The Role of Youtubers on Covid-19 Prevention Products’ Purchase Intention in the New Normal Era
| Main Author: | Kusumawardhany, Prita Ayu |
|---|---|
| Format: | Proceeding NonPeerReviewed application/pdf |
| Bahasa: | eng |
| Terbitan: |
, 2021
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| Subjects: | |
| Online Access: |
http://repository.ubaya.ac.id/39764/ https://www.atlantis-press.com/proceedings/insyma-21/125958334 |
Daftar Isi:
- Everyone must own personal protective equipment to prevent the Covid-19 transmission. Consumers can buy Covid-19 prevention products at low to high prices. This study examines how YouTube video (vlog) affects millennial consumer perceptions and intention in purchasing Covid-19 prevention products. The social attractiveness, attitude homophily, and the physical attractiveness of the Para-Social Interaction theory (PSI) are used to assess the effect on perceptions of brand awareness, brand-user-imagery fit, brand value, and brand purchase intention. This research has 150 millennial respondents with processing method uses Partial Least Squares Structural equation modeling (PLS-SEM). The results of this study support the proposed model. The use of vlogs by Indonesian YouTubers and PSI as a brand management tool influences millennial consumer intention to determine the purchase of Covid-19 prevention product brands.