International Journal of Current Science Research and Review ISSN: 2581-8341 Volume 06 Issue 01 January 2023 DOI: 10.47191/ijcsrr/V6-i1-02, Impact Factor: 5.995 IJCSRR @ 2023 www.ijcsrr.org 9 * Corresponding Author: Agung Tri Wahyuningsih Volume 06 Issue 01 January 2023 Available at: ijcsrr.org Page No.-09-25 Indonesian Beauty Vloggers’ Use of English and Its Influence towards its Viewers’ Purchase Intention Hairus Salikin 1 , Agung Tri Wahyuningsih 2 , Sofya Poerwanta 3 1,2,3 English Department, Faculty of Humanities, Jember University ABSTRACT: Vlog or video blog is now booming along with the existence of YouTube. In Indonesia, YouTube is a third rank of most visiting website in Indonesia (https://www.alexa.com/topsites/countries/ID). This social media platform is advantageously employed to filming the actions which are easily accessed by public and it offers free video hosting which means vloggers may post unlimited videos without paying web hosting fees. Some vloggers perform videos for fun while others display for revenue generating through advertisements. Westenberg (cited in Subramani & Rajagopalan, 2003:302) mentions that YouTubers are influential in encouraging trial and adoption of new products and services. In line with Westenberg’s idea, Edward (2011:11) adds that “interactive advertising can be targeted in more sophisticated ways than print ads, we must recognize that power of social media as means of persuasion is far beyond that of another vehicle in which to serve advertising.” These two complementary propositions interest the researchers to conduct a deeper investigation about some vlogs on YouTube with the other variable of parameter, English use. The use of English gives efficacious consequence on advertisements. Biswal (2009:32) strongly mentioned that the use of two languages attracts consumers. Thus, capturing the four Indonesian beauty vloggers, assorted by the two who frequently insert some English codes and the other two who rarely interpolate them, as the object of research, this current investigation examines its use and influence towards viewers’ purchase intention. Questionnaire as helpful instrument is going to be delivered to viewers to see their purchase intention based on the indicators proposed by Schiffman and Kanuk (2009). The result shows that English codes do not significantly influence the viewers’ purchase intention. Viewers prefer beauty vlogs which are variously performed (not monotonous), humorously presented, and politely language-used. Besides, the content of the vlogs should be novel and honest. KEYWORDS: Beauty vlogger, English use, Viewers’ purchase intention INTRODUCTION Vlog which stands for video blog or video log puts trough video footage. A vlogger may post the video footage on any platform, either their own website or video sharing sites, like YouTube. Smith (2017) observed that most vloggers culled YouTube among some sites to publish their vlogs because of its popularity. In the site vloggingpro (2018), the popularity of vlogs published in YouTube has risen exponentially in the last few years. Source = https://vloggingpro.com/what-is-a-vlog-and-what-does-vlogging-mean/ Many believe that the upgrading popularity is effectuated by the growth of technology that has produced massive equipment with affordable price and easily accessed by people around the globe. People who have a video-capable camera and an internet