PENGARUH CENTRAL ROUTE DAN PERIPHERAL ROUTE TERHADAP MINAT BELI PENONTON DI YOUTUBE (Studi Pada Video Review Battle Makanan “Tasyi Battle Fried Chicken 2024 Lokal Brand”)

Raisa Nur Azkiya, . (2025) PENGARUH CENTRAL ROUTE DAN PERIPHERAL ROUTE TERHADAP MINAT BELI PENONTON DI YOUTUBE (Studi Pada Video Review Battle Makanan “Tasyi Battle Fried Chicken 2024 Lokal Brand”). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is motivated by the video of Tasyi Athasyia's review battle content on Youtube which compares various product brands directly in one video. This content is considered capable of influencing the audience's perception and attitude towards the reviewed product. In the comments column, it can be seen that the audience uses this content as a reference in purchasing the product. This research aims to examine the influence of message processing routes namely the central route and peripheral route in Tasyi Athasyia review battle content on YouTube on viewers’ purchase intention, using the Elaboration Likelihood Model (ELM) theory. The research employs a quantitative explanatory method with a survey approach. The population in this study consists of viewers of Tasyi Athasyia’s Fried Chicken review battle video on YouTube. The sampling technique used is probability sampling with a simple random sampling method. The results show that both the central route and peripheral route significantly influence viewers' purchase intention, accounting for 68.4% of the effect, while the remaining 31.6% is influenced by other factors not identified in this research. The standardized coefficients in the multiple linear regression equation show that the Central Route (X1) has a value of 0.198, while the Peripheral Route (X2) has a value of 2.384. It can be concluded that the Peripheral Route contributes the most to purchase intention compared to the other variables.

Item Type: Thesis (Skripsi)
Additional Information: [No Panggil : 2110411057] [Pembimbing : Putrawan Yuliandri] [Penguji 1 : Damayanti} [Penguji 2 : Kumala Hayati]
Uncontrolled Keywords: Central Route, Peripheral Route, Purchase Intention, Review Battle.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HM Sociology
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: RAISA NUR AZKIYA
Date Deposited: 06 Aug 2025 04:33
Last Modified: 06 Aug 2025 04:33
URI: http://repository.upnvj.ac.id/id/eprint/38832

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