BEAUTY VLOGGER AS A MODERATOR FOR THE INFLUENCE OF BRAND IMAGE ON PURCHASING DECISIONS WARDAH COSMETICS IN SURABAYA 

            Penelitian ini bertujuan mengetahui 1) pengaruh citra merek terhadap keputusan pembelian kosmetik wardah di Surabaya, 2) pengaruh beauty vlogger sebagai variabel moderasi citra merek terhadap keputusan pembelian kosmetik wardah di Surabaya. Jenis penelitian  ini yakni penelitian deskriptif kuantitatif. Pengambilan sample dengan teknik purposive sampling. Instrumen yang digunakan yakni kuesioner yang disebarkan secara online. Populasi penelitian ini yakni konsumen  wanita pengguna kosmetik wardah di Surabaya. Peneliti mengambil 100 orang sampel berdasarkan rumus Wibisono. Teknik analisis yang digunakan yakni uji Moderated Regression Analysis (MRA). Hasil penelitian yakni variabel citra  merek berpengaruh terhadap keputusan pembelian. Variabel beauty vlogger tidak memoderasi variabel citra merek terhadap keputusan pembelian.

The Purpose of the research is  1) the effect of brand image to purchase decision wardah cosmetics in Surabaya, 2) the effect of beauty vlogger as moderating variabel brand image to purchase decision wardah cosmetics in Surabaya. This type of this research is descriptive quantitative. Technique sampling method use  purposive sampling. Instrument of this research is questionnaire online distributed. Population of this research is wardah cometics user femalae consumer in Surabaya. Researches took 100 sampel based of Wibisono formula. Technique analysis used Moderated Regression Analysis (MRA) test. The result of the research is brand image variable  has a effect of purchase decisions. Beauty Vlogger  variable is not moderating  brand image to purchase decisions