ENTERTAINMENT, INFOMATIVENESS, CREDIBILITY, ATTITUDES TERHADAP PURCHASE INTENTION PADA SUBSCRIBER CHANNEL YOUTUBE

  • CHRISMANTARA RUBY SETIAWAN Trisakti School of Management
  • VITA BRILIANA Trisakti School of Management
Keywords: Entertainment, informativeness, credibility, attitudes, purchase intention

Abstract

The purpose of this study was to determine the effect of entertainment, informativeness, credibility, and attitudes towards purchasing intentions of Deddy Corbuzier's YouTube channel viewers for products advertised in YouTube podcasts. The sampling technique used purposive sampling using a sample of 212 respondents whose data were processed using SmartPLS 3.0 and IBM SPSS 25. The results showed that all variables (entertainment, informativeness, credibility, and attitude) had a significant effect on purchase intentions.

Published
2021-02-16
How to Cite
SETIAWAN, CHRISMANTARA RUBY, and VITA BRILIANA. 2021. “ENTERTAINMENT, INFOMATIVENESS, CREDIBILITY, ATTITUDES TERHADAP PURCHASE INTENTION PADA SUBSCRIBER CHANNEL YOUTUBE”. Jurnal Bisnis Dan Akuntansi 23 (1), 111-20. https://doi.org/10.34208/jba.v23i1.820.