PENGARUH INTENSITAS MENONTON CHANNEL YOUTUBE RACHEL GODDARD TERHADAP SIKAP KONSUMEN PADA BRAND KOSMETIK PIXY

A beauty vlogger is someone who creates and uploads videos about beauty to social media, one of which is YouTube. Beauty here is defined as what is used in connection with skin care, make-up, or other beauty tools by vloggers. Along with current developments, consumers can take advantage of technological advances in obtaining product reviews that they will buy through beauty vloggers. This study aims to analyze how much influence the intensity of watching Rachel Goddard's youtube channel on consumer attitudes towards the Mizzu Highlighter Canggu 2.0 beauty product. This type of research is quantitative with a correlational approach. Methods of data collection using questionnaires and document studies. The sample in this study is 400 subscribers from Rachel Goddard's Beauty Vlogger YouTube channel. Then the data were analyzed using a simple linear regression test formula. The results of this study indicate that there is a significant influence between the intensity of watching Rachel Goddard's Beauty Vlogger YouTube channel on consumer attitudes towards customers. Judging from the t-count value of 8.945 > ttable (1.960) and the significance value of 0.000 <0.05 and the regression coefficient value of 0.346 which has a positive direction. In table 3.5, there is also a coefficient of determination of 0.417 which means the intensity of watching Rachel Gooddard's YouTube Beauty Vlogger channel contributes 41.7% to consumer attitudes towards subscribers, while the remaining 58.3% is influenced by other factors such as the credibility of the beauty vlogger, family , direct experience, peer group (Peer Group Influences).