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All Journal PIKSEL : Penelitian Ilmu Komputer Sistem Embedded and Logic
RA Dyah Wahyu Sukmaningsih
Bina Nusantara University
Computer Science & IT Decision Sciences, Operations Research & Management

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The Influence of Youtube Ads on Purchase Intention Willy Kristian; RA Dyah Wahyu Sukmaningsih; Eric Gunawan; Rafy Pranadya Annaufal; Rafi Giffari
PIKSEL : Penelitian Ilmu Komputer Sistem Embedded and Logic Vol 11 No 1 (2023): March 2023
Publisher : LPPM Universitas Islam 45 Bekasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/piksel.v11i1.5919

Abstract

The high number of social media users on YouTube has made many companies interested in advertising on the platform. However, many YouTube users tend to skip the ads that are displayed. The main objective of this research is to determine the factors within YouTube ads that have an influence on Purchase Intention. This study uses a quantitative research method, with variables including Informativeness, Entertainment, Customization, Irritation, Advertising Value, Flow Experience, Brand Awareness, and Purchase Intention. The results of this research show that Informativeness has a significant influence on Advertising Value but not on Flow Experience. Meanwhile, Entertainment and Customization have a significant influence on both Advertising Value and Flow Experience, and Advertising Value, Brand Awareness, and Flow Experience have a significant influence on Purchase Intention. As for Irritation, this variable does not have a significant influence on Advertising Value and Flow Experience.
Factors Influencing Students' Intention to use Online Tutoring Applications in Jakarta RA Dyah Wahyu Sukmaningsih; Adam Kurniawan; Ronald Ronald
PIKSEL : Penelitian Ilmu Komputer Sistem Embedded and Logic Vol 11 No 1 (2023): March 2023
Publisher : LPPM Universitas Islam 45 Bekasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/piksel.v11i1.6318

Abstract

As the COVID-19 pandemic has disrupted traditional learning methods, many students have turned to online tutoring as a supplementary source of education. This study aims to identify the factors that influence students' intention to use online tutoring applications. Data was collected from 401 student respondents in Jakarta through a questionnaire, and analyzed using smart PLS. The results show that perceived brand orientation, interactive course features, course quality, perceived usefulness, perceived ease of use, and trust all have a significant impact on students' intention to use online tutoring applications. These findings have implications for the design and promotion of online tutoring applications, as well as for policymakers and educators seeking to support student learning in the era of COVID-19.
Co-Authors Adam Kurniawan Eric Gunawan Rafi Giffari Rafy Pranadya Annaufal Ronald Ronald Willy Kristian