THE INFLUENCE OF BRANDED WEB SERIES TOWARDS PURCHASE INTENTION OF TELECOMMUNICATION PROVIDER (CASE STUDY: XL AXIATA)

• Main Author: Audelia Martiawan, Gabriel
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61159
• Institution: Institut Teknologi Bandung

The branded web series is one of the latest innovations in the field of online video advertisement. Unlike advertisements in general that offer products explicitly, branded web series is a form of branded entertainment that is widely used to get audience response, especially young people in the form of a short film format from a brand which is packaged into several episodes in the duration of about 5-15 minutes. The branded web series is placed on a shareable platform such as YouTube. In Indonesia, the prospect of branded web series is quite promising because 45.3 percent of Indonesians see internet content for entertainment such as watching movies or videos. This research aims to identify the factors that influence the purchase intention of XL as a telecommunication provider after watching the branded web series Memilih Maju. Data were collected through an online questionnaire and analyzed using the PLS-SEM method to assess the relationship between entertainment, informativeness, irritation, advertising value, brand awareness, brand attitude, brand image, and flow toward purchase intention. The results show that entertainment, informativeness, brand attitude, and brand image have a positive effect on purchase intention. Moreover, this research is expected to provide benefits for readers, PT. XL Axiata Tbk., and marketers to develop marketing communication in the form of branded web series