Perception of Beauty Vlogger Fatya Biya's Review Content Communication on the Brand Image of Wardah's Beauty Products through Social Media "Youtube"
Year: 2025
Type: article
Abstract: The purpose of this research is to find out how the perception of communication carried out by Fatya Biya supports the Wardah brand on YouTube media and to find out the response of viewers to the Wardah Brand conveyed by Fatya Biya. The research method uses descriptive research with a qualitative approach. Descriptive research aims to describe phenomena that occur in real and actual ways by describing facts systematically, factually and accurately. A qualitative approach is applied to collect data in natural settings and interpret the phenomena that occur, with the researcher as the key instrument. The results of qualitative research emphasize meaning rather than generalization. This research reveals that the content presented by Fatya Biya is very effective in influencing her followers' perceptions and purchasing behavior towards Wardah products.
Institution: Universitas Mercu Buana Yogyakarta
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4408221533