The Effect of YouTube Advertising and eWOM on Brand Awareness and Purchase Intention Among Millennial Consumers in Indonesia
This study investigates the influence of YouTube advertising and electronic word-of-mouth (eWOM) on brand awareness and purchase intention among millennial consumers in Indonesia. This research is guided by the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) to explain ho...
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| Format: | Article |
| Language: | English |
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Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2025-04-01
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| Series: | Indonesian Interdisciplinary Journal of Sharia Economics |
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| Online Access: | https://www.e-journal.uac.ac.id/index.php/iijse/article/view/6872 |
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| author | Nufika Salsa Yiki Imronudin Imronudin |
| author_facet | Nufika Salsa Yiki Imronudin Imronudin |
| author_sort | Nufika Salsa Yiki |
| collection | DOAJ |
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This study investigates the influence of YouTube advertising and electronic word-of-mouth (eWOM) on brand awareness and purchase intention among millennial consumers in Indonesia. This research is guided by the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) to explain how digital marketing through YouTube ads and eWOM affects consumer behavior. The sample comprises 200 millennial consumers who actively use YouTube. Purposive sampling was employed to target individuals within this specific demographic. The study participants were aged 18–35 years, with varied educational backgrounds and income levels, providing insights into how these factors influence exposure to digital marketing and purchase decisions. Data analysis was conducted using Smart PLS software, with detailed testing for the validity and reliability of the measurement instruments. Specifically, the study examined factor loadings, average variance extracted (AVE), and composite reliability. Hypothesis testing results indicated a significant influence of YouTube and eWOM advertisements on brand awareness. Moreover, both YouTube and eWOM ads significantly impacted purchase intention among Indonesian millennials.
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| format | Article |
| id | doaj-art-e2241537d23d4da89f8b9ab2b9539a23 |
| institution | DOAJ |
| issn | 2621-606X |
| language | English |
| publishDate | 2025-04-01 |
| publisher | Universitas KH Abdul Chalim, Prodi Ekonomi Syariah |
| record_format | Article |
| series | Indonesian Interdisciplinary Journal of Sharia Economics |
| spelling | doaj-art-e2241537d23d4da89f8b9ab2b9539a232025-08-20T03:13:48ZengUniversitas KH Abdul Chalim, Prodi Ekonomi SyariahIndonesian Interdisciplinary Journal of Sharia Economics2621-606X2025-04-018210.31538/iijse.v8i2.6872The Effect of YouTube Advertising and eWOM on Brand Awareness and Purchase Intention Among Millennial Consumers in IndonesiaNufika Salsa Yiki0Imronudin Imronudin1Universitas Muhammadiyah Surakarta, Surakarta, IndonesiaUniversitas Muhammadiyah Surakarta, Surakarta, Indonesia This study investigates the influence of YouTube advertising and electronic word-of-mouth (eWOM) on brand awareness and purchase intention among millennial consumers in Indonesia. This research is guided by the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) to explain how digital marketing through YouTube ads and eWOM affects consumer behavior. The sample comprises 200 millennial consumers who actively use YouTube. Purposive sampling was employed to target individuals within this specific demographic. The study participants were aged 18–35 years, with varied educational backgrounds and income levels, providing insights into how these factors influence exposure to digital marketing and purchase decisions. Data analysis was conducted using Smart PLS software, with detailed testing for the validity and reliability of the measurement instruments. Specifically, the study examined factor loadings, average variance extracted (AVE), and composite reliability. Hypothesis testing results indicated a significant influence of YouTube and eWOM advertisements on brand awareness. Moreover, both YouTube and eWOM ads significantly impacted purchase intention among Indonesian millennials. https://www.e-journal.uac.ac.id/index.php/iijse/article/view/6872Brand Awareness, eWOM, Purchase Intention, YouTube |
| spellingShingle | Nufika Salsa Yiki Imronudin Imronudin The Effect of YouTube Advertising and eWOM on Brand Awareness and Purchase Intention Among Millennial Consumers in Indonesia Indonesian Interdisciplinary Journal of Sharia Economics Brand Awareness, eWOM, Purchase Intention, YouTube |
| title | The Effect of YouTube Advertising and eWOM on Brand Awareness and Purchase Intention Among Millennial Consumers in Indonesia |
| title_full | The Effect of YouTube Advertising and eWOM on Brand Awareness and Purchase Intention Among Millennial Consumers in Indonesia |
| title_fullStr | The Effect of YouTube Advertising and eWOM on Brand Awareness and Purchase Intention Among Millennial Consumers in Indonesia |
| title_full_unstemmed | The Effect of YouTube Advertising and eWOM on Brand Awareness and Purchase Intention Among Millennial Consumers in Indonesia |
| title_short | The Effect of YouTube Advertising and eWOM on Brand Awareness and Purchase Intention Among Millennial Consumers in Indonesia |
| title_sort | effect of youtube advertising and ewom on brand awareness and purchase intention among millennial consumers in indonesia |
| topic | Brand Awareness, eWOM, Purchase Intention, YouTube |
| url | https://www.e-journal.uac.ac.id/index.php/iijse/article/view/6872 |
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