PURCHASE INTENSITY ANALYSIS OF MUSLIM MILLENNIAL CONSUMERS WITH YOUTUBE FOOD CONTENT

NUR AFIFAH

Abstract


Konsumen milenial Indonesia merupakan konsumen potensial dalam berbisnis karena mereka banyak menghabiskan waktu untuk interaksi media sosial. Penelitian ini dilakukan di Indonesia dengan menyebarkan kuesioner melalui Google Forms kepada 200 responden dengan menggunakan teknik purposive sampling. Teknik analisis yang digunakan dalam penelitian ini adalah metode Structural Equation Modelling (SEM) dengan pendekatan Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa niat beli milenial tidak dipengaruhi oleh jumlah view, like, comment, and reply (VLCR) tetapi oleh kredibilitas sumber informasi. Namun, karakteristik video, kualitas informasi, dan persepsi manfaat informasi dalam konten YouTube berpengaruh signifikan terhadap minat beli generasi milenial Indonesia.

Keywords


Niat beli, VLCR, kualitas informasi, kredibilitas sumber informasi

References


Augusty, Ferdinand. 2006. Metode Penelitian Manajemen: Pedoman Penelitian untuk Skripsi, Tesis dan Disertai Ilmu Manajemen. Semarang: Universitas Diponegoro.

Ayeh, J. K., D. Leung, N. Au, and R. Law. (2012). Perceptions and Strategies of Hospitality and Tourism Practitioners on Social Media: An Exploratory Study. In Information and Communication Technologies in Tourism.

Bae, S. and Lee, T. (2011) Gender Differences in Consumers’ Perception of Online Consumer Views. Electronic Commerce Research.

Bahtar, Azlin Zanariah., Muda, Mazzini. (2016). The Impact of User–Generated Content (UGC) on Product Reviews towards Online Purchasing - A Conceptual Framework. Procedia Economics and Finance. Malaysia.

Bilson Simamora. (2005). Analisis Multivariat Pemasaran. Jakarta: Gramedia Pustaka Utama.

Bouhlel, O., Mzoughi, N., Ghachem, M. S., Negra, A. (2010). Online Purchase Intention, Understanding the Blogosphere Effect. International Journal of e-Business Management.

Cen Wang. (2015). Do People Purchase What They View from YouTube? : The Influence of Attitude and Perceived Credibility of User-Generated Content on Purchase Intention. Florida State University Libraries. The USA.

Cheung, C. M., Lee, M. K., &Rabjohn, N. (2008). The Impact of Electronic Word-Of-Mouth: The Adoption of Online Opinions In Online Customer Communities. Internet Research.

Choi, Woojin., Lee, Yuri. (2019). Effects of Fashion Vlogger Attributes On Product Attitude and Content Sharing. Springer Open. South Korea.

Coursaris, C., van Osch, W. and Balogh, B. (2016). Informing brand messaging strategies via social media analytics. Online Information Review.

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology.MIS Quarterly.

Dissecting Youtube As New Media With Jean Baudrillad's Thoughts. Faculty of Cultural Sciences, Universitas Indonesia. Jakarta.

Dobrian, F., Awan, A., Joseph, D., Ganjam, A., Zhan, J., Sekar, V., Stoica, I., Zhang, H. (2013). Understanding the Impact of Video Quality on User Engagement. Communications of the ACM.

Do-Hyung Park, Jumin Lee &Ingoo Han. (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce: Volume 11.

Durianto, Darmadi. (2011). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: Gramedia Pustaka Utama.

Erkan, Ismail and Evans, Chris. (2016). the Influence of Ewom in Social Media on Consumers’ Purchase Intentions: An Extended Approach to Information Adoption. Computers in Human Behavior.

Ferdinand, Augusty. (2002). Pengembangan Minat Beli Merek Ekstensi. Semarang: Badan Penerbit Universitas Diponegoro.

Freeman, K.S., & Spyridakis, J.H. (2004). An Examination of Factors That Affect the Credibility of Online Health Information. Semantic Scholar.

Goldsmith, E. Renald., Lafferty, A. Barbara; Neweli, J. Stephen. (2000). the Impact of Corporate Credibility and Celebrity on Consumer Reaction to Advertisements and Brands. Journal of Advertising.

Gozali, Yoselvin Christine. (2018). Konten Review Product Beauty Vlogger dan Minat Beli Mahasiswa (Studi Korelasional Pengaruh Konten Review Product Beauty Vlogger terhadap Minat Beli Mahasiswi FISIP USU). Departement Ilmu Komunikasi Universitas Sumatera Utara.

Hidayanto, A. N. (2018). Vlogging: Trigger to Impulse Buying Behaviors. Twenty-Second Pacific Asia Conference on Information Systems. Japan.

Howe, Neil., Strauss, William. (2000). Millennials Rising. New York: Vintage Books. ISBN 0-375-70719-0.

Hsu, H. Y., Tsou, H. T. (2011). Understanding Customer Experiences in Online Blog Environments. International Journal of Information Management.

Jarboe, G. (2012). “What's the Ideal Length for A YouTube Marketing Video? A Look into Video Duration vs. Social Sharing.” Artikel. https://tubularinsights.com/length-youtube-video/. Diakses Juli 2019.

