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All Journal Abdimas Universal International Journal of Multidisciplinary Approach Research and Science
Nugraha, Ferryan
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Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Immunology & microbiology Law, Crime, Criminology & Criminal Justice Social Sciences

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Exploring the Influence of YouTube Videos on Purchase Intentions among Millennial Consumers in Tasikmalaya City Nugraha, Ferryan
International Journal of Multidisciplinary Approach Research and Science Том 1 № 02 (2023): International Journal of Multidisciplinary Approach Research and Science
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/ijmars.v1i02.68

Abstract

The paradigm of consumer purchase decisions has been altered by the digital marketing landscape. Presently, consumers actively seek reliable and truthful information to assist them in their purchasing decisions. A noteworthy group in this regard is the Millennial generation, who dedicate a substantial amount of their time to online activities, with a particular focus on social media platforms. This generation, often referred to as "technology savvy," demonstrates their reliance on technology and employs it for various decisions that impact them, including their purchasing intentions. Prior to making a purchase, Millennial extensively research product information and align it with their individual needs and interests. The objective of this research was to examine the impact of user-generated content (UGC) on the purchasing intentions of Millennials in Tasikmalaya city. The investigation was conducted utilizing the prominent social media platform, YouTube. The primary aims of this research were to identify the factors that influence purchasing intentions and to comprehend the attitudes of Millennials towards purchasing after watching product-related videos on YouTube.To achieve these goals, the researcher administered an online questionnaire to individuals who had viewed smartphone product videos on YouTube. The questionnaire, comprising 350 valid responses, served as the means to test the hypotheses using the Structural Equation Modelling approach. The research yielded significant findings, that factors such as video quality, duration, and the adeptness and delivery of the presentation are crucial in influencing the purchase decisions of Millennial consumers. In summary, these findings imply that those aspects play a substantial and positive role in heightening the purchase intentions of Millennials in Tasikmalaya City.
Penataran Solusi Meningkatkan Kinerja dan Efektivitas Kerja Karyawan UMKM Kuliner Kota Tasikmalaya Sudirman, Rendy; Nugraha, Ferryan; Kurniawan, Heru; Kurnia, M. Ikhsan; Enas, Ujang
Abdimas Universal Vol. 8 No. 1 (2026): April
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Balikpapan (LPPM UNIBA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36277/abdimasuniversal.v8i1.524

Abstract

The culinary segment is one of Tasikmalaya city's strengths in attracting both local and out-of-town tourists. Amidst the proliferation of culinary franchises, the food industry is striving to maintain its competitiveness with culinary companies from outside the city, which are backed by capital, brand image, and, of course, employees with superior skills compared to MSME employees who have not received training. The subject of this activity is culinary entrepreneurs in Tasikmalaya city, and the training was held at the Baso Mang Ja'i Tasikmalaya Hall. The main objective of this activity is to help provide business understanding for culinary entrepreneurs in the field of human resource management. From the results of the training, participants responded with questions related to ways to improve work effectiveness and performance, which were complained about by culinary entrepreneurs in Tasikmalaya city. Thus, it can be seen that the audience felt the direct benefits of the community service activities that had been carried out because they contained solutions to the problems faced by the attendees in these activities.
Co-Authors Enas, Ujang Heru Kurniawan Kurnia, M. Ikhsan Sudirman, Rendy