THE IMPACT OF ONLINE PRODUCT REVIEW ON YOUTUBE TOWARD PURCHASE INTENTION OF SMARTPHONE

• Main Author: Qori (19015169), Chubbiansyah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26278
• Institution: Institut Teknologi Bandung

YouTube is one of the largest social media in the last 5 years. Website that provides the means of watching videos and users who can upload their own video is quite a lot of attention of the people of Indonesia. Became the third order as social media visited by Indonesian average as much as 14,5 billion people watch this every single day (APJII, Indonesia Internet User, 2016). One kind of video that is quite often seen is an online video review product. Online video review product is a kind of video that experience the buyer about some product. This online video review pretty much flooded YouTube from fashion, automotive, or electronic products. For the last product category attracted a lot of attention especially with the many types of electronic goods review that appeared like unboxing or spoofing video. This research will discuss about how the effect of online video review on YouTube to purchase intention someone who has seen the video review. Some variables of video like quantity of post, views, likes, comment, and review, perceived risk, perceived credibility, and special attention toward YouTube itself will be the main focus in conceptual framework research. Statistic method to be used in this research is Partial Least Regression (PLS) which will describe the relationships that exist on each variable. In conclusion after do some several phases in this research, researcher can answer the question of the research. Variable quantity of post, views, likes, comment, and review, perceived risk, perceived credibility, and special attention toward YouTube have a relationship with purchase intention of smartphone. Another finding that researcher find is the relationship of mediating test is strong mediating. Mediating variable (Perceived Credibility & Perceived Usefulness) have a strong mediating effect on independent (Quantity of Post, Views, Likes, Comment, and Review) on dependent variable (Purchase Intention). F square test in this researcher also many relationship in this relationship is strong and moderate effect. In the end of the research, those variables in this research are factor can affect the purchase intention of smartphone in user generated video. Today there are a lot product try to compete in the market especially technology like gadget. As marketers, should make a good channel to try close with their target market with this research result user generated content can be one of the good opportunity to aim the target market. One of the important things of user generated content is originality information make target market trust. Marketers can collaboration with famous reviewers to make some “original” product review video also famous reviewers can effect the likes, view, and reviews which this factor has been assess have a significant factor to credibility and usefulness of the video. Researcher also recommend for marketers make some series video with reviewers about the new product before launch. Entertainment can be factor to make video interesting. <br /> <br /> There are many element of user generated product video in this research only look into quantity of post, view, likes, and review. Researchers recommend to try asses about entertainment aspect of video. YouTube as social media identic as place to find something fun which entertainment can be some important factor. Duration of the video also can be interesting factor to identify. Another interesting try to assess in the future research can find relationship between content creator and people which watch the content. The essence of social media is to get communication with other people so this research still not assess how communication effect of content creator and people which watch the content especially in commend section.