Abstract
Social media and communication equipment continues to grow at an exponential rate as technology advances rapidly. One of them is YouTube, a public video sharing site that allows people to experience various levels of involvement in videos ranging from casual watching to sharing with one another and maintaining social relationships. The study examines the attitudes of participants towards eating fruit and vegetables in Jakarta on the basis of their consumption of fruits and vegetables. YouTube advertising is included in this study; perceived credibility, perceived usefulness, perceived video characteristics, number of views, comments, likes and replies, and attitudes of university students. As a basis for explaining the specificities of brain, Affective and Concentration, The Tripartite Approach Model is adapted. This is to help students in Jakarta gain a better understanding of their attitude and consumption of fruits and vegetables. This concept paper contributes to the studies of YouTube in unprofitable settings by means of a theory approach.
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