The Effect of Product Advertising Through YouTube Media on Brand Awareness, Brand Image, and Purchase Intentions in the Millennial Generation
Article Sidebar
Main Article Content
Abstract
This study aims to see the influence of YouTube media as a place for promoting or advertising various products on brand awareness, brand image, and purchase intention by millennials in Indonesia. This research is based on advertising value theory and generational cohort theory. The variables in this study are YouTube advertising, brand awareness, brand image, and purchase intention. This study used a quantitative approach by distributing questionnaires online which managed to get 141 respondents. The respondents were collected by convenience sampling technique based on the choice of age criteria ranging from 18 years to 40 years the birth of the millennial generation 1982-2004 was based on the theory of generation by Strauss-Howe and using YouTube as an entertainment medium and information channel. Process the data from the results of this study using the PLS-SEM application. The results of this study found that there was a positive influence of YouTube advertising on brand awareness, brand image, and direct purchase intention. Brand image also influences purchase intention, but brand awareness does not influence purchase intention. So only brand image can be said as a mediating variable, while brand awareness is not. This research can be additional literacy related to the topic of the influence of YouTube advertisements which is still small. Companies can use this research as a basis for studies to make product or brand marketing through digital media more attractive to convey to consumers.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
M. Miller, YouTube In 10 Minutes. 2010.
glints.com, “Mengenal Lebih Dalam YouTube Marketing dan Cara Mengoptimalkannya,” 2020.
M. Moore, “Interactive media usage among millennial consumers,” J. Consum. Mark., vol. 29, no. 6, pp. 436–444, 2012, doi: 10.1108/07363761211259241.
R. S. Nugroho, “Pengantar Teori Generasi Strauss-Howe,” Maj. Ganesha-Kelompok Stud. Sejarah, Ekon. dan Polit. ITB, 2016.
Kominfo.go.id, “Mengenal Generasi Millennial,” 2016.
M. Dehghani, M. K. Niaki, I. Ramezani, and R. Sali, “Evaluating the influence of YouTube advertising for attraction of young customers,” Comput. Human Behav., vol. 59, pp. 165–172, 2016, doi: 10.1016/j.chb.2016.01.037.
R. H. B. T.-J. of A. R. Ducoffe, “Advertising Value And Advertising On The Web,” vol. 36, no. 5, p. 21, Dec. 1996.
S. Aisyah et al., Dasar-Dasar Periklanan, no. April. 2021.
F. Ramadayanti, “Peran Brand Awereness terhadap Keputusan Pembelian Produk,” J. Stud. Manaj. dan Bisnis, vol. 6, no. 2, pp. 111–116, 2019, doi: 10.21107/jsmb.v6i2.6690.
A. K. R. Silvia, “The Influence Of Brand Image On Purchase Decisions,” J. Ilm. Mhs. FEB Univ. Brawijaya, vol. 9, 2021.
A. Shiratina, D. R. Indika, I. Komariyah, D. Kania, and E. H. Solihin, “Pemasaran Online Melalui Penerapan Iklan Secara Digital,” J. Sain Manaj., vol. 2, no. 1, pp. 16–17, 2020.
R. D. Waters, R. R. Canfield, J. M. Foster, and E. E. Hardy, “Applying the dialogic theory to social networking sites,” J. Soc. Mark., vol. 1, no. 3, pp. 211–227, Jan. 2011, doi: 10.1108/20426761111170713.
M. T. Febriyantoro, “Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation,” Cogent Bus. Manag., vol. 7, no. 1, p. 1787733, 2020, doi: 10.1080/23311975.2020.1787733.
D. Yunita, A. Nazaruddin, and W. Nailis, “Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention,” J. Manaj. Dan Kewirausahaan, vol. 7, no. 1, pp. 36–46, 2019, doi: 10.26905/jmdk.v7i1.2538.
N. Howe and W. Strauss, “Millennials Rising: The Next Great Generation,” 2000.
J. F. Hair, G. T. M. Hult, C. M. Ringle, and M. Sarstedt, “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks,” Sage, p. 165, 2017.
D. Juliansyah, “Pengaruh Youtube Ads Terhadap Brand Awareness Pada Vivo Smartphone,” J. Syntax Transform., vol. 5, no. 3, pp. 248–253, 2020.
A. F. Maulana, “Pengaruh Advertising Value terhadap Purchase intentions dengan Brand Awareness sebagai Variabel Mediasi “ ( Studi pada Mahasiswa Universitas Brawijaya,” J. Ilm. Mhs. FEB, vol. 5, no. 2, pp. 1–15, 2019.
M. Helena and E. C. Natalia, “Pengaruh Efektivitas Iklan Youtube terhadap Brand Image,” Tuturlogi, vol. 2, no. 2, pp. 123–140, 2021, doi: 10.21776/ub.tuturlogi.2021.002.02.3.
P. A. Purnama and I. K. Nurhayati, “Pengaruh Iklan Youtube Eka Gustiwana Versi Ayo Indonesia Bisa Terhadap Citra Merek Sampo Clear,” J. Herit., vol. 8, no. 1, pp. 17–27, 2020, doi: 10.35891/heritage.v8i1.1847.
H. R. Yuniyanto and H. Sirine, “Pengaruh Iklan terhadap Minat Beli Pengguna Youtube dengan Brand Recognition sebagai Variabel Intervening,” Esensi J. Bisnis dan Manaj., vol. 8, no. 1, pp. 21–28, 2018, doi: 10.15408/ess.v8i1.5885.
S. Amilia, “Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa,” J. Manaj. dan Keuang. Unsam, vol. 6, no. 1, pp. 660–669, 2017.
T. Purnomo, “Pengaruh Kesadaran Merek Dan Citra Merek Terhadap Niat Beli Pada Konsumen Herbalife Di Surabaya,” vol. 6, pp. 1–7, 2018.
Y. Yuniarti, Pengaruh Citra Merek Terhadap Niat Beli Ulang Dengan Kepuasan Konsumen Dan Kepercayaan Konsumen Sebagai Mediator, vol. 21, no. 1. 2020.