PENGARUH VIDEO ONLINE CONSUMER REVIEW DI YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN PRODUK (Studi Kuantitatif Terhadap Produk Eiger)

Abstract

This study discusses the effect of online consumer review videos on product purchasing decisions. This study aims to determine whether there is an effect of online consumer review videos on purchasing decisions on a product. The method used is quantitative with sampling using non probability sampling technique. The distribution of the questionnaire was carried out to individuals who watched the online consumer review video conducted by Youtuber Duniadian as many as 98 respondents. Based on the test results, it is stated that (1) Online Video Consumer Review has a significant effect on product purchase decisions with a significance value of 0.000 (2) Ellaboration Likelihood Model is a theory used in analyzing a person's process when determining purchasing decisions for a product.