ABSTRACT
Social media enables people to get information about a product more easily. One of them are online reviews by beauty vloggers on the social media channel YouTube. Purbasari is one of the local products that quite often became the object of material reviews by Indonesian beauty vloggers on YouTube. This study aims to explore online reviews by beauty vloggers, to get to know the buying interest of purple lipstick, and to learn the effect of online reviews by beauty vloggers on buying interest. Therefore, the method used is descriptive and verification. The respondents are hundred viewers of the Purbasari lipstick review video. The sampling technique of this research is purposive sampling where the criteria consist of women who know the Purbasari products and have watched Purbasari lipstick review video reviewed by an Indonesian beauty vlogger. The questionnaires are distributed through social media by using Google Form. The result of the research shows positive and significant influences of online reviews on the buying interest.
