Yohanes, Daniel
(2018)
Influence of trustworthy, attractiveness, and expertise in the Youtube online review video of smartphone.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The purpose of this study was to determine the effect of the level of trust, attractiveness, and expertise in online video reviews on the Youtube platform with smartphone product purchasing decisions. This research was obtained by distributing questionnaires to respondents. Respondents in this study were Youtube users who watched video reviews before buying smartphone products. Respondents in this study amounted to 167 people. The selection of respondents uses purposive sampling technique. The method of analysis is the Classical Assumption Test and t Test and F Test using the SPSS program. The results of the analysis show 2 supported hypotheses, including expertise as one of the factors in online video that influences purchasing decisions of smartphone products, and the overall variables of trustworthiness, attractiveness, and experimentation from online video reviews simultaneously influence purchasing decisions in ons in buying smartphone products. The conclusion of the hypothesis results in this study states that trustworthy, attractiveness, and expertise simultaneously affect the increase in purchase decision and expertise partially resulting in a significant increase in the purchase decision of smartphone products in an online video review on Youtube. The managerial implication of this research is that smartphone companies that want to introduce their products via the YouTube platform by giving products to YouTubers to review should consider if the reviewer is expert or has the skills to describe information about smartphone products.
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