Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention
This study aims to examine the influence of YouTube Advertising on brand awareness and purchase intention. This study uses a conclusive design with single cross sectional. The number of samples are 210 respondents who watched advertisements on Youtube as research objects. Entertainment, informativen...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Indonesian |
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Universitas Merdeka Malang
2019-06-01
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| Series: | Jurnal Manajemen Dan Kewirausahaan |
| Subjects: | |
| Online Access: | http://jurnal.unmer.ac.id/index.php/jmdk/article/view/2538/pdf |
| _version_ | 1818640954133839872 |
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| author | Dessy Yunita Ahmad Nazaruddin Welly Nailis |
| author_facet | Dessy Yunita Ahmad Nazaruddin Welly Nailis |
| author_sort | Dessy Yunita |
| collection | DOAJ |
| description | This study aims to examine the influence of YouTube Advertising on brand awareness and purchase intention. This study uses a conclusive design with single cross sectional. The number of samples are 210 respondents who watched advertisements on Youtube as research objects. Entertainment, informativeness, irritation, credibility, brand awareness and purchase intention are used to discuss the results of research. The results of this study show that the Youtube Advertising dimension does not influencee brand awareness, but brand awareness has impact on purchase intention. |
| first_indexed | 2024-12-16T23:19:28Z |
| format | Article |
| id | doaj.art-ed65db95ecff4214a740f991529a4b92 |
| institution | Directory Open Access Journal |
| issn | 2301-9093 2540-8259 |
| language | Indonesian |
| last_indexed | 2024-12-16T23:19:28Z |
| publishDate | 2019-06-01 |
| publisher | Universitas Merdeka Malang |
| record_format | Article |
| series | Jurnal Manajemen Dan Kewirausahaan |
| spelling | doaj.art-ed65db95ecff4214a740f991529a4b922022-12-21T22:12:12ZindUniversitas Merdeka MalangJurnal Manajemen Dan Kewirausahaan2301-90932540-82592019-06-01713646https://doi.org/10.26905/jmdk.v7i1.2538Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase IntentionDessy Yunita0Ahmad Nazaruddin1Welly Nailis2Universitas Sriwijaya, PalembangUniversitas Sriwijaya, PalembangUniversitas Sriwijaya, PalembangThis study aims to examine the influence of YouTube Advertising on brand awareness and purchase intention. This study uses a conclusive design with single cross sectional. The number of samples are 210 respondents who watched advertisements on Youtube as research objects. Entertainment, informativeness, irritation, credibility, brand awareness and purchase intention are used to discuss the results of research. The results of this study show that the Youtube Advertising dimension does not influencee brand awareness, but brand awareness has impact on purchase intention.http://jurnal.unmer.ac.id/index.php/jmdk/article/view/2538/pdfBrand AwarenessCredibilityEntertainmentInformativenessIrritation |
| spellingShingle | Dessy Yunita Ahmad Nazaruddin Welly Nailis Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention Jurnal Manajemen Dan Kewirausahaan Brand Awareness Credibility Entertainment Informativeness Irritation |
| title | Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention |
| title_full | Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention |
| title_fullStr | Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention |
| title_full_unstemmed | Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention |
| title_short | Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention |
| title_sort | pengaruh youtube advertising terhadap brand awareness dan purchase intention |
| topic | Brand Awareness Credibility Entertainment Informativeness Irritation |
| url | http://jurnal.unmer.ac.id/index.php/jmdk/article/view/2538/pdf |
| work_keys_str_mv | AT dessyyunita pengaruhyoutubeadvertisingterhadapbrandawarenessdanpurchaseintention AT ahmadnazaruddin pengaruhyoutubeadvertisingterhadapbrandawarenessdanpurchaseintention AT wellynailis pengaruhyoutubeadvertisingterhadapbrandawarenessdanpurchaseintention |