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

CHRISMANTARA RUBY SETIAWAN; VITA BRILIANA

doi:10.34208/jba.v23i1.820

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

Authors

CHRISMANTARA RUBY SETIAWAN Trisakti School of Management
VITA BRILIANA Trisakti School of Management

DOI:

https://doi.org/10.34208/jba.v23i1.820

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.