Pengaruh Youtube Advertising  terhadap Brand Awareness dan Purchase Intention

Yunita, Dessy; Nazaruddin, Ahmad; Nailis, Welly

doi:10.26905/jmdk.v7i1.2538

Cited by 15 publications

(18 citation statements)

References 3 publications

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“…Brand awareness is also measured by consumption or the ability of consumers to remember a brand while consuming another brand. Besides consumption, brand awareness is also measured by purchase or the selection of a particular brand than several brands in the same product category (Pomalaa et al, 2018;Yunita et al, 2019) As previously mentioned, online purchasing has a greater risk than offline purchasing (Ariffin et al, 2018). Hashemi & Hajiheyi (2012) stated that in e-purchasing, brand awareness could affect perceived risk because it will increase online consumer trust.…”

Section: Relationship Between Brand Awareness and Perceived Riskmentioning

confidence: 99%

Perceived risk and its role in the influence of brand awareness on purchase intention: study of Shopee users

Rahmi¹,

Ilyas²,

Tamsah³

et al. 2022

JSB

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This research aimed to analyze the role of perceived risk in the relationship between brand awareness and purchase intention. This research is important because the perceived risk of online purchasing can influence consumer purchasing behavior.Design/methodology/approach: This research used an explanatory study with a quantitative approach. The research was conducted on 112 Shopee users in Makassar City. Data were collected through an online questionnaire. The data collected were analyzed using the Structural Equation Modelling (SEM) with the AMOS application and the Sobel Test to test the indirect relationship.Findings: Risk, financial risk, time risk, delivery risk, and privacy risk were essential elements forming perceived risk. Brand awareness had a positive influence on purchase intention. Perceived risk was a variable that mediated the influence of brand awareness on purchase intention.Originality/value: The results of this research indicated that the more aware consumers are of a brand, the negative perceptions of the brand will appear due to the ease with which information was disseminated and accepted by consumers. Perception of risk is a factor that can reduce consumer buying interest. Consumer purchase intention towards a known brand will decrease if the brand is perceived as having a high risk.Research limitation: This research was conducted on most students who did not yet have stable financial capabilities. For further studies, we suggest using respondents who have better financial ability to provide a more tangible measurement of purchasing ability.Practical implication: Results showed that perceived risk could reduce the influence of brand awareness on purchase intention. Thus, minimizing risk, ensuring the absence of perceived negative things before choosing a brand, and ensuring consumer comfort in using a brand were factors encouraging purchase intention.

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Section: Relationship Between Brand Awareness and Perceived Riskmentioning

confidence: 99%

Perceived risk and its role in the influence of brand awareness on purchase intention: study of Shopee users

Rahmi¹,

Ilyas²,

Tamsah³

et al. 2022

JSB

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“…Keller defines brand awareness as the ability of the customer to recognize a brand in their surroundings or to be able to remember the brand when considering a certain product category which the brand products belong to [18]. Brand awareness is often connected to the ability of the customer to recognize different product or service characteristics which belong to a brand in the moment of usage or considering the products of another brand [36]. Brand awareness significantly diminishes risks and effort invested by the customers in the process of alternative selection which basically represents the main source of value created on its behalf for the customers as a brand dimension [6].…”

Section: Brand Dimensions and Their Influence Onto The Customer Value...mentioning

confidence: 99%

The influence of different brand dimensions onto the customer value creation

Đorđević¹,

Miladinović²

2022

Ekonomika preduzeća

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Achieving the competitive advantage on the market is one of the basic business challenges for the market oriented companies. In order to attract the greatest possible number of customers there is a need to create value which shall be recognized by the customers as a superior or a greater one in the process of estimating alternatives compared to the competitive options. Brand is one of the most important determinants in creating value for the customers. Brand is a complex category and during the analysis of its influence onto the value creation it is needed to take into account its different dimensions. In accordance with the concepts of numerous studies in the area of marketing and customer management the influence of brand on value creation for customers is regarded via four main dimensions-brand awareness, developed brand loyalty, brand trust and the possibility to recognize the expected quality and meaning of a certain brand product. The paper uses a research model which encompasses all four brand dimensions and analyzes their influence onto the customer value creation. The empirical research has been carried out on a sample of 174 respondents in Serbia. Based on the gathered empirical data a significant brand dimension for the customers in Serbia has been identified. Based on the gained research results a difference has been tested in the importance of different brand dimensions for men and women. The paper offers significant theoretical and practical implications which indicate what brand dimensions need to be emphasized in the process of product and service branding and to which extent every one of them contributes to the customer growth value. Also, a brand dimension has been identified with a different influence on creating value with men and women, which is an important implication for the marketing strategy.

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“…Youtube dengan penyedia layanan video terbesar sekarang ini dimiliki oleh Google, dimana pengguna bisa memuat, melihat dan berbagi video secara gratis dengan konten beragam. (Yunita et al, 2019). Dalam sehari jumlah pengunjung YouTube dapat mencapai lebih dari 30 juta.…”

Section: Tinjauan Pustakaunclassified

Analisis Likes to Subscriber Ratio Youtube Pada 5 Brand Sepatu Terkenal di Dunia

Abenk¹

2021

Preprint

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YouTube adalah sebuah situs web berbagi video yang dibuat oleh tiga mantan karyawan Paypal, yaitu Steve Chen, Chad Hurley dan Jawed Karim pada Februari 2005. Situs web ini memungkinkan pengguna mengunggah, menonton, dan berbagi video. Video pertama yang diunggah di situs ini berjudul "Me at the zoo" yang menayangkan salah satu pendiri YouTube saat berada di Kebun binatang San Diego. YouTube juga menjadi salah satu aplikasi media sosial terbesar yang sering digunakan untuk melakukan pemasaran suatu barang oleh brand ternama. Adapun 5 brand sepatu terkenal di dunia yang sudah memanfaatkan Youtube sebagai media pemasaran, yaitu : Vans, Adidas, Nike, New Balance, dan Converse. Penelitian ini memiliki tujuan yaitu untuk menghitung kredibilitas dari akun YouTube 5 Brand Sepatu Terkenal di Dunia. Metode yang digunakan untuk penelitian ini yaitu metode eksploratif kuantitatif. Hasil dari penelitian ini menunjukkan bahwa brand sepatu New Balance mendapatkan peringkat pertama dan memiliki kredibilitas performa akun yang terbaik.

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Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention

Cited by 15 publications

References 3 publications

Perceived risk and its role in the influence of brand awareness on purchase intention: study of Shopee users

Perceived risk and its role in the influence of brand awareness on purchase intention: study of Shopee users

The influence of different brand dimensions onto the customer value creation

Analisis Likes to Subscriber Ratio Youtube Pada 5 Brand Sepatu Terkenal di Dunia

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