44 WIB)

Avery, Rosemary. 1998. Persuasive Communication. ig/imc06.htm (Diakses pada 17 Oktober 2016, Pukul 18.47 WIB)

Biehal, Gabriel; Stephen, Debra; dan Curlo, Eleonora. 1992 . Attitude Toward the Ad Brand Choice. Journal of Advertising, Vol. 11 No. 3, pp. 348-66

Blogmint. Platform Influencer Marketing Terkemuka di Asia, Lebarkan Sayap ke Indonesia. 2016. (diakses pada 23 mei 2016, Pukul 14.45)

Fishbein, M., dan Ajzen, I. 1975. Belief, attitude, intention and behavior: an introduction to theory and research, Reading, MA; Addison-Wesley; in Trafimov, David and Duran, Anne (1998), Some tests of the distinction between attitude and perceived behavioral control. The British of Journal of Social Psychology

Ghozali, Imam. 2011. Aplikasi Analisis Multivariate Dengan Program IBM. Semarang. Universitas Diponegoro.

Goldsmith, Ronald E; Lafferty, Barbara A.; dan Newell, Stephen J. .2000. The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands. Journal of Advertising.

Hadi, Sutrisno. 2004. Metodologi Research Jilid 3. Yogyakarta : Andi.

Hair, J. F; Anderson, R. E; Tatham, R. L.dan Black, W. C. 1998. Multivariate data analysis (5th ed.). Upper Saddle River, NJ: Prentice Hall International.Vol. 14 No.2, pp 405-14

Hofstede, G dan Bond, M. H. 1984. Hofstede’s culture dimension: An independent validation using Rokeach’s value survey. Journal of Cross-Cultural Psychology.

Hovland, C. I.; Janis, I. K dan Kelley, H. H. 1953. Communication and persuasion. New Haven. CT: Yale University Press

Hsu, Chung-kue, dan McDonald, Daniella. 2002. An ExaNiation on Multiple Celebrity Endorsers in Advertising. Journal of Product & Brand Management.

Indotelko. Pertumbuhan pengguna youtube di Indonesia. (diakses pada 20 mei 2016 Pukul 22.34WIB)

Kahle, Lynn R. dan Homer, Pamela M. 1985. Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research. Vol. 18 No. 7, pp. 1008-21

Kamins, Michael A. 1990. An investigation into the ‘match-up’ hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising.

Kotler, P., dan Keller, K.L. 2004. Manajemen Pemasaran, edisi 13, Jakarta: Erlangga.

Lacy, L. Dan ClickZ. Loreal debuts new make up line by yooutube michelle phan ( Diakses pada 18 Mei 2016, Pukul 17.46 WIB)

Menon, Mohan K; Boone, Louis E., dan Rogers, Hudson P. 2001. Celebrity Advertising: An Assessment of Its Relative Effectiveness.

O’Mahony, Sheila dan Meenaghan, Tony. 1997/1998. The Impact of Celeb-rity Endorsement on Consumers. Irish Marketing Review.

Ohanian, Roobina .1991. The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase. Journal of Advertising Research. Vol 20 No. 4 pp 57-70.

Ohanian, Roobina. 1990. Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, Vol 19 No. 3 pp 39-52.

Rumah youtube, pengertian vlogger. http:// (Diakses pada 4 Mei 2016 Pukul 21.35)

Sekaran,U. 1992. Research Method for Business : a Skill Building Approac Second Eddition. Singapore. John Wiley and Sons,Inc.

Shimp, T. A. 2003. Periklanan Promosi Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta: Erlangga.

Social Bakers, Penggunaan Vlogger di Indonesia 2016, (diakses 2 mei 2016 Pukul 23.15 WIB)

Solomon, Michael R.; shmore, Richard D; dan Longo, Laura C. 1992. The Beauty Match-Up Hypothesis: Congruence between Types of Beauty and Product Images in Advertising. Journal of Advertising.

Tannenhaus, M.K dan Truueswell, J.C. 2005. Eyemovement and Sppoken Langguage Comprehension. Handbook of Psycholinguistic. New Yourk. Elsevier Academic Press.

Wetzel,M ; Schroder, G.O dan Oppen,C.V. 2009. Using PLS Path Modelling for Assesing Hierarchical Construct Models : Guidline and Empirical Ilustrations. Maastricth University.

Wiryawan, D., dan Pratiwi, A., 2009. Analisis Pengaruh Selebriti Endorser Terhadap Brand Image pada Iklan Produk Kartu Prabayar XL Bebas di Bandar Lampung. Jurnal Bisnis dan Manajemen.


  • There are currently no refbacks.