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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK)
Welly Nailis, Welly
Universitas Sriwijaya
Decision Sciences, Operations Research & Management

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Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention Yunita, Dessy; Nazaruddin, Ahmad; Nailis, Welly
Jurnal Manajemen dan Kewirausahaan Vol 7, No 1 (2019): June 2019
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v7i1.2538

Abstract

This study aims to examine the influence of YouTube Advertising on brand awareness and purchase intention. This study uses a conclusive design with single cross sectional. The number of samples are 210 respondents who watched advertisements on Youtube as research objects. Entertainment, informativeness, irritation, credibility, brand awareness and purchase intention are used to discuss the results of research. The results of this study show that the Youtube Advertising dimension does not influencee brand awareness, but brand awareness has impact on purchase intention.https://doi.org/10.26905/jmdk.v7i1.2538
Co-Authors Ahmad Nazaruddin, Ahmad Yunita, Dessy