Technology has been evolving faster and faster and advertising on YouTube has become more and more important. Therefore, companies must adapt to the digital world and study their consumers. The present research aims to determine the influence of YouTube advertising on consumer behavior in students of a private university in Trujillo, Peru, 2021. For this purpose, a nonexperimental research design was followed, with a quantitative and applied approach. The instrument used was the questionnaire, composed of 32 questions that was applied to a sample of 245 students of a priva te university in the city of Trujillo, aged 17 to 25 years old. Consequently, it was obtained as a result that there is a significant relationship between YouTube advertising and consumer behavior in students of a private university in Trujillo, indicating that the more YouTube advertising, the better the consumer behavior. In conclusion, YouTube advertising significantly influences consumer behavior in students of a private university, Trujillo, 2021 by 19.9% , so it is recommended that companies that target a youth audience, implement more advertising on this platform, with strategies aimed at generating greater impact on consumer behavior.