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All Journal JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK
Dizki T Irfansah
Universitas Yapis Papua
Decision Sciences, Operations Research & Management Engineering Industrial & Manufacturing Engineering Transportation

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The Effects of YouTube Advertising on Brand Awareness through the Word of Mouth on the Smartphone Company Huawei in Jayapura City Khusnul Khotimah; Imran Syafei; Dizki T Irfansah
Jurnal Manajemen Industri dan Logistik Vol 6, No 2 (2022): November 2022
Publisher : Politeknik APP Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30988/jmil.v6i2.1097

Abstract

YouTube is a company that provides digital-based information. It provides us with the information that is used not only for entertainment, but also for social interactions by enabling comments, content searching, and visual attractions. This is widely used by many businessmen (marketers) or companies in marketing their products on a mobile basis. The purpose of this study is to investigate whether or not the YouTube Advertising has an influence on Brand Awareness through the Word-of-Mouth at the Huawei Smartphone company in Jayapura City. The problem identified is whether or not the word of mouth marketing strategy can mediate the relationship between YouTube advertising and brand awareness. The research method used is the mixed quantitative and qualitative method, and the type of research is explanatory research. The population is the people living in Jayapura who use Huawei smartphones. The sample is collected using the accidental sampling technique with a total of 140 people, which is 10 times the number of indicators 14. The results show that the indirect > direct relationship, namely 0.498 > 0.10. Thus, it can be concluded that word of mouth succeeded in mediating (fully mediating) the relationship between YouTube advertising and brand awareness.
Co-Authors Imran Syafei Muhammad Nur Khusnul Khotimah