THE EFFECTIVENESS OF PRODUCT PLACEMENT ON YOUTUBE CONTENT VIDEO TOWARD CONSUMER PURCHASE DECISION IN INDONESIA

• Main Author: Rahayu, Milyana
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61169
• Institution: Institut Teknologi Bandung

Nowadays, almost everyone knows YouTube as one of the world's most popular social media platforms. The usage of YouTube is a place to share videos and as a medium for information, aid learning, and even as a commercial medium for business. With the increasing popularity of YouTube, marketers have discovered a new way of integrating their product into online videos namely YouTube product placement. An example of popular product placement is one of Indonesia’s healthy instant noodle brands that collaborates with popular Indonesian YouTube influencers. However, even though YouTube has already existed and popular for a long time, a few research studies discuss product placement in YouTube content. Therefore, this research is important to find out whether a YouTube content with a product placement delivered by a YouTube influencer will be effective in influencing the viewers’ purchase decisions or not. This research will be used a quantitative approach to collect the data by conducting the survey method. The researcher uses descriptive statistics and PLS-SEM to analyze the data. The results indicate the brand experience, entertainment value, informative value, source credibility, brand image, brand attitude, brand loyalty, trust, and purchase intention can influence the viewers’ purchase decision. The findings of this study might help the reader, influencers, and food and beverage brands develop their marketing strategies.