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All Journal Jurnal Manajemen dan Bisnis Sriwijaya Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia
Adrian Achyar
Universitas Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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ANALYSIS OF FACTORS AFFECTING USERS’ ATTITUDE TOWARD THE YOUTUBE ADS AND THEIR EFFECTS ON PURCHASE INTENTION Shifa Nabila; Adrian Achyar
JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA Vol 17, No 2 (2019): Jurnal Manajemen dan Bisnis Sriwijaya
Publisher : Program Studi Magister Manajemen FE Unsri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbs.v17i1.8858

Abstract

ABSTRACTResearch Purposes – This study aims to identify five factors in YouTube advertising (entertainment, informativeness, customization, irritation and credibility) which might effect on ad value, and attitude toward YouTube ads, leading to purchase intention of consumers.Methods – The study uses conceptual models where their hypothesis is that the ad value is positively correlated with respect to the attitude toward YouTube ads, which then affects consumer’s purchase intention.Result – This study found that entertainment, customization, and credibility is positively effected to advertising value on YouTube, where ad value has a positive effect on attitude toward YouTube ads and purchase intention of consumer.Research limitations – For this study, our respondents include 248 active YouTube users in Indonesia that will be used for data collection and analysis.Originality/value – In addition, this study found that irritation is negatively effected to advertising advertising value on YouTube, and informativeness has no effect on advertising value on YouTube.Keywords: Ad value, attitude toward YouTube ads, credibility, customization, entertainment, informativeness, irritation, purchase intention.
The effect of firm created content and user generated content evaluation on customer-based brand equity Vinna Hermaren; Adrian Achyar
INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia Vol. 2 No. 1 (2018): INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia - Edisi Desember 2018
Publisher : Forum Inovasi Bisnis dan Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (466.777 KB) | DOI: 10.31842/jurnal-inobis.v2i1.63

Abstract

The purpose of this paper is to investigate social media communication and its impact on customer-based brand equity. Compare two social media communication tools that are firm created content and user generated content. A total of 114 data sets developed through a standard online survey to investigate the impact of firm created content and user-generated content evaluation in social media on brand awareness / association, perceived quality and brand loyalty to the cosmetics industry in Indonesia. A mini survey was conducted to find out the types of cosmetic brands that do not perform ad campaigns in traditional media such as television to see clearly the influence of brand communication in social media against brand awareness and association. The author applies Structural Equation Modeling (SEM) techniques to investigate the effect of communication on social media on customer-based brand equity. The findings of this study indicate that evaluation of firm created content has a positive and significant impact on brand association / awareness, perceived quality and brand loyalty. Meanwhile, evaluation of user-generated content has significant effect only on brand awareness / association and perceived quality. In the dimensions of customer-based brand equity, only perceived quality is significantly influenced by brand awareness / association. This research is relevant for marketers for the development of corporate strategy, especially in the cosmetics industry that uses social media as a medium of communication to customers. 
Co-Authors Joshua Jeffrey Kurniawan Shifa Nabila Vinna Hermaren