TIMOTIUS, VICO (2026) PENGARUH KONTEN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN GAWAI MEREK IPHONE (Survei Terhadap Remaja Penonton Konten "AKHIRNYA APPLE NURUT! Kesan pertama iPhone 15 dan 15 Pro!" di Kanal YouTube@GadgetIn). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of digital media has made product review content on YouTube one of the main references for adolescents before purchasing a gadget. This study aims to determine the magnitude of the influence of product review content on the @GadgetIn YouTube channel on the purchase decision of iPhone gadgets among adolescent viewers of the content "AKHIRNYA APPLE NURUT! Kesan pertama iPhone 15 dan 15 Pro!". Product review content is defined as content containing assessments, reviews, and usage experiences of a product, measured through the dimensions of message, message appeal, and visual; purchase decision is the consumer process of making a buying choice, measured through seven dimensions: product type, product form, brand, distribution channel, purchase quantity, purchase timing, and payment method. This study is based on the Uses and Effects theory, using a quantitative approach with a deductive nature and a survey method. The sample consisted of 101 adolescent respondents obtained through a purposive sampling technique with online questionnaires; the data were analyzed using simple linear regression with SPSS. The results show the regression equation Y = 12.471 + 0.641X with a t-value of 8.240 greater than the t-table of 1.984 and a significance of 0.000 < 0.05, so H0 is rejected and Ha is accepted: product review content has a positive and significant effect on purchase decisions. The magnitude of the influence is 40.7% (coefficient of determination), while the remaining 59.3% is influenced by other factors outside this study. These findings confirm that independent creator review content is an effective digital marketing communication instrument in driving adolescent purchase decisions. Keywords: product review content, purchase decision, teenager, iphone Perkembangan media digital menjadikan konten ulasan produk di YouTube sebagai salah satu rujukan utama remaja sebelum membeli gawai. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh konten ulasan produk pada kanal YouTube @GadgetIn terhadap keputusan pembelian gawai merek iPhone pada remaja penonton konten "AKHIRNYA APPLE NURUT! Kesan pertama iPhone 15 dan 15 Pro!". Konten ulasan produk didefinisikan sebagai konten yang berisi penilaian, tinjauan, dan pengalaman penggunaan suatu produk yang diukur melalui dimensi pesan, daya tarik pesan, dan visual; adapun keputusan pembelian adalah proses konsumen dalam menetapkan pilihan membeli yang diukur melalui tujuh dimensi, yaitu jenis produk, bentuk produk, merek, penyaluran, jumlah pembelian, waktu pembelian, dan metode pembayaran. Penelitian berlandaskan teori Uses and Effects dengan pendekatan kuantitatif bersifat deduktif dan metode survei. Sampel berjumlah 101 responden remaja penonton konten yang diperoleh melalui teknik purposive sampling dengan penyebaran kuesioner daring; data dianalisis menggunakan regresi linear sederhana berbantuan program SPSS. Hasil penelitian menunjukkan persamaan regresi Y = 12,471 + 0,641X dengan nilai t-hitung 8,240 lebih besar daripada t-tabel 1,984 dan signifikansi 0,000 < 0,05, sehingga H0 ditolak dan Ha diterima: konten ulasan produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Besarnya pengaruh adalah 40,7% (koefisien determinasi), sementara 59,3% sisanya dipengaruhi faktor lain di luar penelitian. Temuan ini menegaskan bahwa konten ulasan kreator independen merupakan instrumen komunikasi pemasaran digital yang efektif dalam mendorong keputusan pembelian remaja. Kata Kunci : konten ulasan, keputusan pembelian, remaja, iphone
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