The Influence Of The Antecedents Of Youtube Perceived Advertising Value On Purchase Intention Through Brand Awareness As Intervening Variable At Tokopedia

Abstract

Abstract
Since 2013, Indonesian consumers have started to choose online shopping with the growth of internet usage in Indonesia. E-commerce is growing rapidly in Indonesia and Tokopedia is a growing and well-known marketplace. Tokopedia has become the largest e-commerce and unicorn company market since 2017. The purpose of this study was to determine the influence of Perceived Advertising Value's antecedents consisting of Informativeness, Entertainment, Lack of Irritation, and Credibility, and also evaluate the influence of Purchase Intention through Brand Awareness. This research uses quantitative methods. The sampling technique used is non-probability sampling with purposive sampling. The data collection used is a questionnaire technique that is distributed online. The minimum number of respondents in this study was 275 respondents who have characteristics such as Indonesians who have watched Tokopedia advertisements on YouTube. The data analysis technique used descriptive analysis and SEM analysis using SmartPLS 3.0 software. Based on the results of the descriptive analysis of the Informativeness, Entertainment, Lack of Irritation, and Credibility variables, it is found that Informativeness, Lack of Irritation, and Credibility have a significant positive effect on Perceived Advertising Value and are categorized as good, while Entertainment has no significant effect. Perceived Advertising Value has a significant positive effect on Brand Awareness and Brand Awareness has a significant positive effect on Purchase Intention.
Keywords: Informativeness, Lack of Irritation, Credibility, Perceived Advertising Value, Brand Awareness, Purchase Intention.