ILHAM, ICHSAN (2023) PENGARUH KONTEN REVIEW KENDARAAN BEKAS SEBAGAI CONTENT MARKETING DI YOUTUBE TERHADAP MINAT BELI KONSUMEN DI MARKETPLACE OTOMOTIF OLX AUTOS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Seeing that the population of vehicles, especially cars, and the use of social media in Indonesia continues to increase, the automotive industry continues to compete, giving rise to marketing strategies using social media, especially YouTube. Marketplaces selling used cars continue to find effective marketing strategies to increase buying interest. The use of YouTube social media is in line with SIP communication theory, where the bond between the transmitter and recipient of information is as intimate as face-to-face or even more. This research uses a quantitative approach that uses an explanatory type. The research method used was a survey conducted on 101 respondents in East Jakarta aged 30-44 years using probability and simple random sampling techniques. The data results were processed using SmartPLS 4 through Validity Test, Reliability Test and Hypothesis Test. This research discusses the influence between content marketing and purchase interest, namely product relevance, information accuracy, delivery explanation and preferential and exploratory interest. This research concludes that there is a significant influence between content marketing and purchasing interest. Keywords: Content marketing, Purchase Intention, Youtube, SIP Communication Theory Melihat populasi kendaraan khususnya mobil serta penggunaan media sosial di Indonesia terus meningkat membuat industri otomotif terus bersaing sehingga memunculkan strategi-strategi pemasaran menggunakan media sosial khususnya Youtube. Marketplace penjual mobil bekas terus melakukan cara untuk mendapatkan strategi marketing yang efektif supaya meningkatkan minat beli. Penggunaan media sosial Youtube selaras dengan teori komunikasi SIP, dimana ikatan penyampai informasi dan penerima informasi sama intimnya dengan tatap muka atau bahkan lebih. Penelitian ini menggunakan pendekatan kuantitatif yang menggunakan tipe eksplanatif. Metode penelitian yang digunakan adalah survei yang dilakukan pada 101 responden di Jakarta Timur rentang usia 30-44 tahun dengan teknik sampling probability dan simple random sampling. Hasil data diolah menggunakan SmartPLS 4 melalui pengujian Uji Validitas, Uji Reliabilitas dan Uji Hipotesis. Hasil Penelitian menunjukan adanya pengaruh antara content marketing dengan minat beli yaitu relevansi produk, akurasi informasi, penjabaran penyampai hingga minat preferensial dan eksploratif. Penelitian ini menyimpulkan bahwa terdapat pengaruh yang signifikan antara content marketing dengan minat beli. Kata Kunci: Content marketing, Minat Beli, Youtube, Teori Komunikasi SIP
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