PENGARUH INFORMASI REVIEW SMARTPHONE DI MEDIA SOSIAL YOUTUBE TERHADAP MINAT BELI KONSUMEN : Survei Pada Subscribers Channel Youtube GadgetIn

Ghanie Akbar Maulana, . (2021) PENGARUH INFORMASI REVIEW SMARTPHONE DI MEDIA SOSIAL YOUTUBE TERHADAP MINAT BELI KONSUMEN : Survei Pada Subscribers Channel Youtube GadgetIn. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

One of the phenomena that is very big today is the number of people who intend to buy smartphones for sharing needs on social media and looking for new experiences. With this phenomenon, it becomes interesting to study because people are currently intensively looking for the most appropriate smartphone to meet their needs. One of the access information that can be used by the public to find information about smartphones is smartphone review information created by the GadgetIn youtube channel. This study aims to prove whether or not there is a positive influence from smartphone review information on YouTube on consumer purchase intention by conducting a survey to GadgetIn's youtube channel subscribers. The theory used in this research is cognitive response theory. This theory focuses on determining what kind of response is generated from an advertising message seen from three ideas, namely thoughts on products/messages, thoughts on sources, and thoughts on advertising. By using cognitive response theory, we can see the response from consumers after seeing advertising messages that will affect consumer attitudes towards brands and advertisements which will later encourage buying interest. The method in this study uses quantitative methods with the type of explanatory research. This research was conducted for ten months from October to July. The sample in this study amounted to 100 respondents using non-probability sampling and purposive sampling techniques. The instrument test uses validity and reliability tests. Data analysis in this study used a simple linear regression test, coefficient of determination, and hypothesis testing. The results of this study indicate that Ho is rejected and Ha is accepted, so there is a positive influence from smartphone review information on YouTube on consumer purchase intention.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 1710411232 [Pembimbing 1 : Antar Venus] [Pembimbing 2 : Dian Tri Hapsari] [Penguji 1 : Ilona Vicenovie Oisina S] [Penguji 2 : Dian Tri Hapsari]
Uncontrolled Keywords: Social media, Youtube, Cognitive Response Theory, & Purchase Intention.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: Ghanie Akbar Maulana
Date Deposited: 04 Oct 2021 07:30
Last Modified: 04 Oct 2021 07:30
URI: http://repository.upnvj.ac.id/id/eprint/12672

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