Dela Fransiska A, Ike Janita Dewi


This research aims to examine the influence of consumer psychographic characteristics (purchase experience, consumer innovativeness, vanity seeking, and variaty seeking behavior) on attitudes towards makeup tutorial videos, the influence of attitude towards on makeup tutorial videos on brand image and the influence of brand image on purchase interest. Data was collected through a survey on 300 female respondents in Yogyakarta Special Region and Central Java, aged 15-45 years old. Data were analyzed using linear regression analysis. The results showed that purchase experience, vanity seeking behavior, and variety seeking behavior positively effect attitudes towards makeup tutorials video, while consumer innovativenes does not affect attitude towards makeup tutorial video. Attitudes towards makeup tutorials video positively effect brand image and brand image positively effect purchase intention.


purchase experience; consumer innovativeness; vanity seeking; variety seeking; attitude towards make-up tutorial videos; brand image; purchase intention

Full Text:



Alcaiz, E.B., C.R. Mafe, J.A. Manzano, and S.S. Blas. 2008. Influence of online shopping information dependency and innovativeness on internet shopping adoption. Online Information Review 32 (5): 648- 667.

Ferdinand, Augusty. 2002. Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.

Ghozali, Imam. 2007. Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.

Goldsmith, R. E., and Flynn. 1992, Identyfying innovators in consumer product markets, European Journal of Marketing Theory and Practice 10: 22-28.

Goldsmith, R. E. 2002. Explaining and predicting consumer intention to purchase over the internet: An exploratory study. Journal of Marketing Theory and Practice 10: 22-28.

Hurt, H. T., K. Joseph, and C. D. Cook. 1977. Scales for the measurement of innovativeness. Human Communication Research 5: 58-65.

Kamolwan, Tovikkai, and Wiwatchai Jirawattananukool. 2010. An Exploratory Study on Young Thai Women: Consumer Behavior toward Purchasing Luxury Fashion Brands. Mlardalen University Sweden.

Kotler, Philip and Kevin Lane Keller. 2012. Marketing Management. 14EEdition.NewJersey: Prentice Hall.

Leavitt, C., and J. R. Walton. 1975. Development of a scale for innovativeness. In Mary Jan Schlinger (Ed.), Advances in Consumer Research 2: 545-554. Provo: Association of Consumer Research.

Leavitt, C., and J. R. Walton. 1988. Opennes of information processing as a moderator of message effects on behavior. Working paper. College of Business Administration, Ohio State University.

Lidyawati. 2008. Hubungan antara Intensitas Menonton Iklan di Televisi dengan Perilaku Konsumtif. Skripsi (tidak diterbitkan). Surakarta: Fakultas Psikologi UMS.

Netemeyer, Ricard G., Burton Scot, and Donald R. Lichtenstein. 1995, Trait Aspects of Vanity: Measurement and Relevance to Consumer Behaviors, Journal of Consumer Research. Vol. 21, No. 4, pp. 612-626.

Nirmala, Ratih Puspa dan Ike Janita Dewi. 2011, The effect of Shopping Orientations, Consumer Innovativeness, Purchase Experience, and Gender on Intention to Shop for Fashion Products Online, Gadjah Mada International Journal of Business, Vol. 13, No. 1, pp. 65-83.

Schssler, N. 2011. Psychometric Scales For Risk Propensity Environmentalism and Variety Seeking. Lausanne: EPF.

Seock, Y.K. 2003. Analysis of clothing website for young customer retention based on a model of customer relationship management via the internet. Unpublished dissertation. Faculty of theVirginia Polytechnic Institute and State University

Tellis, Gerard J., Yin, E., and Bel, Simon. (2009), Global Consumer Innovativeness: Cross Country Differences and Demographic Commonalities, Journal of International Marketing, Vol. 17, No. 2, 2009, pp. 122.

. 08 Agustus 2017, 17:00 WIB. Diakses tanggal 16 September2018.



  • There are currently no refbacks.

Copyright (c) 2018 Dela Fransiska A, Ike Janita Dewi

EXERO indexed by: