2021 : Identification of Factors Affecting Purchase Intention Caused by Youtube Reviewer: A Case Study of A Smartphone Product in Indonesia
Nabila Silmina Hakim S.T., MBA
Smartphone is a popular communication and information technology and is loved by people all over the world. Almost everyone today has a smartphone. In its development, smartphone can be said as one of the products that is developing rapidly. New innovations continue to be discovered. Unfortunately, the development of smartphone technology does not go hand in hand with consumers' understanding of the latest innovations. In addition, the number of smartphone companies that launch various types of various prices makes it difficult for consumers to choose products that are considered important in their daily activities at this time. Youtube reviewer as an opinion leader who reviews smartphones is believed to be able to arouse consumer buying interest in smartphone products. This study hopes to solve social problems by knowing what factors might influence consumer buying interest caused by content uploaded by Youtube reviewers. This study uses questionnaires to collect data and Structural Equation Modeling (SEM) to process data. Based on the results of hypothesis testing, it was found that Advertising Value, Flow Experience and Brand Awareness had a significant positive effect on buying interest in Smartphone products due to content from Youtube reviewers. Not only that, this research also has managerial implications that might be of benefit to the parties discussed in this study.