THE INFLUENCE OF USER GENERATED CONTENT ON YOUTUBE TOWARD PURCHASE INTENTION OF MOTORCYCLE IN JAKARTA

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.