INFORMATION ACCEPTANCE OF ELECTRONIC WORDS OF MOUTH (EWOM) AND PURCHASE INTENTION THROUGH HAUL VIDEOS YOUTUBE

• Main Author: Indriani Martawilaga (NIM : 19013090), Ayu
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25969
• Institution: Institut Teknologi Bandung

Haul video is a new platform of EWOM that provides honest feedback towards fashion products that <br /> <br /> <br /> <br /> less persuassive and more attractive visual and information than heavy pages of fashion magazine. <br /> <br /> <br /> <br /> Based on TuburalInsights.com on “YouTube Beauty Industry”, YouTube vloggers and haul video <br /> <br /> <br /> <br /> control 97% of conversations around beauty and brands on YouTube. They have 10x more videos on <br /> <br /> <br /> <br /> their channels than the brand itself. That’s why female consumers are more engage with haul videos <br /> <br /> <br /> <br /> that made and spread by ordinary internet user that has passion in fashion. Haul videos can be very <br /> <br /> <br /> <br /> beneficial to fashion retailers. However, haul videos can be a source of problem if the haul video give <br /> <br /> <br /> <br /> a negative perception towards the brands or products so that it will decrease intention to purchase <br /> <br /> <br /> <br /> Therefore, this study was conducted to enrich and improve the scarcity in previous studies about haul <br /> <br /> <br /> <br /> videos. By understanding the factors of haul videos, fashion retailers can use haul video as their new <br /> <br /> <br /> <br /> channel promotion effectively. <br /> <br /> <br /> <br /> The research excuted in Bandung and Jakarta. Questionnaire with Argument Quality, Source <br /> <br /> <br /> <br /> Credibility, Source Attractiveness, Perceived Usefulness, Source Style, Information Acceptance of <br /> <br /> <br /> <br /> EWOM, and Purchase Intention are filled by 350 women respondents in age range of 16-35 years old <br /> <br /> <br /> <br /> who are internet active user as the object of this research. The data collected was analyzed using <br /> <br /> <br /> <br /> Microsoft Excel, IBM SPSS Statistic 23 and processed through Frequency Analaysis, and Multi Linear <br /> <br /> <br /> <br /> Regression. <br /> <br /> <br /> <br /> The result found that most of haul video watchers come from age 16-20 years old and work as university <br /> <br /> <br /> <br /> student. The result found that before have purchase intention, the information acceptance of EWOM <br /> <br /> <br /> <br /> through haul videos is needed. The factors that influence the information acceptance of EWOM are <br /> <br /> <br /> <br /> Argument Quality, Source Credibility, Source Attractiveness, and Source Style. Factors that influence <br /> <br /> <br /> <br /> purchase intention directly are Source Attractiveness and Information Acceptance of EWOM. <br /> <br /> <br /> <br /> Based on the result, fashion retailer that wants to make haul videos as their channel promotion can do <br /> <br /> <br /> <br /> partnership with haul video makers that credible, have good argument quality, represent the target <br /> <br /> <br /> <br /> market of the products, and creative in delivering the haul video. Beside that, fashion retailer should <br /> <br /> <br /> <br /> control the content og haul video too. <br /> <br /> <br /> <br /> Keyword : Haul Videos, EWOM Fashion Industry, Source Attractiveness, Information Acceptance of <br /> <br /> <br /> <br /> EWOM, Purchase Intention