Jurnal Bisnis dan Akuntansi
Vol. 23 No. 1 (2021): Jurnal Bisnis dan Akuntansi

ENTERTAINMENT, INFOMATIVENESS, CREDIBILITY, ATTITUDES TERHADAP PURCHASE INTENTION PADA SUBSCRIBER CHANNEL YOUTUBE

CHRISMANTARA RUBY SETIAWAN (Trisakti School of Management)
VITA BRILIANA (Trisakti School of Management)

Article Info

Publish Date
16 Feb 2021

Abstract

The purpose of this study was to determine the effect of entertainment, informativeness, credibility, and attitudes towards purchasing intentions of Deddy Corbuzier's YouTube channel viewers for products advertised in YouTube podcasts. The sampling technique used purposive sampling using a sample of 212 respondents whose data were processed using SmartPLS 3.0 and IBM SPSS 25. The results showed that all variables (entertainment, informativeness, credibility, and attitude) had a significant effect on purchase intentions.

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Journal Info
Jurnal Bisnis dan Akuntansi
Website

Abbrev

JBA

Publisher

Sekolah Tinggi Ilmu Ekonomi Trisakti

Subject

Economics, Econometrics & Finance

Description

Jurnal Bisnis dan Akuntansi is biannual publication issued in the month of June and December. Jurnal Bisnis dan Akuntansi is a scientific journal which prioritizes the publication of articles (research and non-research based) regarding to business and accounting issues that deal with social issues ...