Indonesia Conference Directory

Advertising is as one of the most effective ways to communicate with a large group of customers. Advertising message depends upon a number of factors such as presentation style, the attractiveness of the endorsers, creative appeal, advertisement content credibility. This article is an attempt to study the effect of advertisement content credibility on the response of consumers purchase intention. This research use is a quantitative research method. The sampling technique used was a nonprobability sampling technique. The technique taken from nonprobability sampling was purposive sampling technique with a number of samples counted 100 respondents. They were watching ad Lux Bunga Citra Lestari as an endorser in YouTube. The data analysis technique used was quantitative descriptive analysis and statistic descriptive analysis. Based on the results of partial hypothesis testing (t-test), obtained from LUX social media YouTube advertisement version Raise Vibration of Love has a significant influence on a purchase decision.