ANALISIS PENGARUH INFORMATIVENESS, CREDIBILITY, ENTERTAINMENT DAN IRRITATION TERHADAP ADVERTISING VALUE SERTA IMPLIKASINYA TERHADAP PURCHASE INTENTION (Telaah Pada Iklan Gillette Mach 3 Turbo Di Youtube)

ULTIMA MANAJEMEN

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Field Value
 
Title ANALISIS PENGARUH INFORMATIVENESS, CREDIBILITY, ENTERTAINMENT DAN IRRITATION TERHADAP ADVERTISING VALUE SERTA IMPLIKASINYA TERHADAP PURCHASE INTENTION (Telaah Pada Iklan Gillette Mach 3 Turbo Di Youtube)
 
Creator Rivaldo, Gregorius
 
Description With the growth of YouTube users, it’s advertising features gave an opportunitiy formany manufacturers and companies to market their products. One of the companies that advertise through YouTube is Gillette. Gillette uses YouTube to advertise one of their main products Gillette Mach 3 Turbo. The issues raised in this study is to determine whether or not the customer’s intention to purchase of Gillette Mach 3 Turbo inflicted by their Youtube Ad is influenced by informativeness, credibility, entertainment, and irritation through advertisingvalue. The theoretical model presented in this study includes 5 hypotheses and to be tested using Structural Equation Model. The sample in this study were 120 respondents, androgynous male, shaved at least 3 days, have a minimum age of 17 years, a YouTube user, and have never bought Gillette Mach 3 Turbo razor. A questionnaire is designed to gather information from prospective buyers of Gillette Mach 3 Turbo razor based on the YouTube ad. Results of the analysis showed that informativeness, credibility and entertainment positiveeffect on purchase intention through advertising value. While irritation negative effect on purchase intention through advertising value. The conclusion of this study is that Gillette Mach 3 Turbo advertisement provides high value to prospective customers that is YouTube users.Keywords: informativeness, credibility, irritation, entertainment, advertising value, purchase intention
 
Publisher ULTIMA MANAJEMEN
Jurnal Manajemen
 
Contributor Universitas Multimedia Nusantara
 
Date 2016-12-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artikel yang dipeer-review
 
Format application/pdf
 
Identifier http://ejournals.umn.ac.id/index.php/manajemen/article/view/590
 
Source ULTIMA MANAJEMEN; Vol 8, No 2 (2016): Ultima management; 13-31
Jurnal Manajemen; Vol 8, No 2 (2016): Ultima management; 13-31
2549-404X
2805- 4587
 
Language eng
 
Relation http://ejournals.umn.ac.id/index.php/manajemen/article/view/590/516
 
Rights ##submission.copyrightStatement##
 

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