NILAI IKLAN DAN NIAT PEMBELIAN DI ATAS TALIAN DI YOUTUBE

Abstract

The existence of the Internet causes social media platforms such as blogs, Facebook, Twitter, Instagram and YouTube increasingly developing and booming, especially with the availability of today's smartphone progress. Smartphones mobile data usage allows individuals to be able to quickly access a search via social media even wherever they are. Duet to this potential, social media has become an integral part of the important thing for companies nowadays to connect with target audiences and organize effective strategies to attract their attention. At the same time, social media is becoming a place where online advertising is used.  So much undeniably that most of the profits for apps and social media websites mostly come from the ad sector.  The existence of this digital platform makes the targeters so sensitive to research on advertisement effectiveness to enable them to determine the most effective and appropriate communication medium for placing their ads. The value of advertising was found significantly more dependent on ad entertainment, ad descriptions provided, lack of irritation in advertisements, and ad credibility. Besides, price factors, trust values and service quality are also online capable of influencing consumer purchase intentions. In that respect, this paper is dedicated to discussing the value of advertisements, pricing factors, trust values and quality of service also online and the intention of online purchases on YouTube.    Keywords : Value of Advertisements, Intention of Online Purchases, Social Media, YouTube