Abstract
The Influence of Advertising on The Buying Interest of Youtube Users with Brand Recognition as Intervening Variable Internet media can be used to do marketing, one of which is Youtube. This study aims to explain the effect of advertising on buying interest on Youtube users using brand recognition as an intervening variable. The sample in this study amounted 180 students of Universitas Kristen Satya Wacana who saw Nike product advertising on Youtube. The analysis technique used is path analysis. The result of the research shows that advertising have a significant positive effect to brand recognition, brand recognition have significant positive effect to buying interest, and brand recognition can not function as intervening variable in relationship between advertising and buying interest. DOI: 10.15408/ess.v8i1.5885
Highlights
Abstrak Media internet dapat digunakan untuk melakukan pemasaran, salah satunya adalah Youtube
This study aims to explain the effect of advertising on buying interest on Youtube users using brand recognition as an intervening variable
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Summary
Untuk pelanggan di Indonesia, merek sepatu Nike mendapatkan peringkat kedua setelah Bata (Top Brand, 2016), hal ini bisa dilihat pada Tabel 2. Data tersebut didukung dari pretest yang dilakukan peneliti kepada 100 mahasiswa Universitas Kristen Satya Wacana pada tanggal 12 Oktober 2016. Dari pretest tersebut diperoleh hasil sebagai berikut: mahasiswa yang memperhatikan iklan produk Nike di Youtube sebesar 71% dan mahasiswa yang tidak memperhatikan iklan di Youtube sebesar 29%.
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