Kim, B. G., Park, S. C., & Lee, K. J. (2007). A structural equation modeling of the Internet acceptance in Korea. Electronic Commerce Research and Applications.

Kim, K., Cheong, Y., & Kim, H. (2017). User-Generated Product Reviews on the Internet: The Drivers and Outcomes Of The Perceived Usefulness Of Product Reviews. International Journal of Advertising.

Lee, Kyungji. (2018). The Influence of Beauty-Related YouTube content on Consumers' Purchase Intention. Trace: Tennessee Research and Creative Exchange. The USA.

Lee, S. H. (2009). How Do Online Reviews Affect Purchasing Intention? African Journal of Business Management.

Manap, Khairulhilmi., Adzharudin, Azura Nor. (2013). The Role of User Generated Content (UGC) in Social Media for the Tourism Sector. The 2013 WEI International Academic Conference Proceedings. Turkey.

Matute, J., Matute, J., Polo-Redondo, Y., Polo-Redondo, Y., Utrillas, A., &Utrillas, A. (2016). The Influence Of EWOM Characteristics On Online Repurchase Intention: Mediating Roles Of Trust And Perceived Usefulness. Online Information Review.

Mir, Imran Anwar., Rehman, Kahif Ur. (2013). Factors Affecting Consumer Attitude and Intentions Toward User-Generated Product Content On Youtube. Management & Marketing Challenges for the Knowledge Society. Pakistan.

Moens, M. F., Li, J., Chua, T. S. (2014). Mining User-Generated Content. New York, USA: CRC Press, Taylor & Francis Group.

Nigam, Ashutosh. (2016). Website Quality and Consumer Online Purchase Intention of Railway Tickets in India. International Journal of Engineering, Management, Humanities and Social Sciences Paradigms (IJEMHS). India.

Ohanian, Roobina. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising.

O'Reilly, K. and Marx, S. (2011). How Young, Technical Consumers Assess Online WOM Credibility. Qualitative Market Research: An International Journal.

Purnawirawan, N., De Pelsmacker, P. & Dens, N. (2012) Balance And Sequence In Online Reviews: How Perceived Usefulness Affects Attitudes And Intentions. Journal of Interactive Marketing.

Satgunam, P., Woods, R. L., Bronstad, P. M., Peli, E. (2010). Factors Affecting Image Quality Preferences. Digest of Technical Papers-SID International Symposium.

Sciffmandan, Kanuk. (2007). PerilakuKonsumen. EdisiKedua. Jakarta: PT. Indeks Gramedia.

Sinaga, R. E. M., Kusumawati, A. (2018). Pengaruh Youtube Beauty Vlogger Terhadap Minat Beli Konsumen dan Dampaknya Terhadap Keputusan Pembelian Produk (Studi Pada Pengguna Kosmetik Maybelline Di Indonesia). Jurnal Administrasi Bisnis (JAB) Vol. 63. Indonesia.

Strategies to Conquer the Market through Equity Research and Brand Behavior. Jakarta: Gramedia Main Library

Supratman, Lucy Pujasari. (2018). Penggunaan Sosial Media oleh Digital Native. Universitas Telkom. Bandung.

Sussman, S. W., & Siegal, W. S. (2003). Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption. Information Systems Research.

Swara, Enobening. (2014). Membedah Youtube Sebagai New Media Dengan Pemikiran Jean Baudrillad. Fakultas Ilmu Pengetahuan Budaya, Universtitas Indonesia. Jakarta.

Tang, L. (2017). Mine Your Customers or Mine Your Business: The Moderating Role of Culture in Online Word-of-Mouth Reviews. Journal of International Marketing.

Terry Daugherty, Matthew S. Eastin& Laura Bright. (2008). Exploring Consumer Motivations for Creating User-Generated Content. Journal of Interactive Advertising. Texas.

Thompson, R.L., Higgins, Christopher A., danHowwel, Jane M. 1994. Influence of Experience on Personal Computer Utilization: Testing a Conceptual Model. Journal of Management Information Systems.

Wunch, Vincent S., Vickery, G. (2007). Participative Web and User-Created Content: Web 2.0 Wikis and Social Networking. Organization for Economic Cooperation and Development (OECD) Paris, France.

Yuksel, Hale Fulya. (2016). Factors Affecting Purchase Intention in YouTube Videos (A Research On Make Up / Beauty Channels). The Journal of Knowledge Economy & Knowledge Management. Turki.

https://blog.midtrans.com/7-metrik-untuk-menilai-performa-channel-youtube-anda/ (diakses pada Juli 2019).

https://sarwono.my.id/lifestyle/memahami-10-perilaku-konsumen-milenial (diakses pada Juli 2019).

https://famous.brilio.net/video/personality/7-jenis-video-vlog-yang-populer-di-youtube-indonesia-170224q.html (diakses pada Agustus 2019).

www.youtube.com/channel/jwestbros (diakses pada Agustus 2019).

www.youtube.com/channel/ken&grat (diakses pada Agustus 2019).




DOI: http://dx.doi.org/10.15548/maqdis.v7i1.451

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

   

View My Stats