PURCHASE INTENSITY ANALYSIS OF MUSLIM MILLENNIAL CONSUMERS WITH YOUTUBE FOOD CONTENT

Abstract

Indonesian millennial consumers are potential consumers in business because they spend much time on social media interaction. This research was conducted in Indonesia by distributing questionnaires through Google Forms to 200 respondents using a purposive sampling technique. The analytical technique used in this study is the structural equation modeling (SEM) method with a partial least squares (PLS) approach. The results show that millennials' purchase intention is not influenced by the number of views, likes, comments, and replies (VLCR) but by information source credibility. However, video characteristics, information quality, and perceived usefulness of the information in YouTube content have a significant effect on Indonesian millennials' purchase intention.