Iklan YouTube dan Brand Awareness serta Pengaruhnya terhadap Minat Beli

Anitawati, M.Th. and Apriliano, Aldi (2020) Iklan YouTube dan Brand Awareness serta Pengaruhnya terhadap Minat Beli. Universitas Bakrie. (Unpublished)

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Abstract

Digital technology nowadays allows sellers to do all their marketing activities online. One way to introduce their products is by placing ads on YouTube with the intention of growing brand awareness so that it will generate buying interest. The purpose of this study is to examine the effect of advertising on YouTube and brand awareness on the purchase interest of Tiket.com products. The research population is people who watched Tiket.com advertisements on YouTube. A sample of 100 people was selected based on the purposive sampling method. The path analysis method was chosen because the research model uses brand awareness as an intervening variable. The results showed that advertising had a significant effect on brand awareness. Furthermore, brand awareness and advertising partially have a significant effect on buying interest. The direct effect of advertising on purchase intention is greater than the indirect effect, which means that brand awareness in this case is unable to act as an intervening variable

Item Type: Other
Subjects: Marketing > Branding (Marketing)
Marketing > Commercial Products
Science Paper
Divisions: Lembaga Penelitian dan Pengembangan
Depositing User: Ahmad Yani
Date Deposited: 20 Aug 2020 15:51
Last Modified: 20 Aug 2020 15:51
URI: http://repository.bakrie.ac.id/id/eprint/3556

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