Abstract:
Motorcycles market Indonesia in 2011 had the highest total domestic whole sale but in
2014 & 2015 the number decrease until the last year of 2016, one of the factor it is
because there are shift pattern of attraction from conventional market to social media
marketing. Based from the case this study is aimed to analyze the Perceived Credibility,
Perceived Usefulness and Perceived Video Characteristics towards the Purchase
intention of motovlogger review. This research was conducted using quantitative
research methods. Questionnaire design, data collection method uses Simple Random
Sampling. The number of respondents in this research are 400 samples, which consist
of all subscribers channel of YouTube motovlog in Jakarta. Data analysis technique
that were used are Binomial Logistics Regression coefficients and F-testing The result
is, Implementation of Perceived Credibility (X1) have influence by 2.826, Perceived
Usefulness (X2) have influence by 6.034 and Perceived Video Characteristics (X3)
have influence by 13.694. The three independent variables have significant influence
towards the Purchase Intention of motovlogger review (Y) in Jakarta with video
characteristics is the most influence variable to this research.
