Shan, Jumhur Nur Ultan (2020) Identifikasi Faktor Yang Mempengaruhi Minat Beli Yang Disebabkan Oleh Youtube Reviewer: Studi Kasus Produk Smartphone Di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Smartphone merupakan teknologi komunikasi dan informasi yang digemari dan banyak digandrungi masyarakat diseluruh dunia. Hampir setiap orang saat ini memiliki Smartphone. Dalam perkembangannya, Smartphone dapat dikatakan sebagai salah satu produk yang berkembang dengan pesat. Inovasi-inovasi baru terus ditemukan. Sayangnya, perkembangan teknologi Smartphone tidak berjalan seiring dengan pemahaman konsumen akan inovasi-inovasinya yang mutakhir. Selain itu banyaknya perusahaan Smartphone yang meluncurkan berbagai macam jenis dari berbagai macam harga membuat konsumen kesulitan dalam memilih produk yang dianggap penting dalam kegiatan sehari-hari saat ini. Youtube reviewer sebagai seorang opinion leader yang mengulas Smartphone diyakini mampu menimbulkan minat beli konsumen terhadap produk Smartphone. Penelitian ini mengharapkan dapat memecahkan permasalahan sosial dengan mengetahui faktor apa saja yang mungkin mempengaruhi minat beli konsumen yang disebabkan oleh konten yang diunggah oleh Youtube reviewer. Penelitian ini menggunakan kuisioner untuk mengumpulkan data dan Structural Equation Modeling (SEM) untuk mengolah data. Berdasarkan hasil uji hipotesis, ditemukan bahwa Advertising Value, Flow Experience dan Brand Awareness memberikan pengaruh positif yang signifikan terhadap minat beli produk Smartphone akibat konten dari Youtube reviewer. Tidak sampai situ, penelitian ini juga memberikan implikasi manajerial yang mungkin dapat menjadi manfaat bagi pihak-pihak yang dibahas didalam penelitian ini.
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Smartphone is a popular communication and information technology and is loved by people all over the world. Almost everyone today has a Smartphone. In its development, Smartphone can be said as one of the products that is developing rapidly. New innovations continue to be discovered. Unfortunately, the development of Smartphone technology does not go hand in hand with consumers' understanding of the latest innovations. In addition, the number of Smartphone companies that launch various types of various prices makes it difficult for consumers to choose products that are considered important in their daily activities at this time. Youtube reviewer as an opinion leader who reviews smartphones is believed to be able to arouse consumer buying interest in smartphone products. This study hopes to solve social problems by knowing what factors might influence consumer buying interest caused by content uploaded by Youtube reviewers. This study uses questionnaires to collect data and Structural Equation Modeling (SEM) to process data. Based on the results of hypothesis testing, it was found that Advertising Value, Flow Experience and Brand Awareness had a significant positive effect on buying interest in Smartphone products due to content from Youtube reviewers. Not only that, this research also has managerial implications that might be of benefit to the parties discussed in this study.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Kepekaan Terhadap Merek, Minat Beli, Smartphone, Structural Equation Modeling, Youtube Reviewer, Brand Awareness, Purchase Intention, Smartphone, Structural Equation Modeling, Youtube Reviewer |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Jumhur Nur Ultan Shan |
| Date Deposited: | 27 Aug 2020 05:19 |
| Last Modified: | 23 Jun 2023 07:57 |
| URI: | http://repository.its.ac.id/id/eprint/79126 |
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