Objective - This study aims to propose a conceptual model of how the influence of beauty vlogger content affects purchase intentions on local brand beauty products in Indonesia with brand image as a mediating variable.

Methodology/Technique - Purposive sampling is used with 100 respondents distributed online via Google forms. A path analysis technique is used.

Finding - The study findings show that beauty vlogger content influence brand image but does not influence the purchase intentions on local brand beauty products in Indonesia. Brand image is a mediating variable between beauty vlogger content and purchase intentions on local brand beauty products in Indonesia.

Novelty - The development of beauty vloggers in Indonesia is growing rapidly, but the study of beauty vlogger content is still scarce and only examines the effect of vloggers on purchase intentions, not on the brand image.

Type of Paper - Empirical

Keywords: Vlogger; Beauty Vlogger Content; Purchase Intention; Local Brands in Indonesia.

JEL Classification: M15, M31, M37.

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol4.4_4.html

DOI: https://doi.org/10.35609/jmmr.2019.4.4(4)

Pages 254 – 259