Jurnal Manajemen dan Kewirausahaan (JMDK)
Vol 7, No 1 (2019): June 2019

Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention

Yunita, Dessy (Unknown)
Nazaruddin, Ahmad (Unknown)
Nailis, Welly (Unknown)

Article Info

Publish Date
30 Jun 2019

Abstract

This study aims to examine the influence of YouTube Advertising on brand awareness and purchase intention. This study uses a conclusive design with single cross sectional. The number of samples are 210 respondents who watched advertisements on Youtube as research objects. Entertainment, informativeness, irritation, credibility, brand awareness and purchase intention are used to discuss the results of research. The results of this study show that the Youtube Advertising dimension does not influencee brand awareness, but brand awareness has impact on purchase intention.https://doi.org/10.26905/jmdk.v7i1.2538

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Journal Info
Jurnal Manajemen dan Kewirausahaan (JMDK)
Website

Abbrev

jmdk

Publisher

Universitas Merdeka Malang

Subject

Decision Sciences, Operations Research & Management

Description

Jurnal Manajemen dan Kewirausahaan is a periodical issue containing information and analysis related to management science and entrepreneurship. This journal is of a popular scientific nature that includes both theoretical and empirical research. ...