The Effects of Vlogger Credibility as Marketing Media on Brand Awareness to Customer Purchase Intention (Study on Traveloka With Arief Muhammad as a Vlogger on Youtube)

NUGRAHA, Anas (2018) The Effects of Vlogger Credibility as Marketing Media on Brand Awareness to Customer Purchase Intention (Study on Traveloka With Arief Muhammad as a Vlogger on Youtube). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Technological developments and innovations today affect multiple sectors in daily life, people using the Internet as a way of life and to fulfill everyday wants and needs. The Internet also affects several factors for a company, the company makes innovation as the Internet grows, one of them in the marketing sector. Social media is one platform that entrepreneur use to introduce their products, youtube as a video sharing website created by three former PayPal employees in February 2005, the site allows users to upload, watch and share videos. Various kinds of content created by youtube users to be enjoyed by other users, one of the most frequently enjoyed content is vlogg or video blogg, where people upload a video about how their daily lives are, so youtube is becoming more popular with vlogs and vloggers. Traveloka is a company that provides airline ticket, train and hotel with application-based services to be one company that uses vlogger services to collaborate in order to promote their products on the website especially youtube. Arief Muhammad became one of the vloggers selected by Traveloka to promote his products by creating travel content vlogg on Traveloka’s youtube channel. Traveloka ranked first in the site that provides travel services in Indonesia with a total visit on their application is 7,375,350 per month, so Traveloka does not want to be careless and want to innovate, one way to take advantage of the popularity of youtube began in 2017 is used as a means to promote their products so that the Indonesian people are more aware of the existence of such applications. Based on the problem, the purpose of this research is to analyze the components of credibility, attractiveness and expertise of brand awareness for purchase intention. The research methodology used for this research is case study with survey research method. Convenience sampling technique derived from non probability sampling technique used for sample selection. The sample of this research is 150, coming from people who actively use social media especially youtube in Purwokerto. Data processing method using SEM with AMOS software to analyze data. This study has implications for business actors; Because peursahaan develop, improve quality and make new innovations associated with the results of research.

Item Type: Thesis (Skripsi)
Nomor Inventaris: C17175
Uncontrolled Keywords: Credibility, Attractiveness, Expertise, Brand Awareness, Purchase Intention.
Subjects: C > C793 Consumers
P > P668 Purchasing
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Mrs Endang Kasworini
Date Deposited: 04 Aug 2020 07:13
Last Modified: 04 Aug 2020 07:13
URI: http://repository.unsoed.ac.id/id/eprint/4710

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