ANALYSIS OF FACTORS AFFECTING USERS’ ATTITUDE TOWARD THE YOUTUBE ADS AND THEIR EFFECTS ON PURCHASE INTENTION

Abstract

ABSTRACT

Research Purposes – This study aims to identify five factors in YouTube advertising (entertainment,
informativeness, customization, irritation and credibility) which might effect on ad value, and attitude
toward YouTube ads, leading to purchase intention of consumers.

Methods – The study uses conceptual models where their hypothesis is that the ad value is positively
correlated with respect to the attitude toward YouTube ads, which then affects consumer’s purchase
intention.

Result – This study found that entertainment, customization, and credibility is positively effected to
advertising value on YouTube, where ad value has a positive effect on attitude toward YouTube ads
and purchase intention of consumer.

Research limitations – For this study, our respondents include 248 active YouTube users in Indonesia
that will be used for data collection and analysis.

Originality/value – In addition, this study found that irritation is negatively effected to advertising
advertising value on YouTube, and informativeness has no effect on advertising value on YouTube.

Keywords: Ad value, attitude toward YouTube ads, credibility, customization, entertainment, informativeness, irritation, purchase intention.