Main Article Content
Abstract
Video content about cosmetic products that are trending and uploaded by YouTube influencers can have an impact on the tendency of YouTube users to do impulsive buying. This is done to modify the presentation of themselves in their environment. This study aims to examine the relationship between self-monitoring and impulsive buying of cosmetic products on YouTube users. Participants in this study involved 59 female YouTube users who actively watched cosmetic product video content on YouTube. Pearson Product Moment is used to test the hypothesis in this study. The results show that there is a relationship between self-monitoring and impulsive buying of cosmetic products on YouTube users. YouTube users with high self-monitoring tend to do impulsive buying to try out the trendy cosmetic products included in video content on YouTube. YouTube users with low self-monitoring tend to rate cosmetic products included in YouTube's video content in terms of quality. Therefore, the purchase decision is based on consideration of the quality and need for these cosmetic products.