ANALYSIS OF FACTORS AFFECTING USERS- ATTITUDE TOWARD THE YOUTUBE ADS AND THEIR EFFECTS ON PURCHASE INTENTION
Shifa Nabila (a*), Adrian Achyar (b)
a) Master of Management, Faculty of Economics and Business, University of Indonesia, 10430 Jakarta
*Shifa.nabila71[at]ui.ac.id
b) Master of Management, Faculty of Economics and Business, University of Indonesia, 10430 Jakarta
Abstract
This study aims to identify five factors in YouTube advertising (entertainment, informativeness, customization, irritation and credibility) which might effect on ad value, and attitude toward YouTube ads, leading to purchase intention of consumers. The study uses conceptual models where their hypothesis is that the ad value is positively correlated with respect to the attitude toward YouTube ads, which then affects consumer-s purchase intention. For this study, our respondents include 248 active YouTube users in Indonesia that will be used for data collection and analysis. In conclusion, this study found that entertainment, customization, and credibility is positively effected to advertising value on YouTube, where ad value has a positive effect on attitude toward YouTube ads and purchase intention of consumer. In addition, this study found that irritation is negatively effected to advertising advertising value on YouTube, and informativeness has no effect on advertising value on YouTube
Keywords: Ad value; attitude toward YouTube ads; credibility; customization; entertainment; informativeness; irritation; purchase intention
Topic: Marketing Management