PENGARUH VIDEO ADVERTISING TERHADAP MINAT BELI KONSUMEN

Abstract

One form of advertising is video advertising which is an attractive marketing strategy and is more ogled by advertisers than other marketing strategies because video advertising or video advertising has audiovisual elements to convey key selling points and build a brand image for consumers or customers. This study aims to determine whether video advertising is proven to have an influence on consumer buying interest. The independent variable (X) in this study is video advertising with indicators of informativeness, entertainment, and irritation which is tested for its effect on the dependent variable (Y), namely the buying interest of consumers who have watched the video advertising "Can Ramadhan Lancar Jaya Together grab it!" on the Youtube platform. The research sample is 100 respondents who are viewers of the video advertising "Bisalah Ramadhan Lancar Jaya Bareng Grab!" with a minimum age category of 17 years. All data collected in this study were analyzed using multiple linear regression. The results of this study indicate that informativeness, entertainment, and irritation indicators have an effect on consumer buying interest with the informativeness indicator as the most dominant video advertising indicator on consumer buying interest.