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All Journal Golden Ratio of Data in Summary Parahyangan Management Science and Practices Review
Anggawidjaja, Agus Hasan Pura
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH TRUEVIEW ADS YOUTUBE TERHADAP SIKAP KONSUMEN DAN DAMPAKNYA TERHADAP NIAT BELI PRODUK UNIQLO Yolanda, Valent; Anggawidjaja, Agus Hasan Pura
Parahyangan Management Science and Practices Student Review Vol 1 No 1 (2024): Parahyangan Management Science and Practices Review
Publisher : Universitas Katolik Parahyangan

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Abstract

Technological advances and the rapidly increasing internet use are currently good opportunities for companies. Social media and online platforms, including YouTube, can be used to advertise brands. YouTube offers a trueview ads feature (ads that appear or are displayed when a YouTube user watches a video). With YouTube trueview ads, companies are required to be able to create attractive advertisements so that viewers do not choose the "skip ads" option. The hope is that the existence of attractive advertisements can create positive consumer attitudes toward the brand being advertised, thereby generating purchase intentions from viewers of the advertisement. One company that uses trueview ads is Uniqlo. This research aims to determine the effect of Uniqlo trueview ads on consumer attitudes and their impact on Uniqlo purchase intentions. This research used purposive sampling in sample collection and collected 100 respondents with age criteria of 18 - 35 years who had seen Uniqlo's trueview ads. The data obtained was then processed using Partial Least Squares Structural Equation Modeling (PLS-SEM). From the research results, it was found that Uniqlo's trueview ads on YouTube had a positive and significant influence on purchase intentions and consumer attitudes as intervening variables.
Factors Influencing Purchase Intention for Luxury Brands in Indonesia’s Emerging Market Debby, Teresia; Aprianingsih, Atik; Anggawidjaja, Agus Hasan Pura; Wardhono, Wisnu; Budiyono, Eric Angga; Ka’bah, Indi Rafiyal
Golden Ratio of Data in Summary Vol. 6 No. 1 (2026): November - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v6i1.1867

Abstract

The Indonesian luxury goods market has grown significantly over the past decade due to rising disposable incomes, urbanization, and a growing middle class. Understanding the drivers of luxury brands’ purchase intention is essential, especially in Generation Z. This study examines the influence of hedonic, social, and financial value on purchase intention through attitudes toward luxury brands among Generation Z in Indonesia. This study employs PLS-SEM to analyze data collected from 103 Generation Z respondents across Indonesia through an online survey. The results of this study indicate that financial value and hedonic value have a positive and significant influence on customer attitudes toward luxury brands, whereas social value does not have a significant influence on these attitudes. This finding indicates that consumers may prioritize intrinsic qualities of luxury items, such as quality and personal aesthetic appeal, over the social status associated with these goods. Additionally, customer attitude towards luxury brands has a positive and significant influence on purchase intention. The results of this study suggest that luxury brands in Indonesia can increase the purchase intention of Generation Z by fostering a positive attitude towards luxury brands, which offer both financial and hedonic value.
Co-Authors Atik Aprianingsih Budiyono, Eric Angga Debby, Teresia Ka’bah, Indi Rafiyal V. J. Wisnu Wardhono Yolanda, Valent