The Effect of Product Recommendation in Youtube to Consumer Impulsive Buying of Smartphone Product

Dimas Indiarto Sumiko, Anna Amalyah Agus

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The use of Youtube as source of information is increasing specially in a context when consumers want to buy something. This study aims to understand the effect of product recommendation content on Youtube to increase the intention to buy impulsively the smartphone products in Indonesia. This study uses a quantitative approach. The questionnaire is used as an instrument for data collection. Respondent who were included in this study are 338 Youtube users in Indonesia who watched 'GadgetIn' Youtube channel at least in last year. Data is processed using the Structural Equation Modeling (SEM) method and using Lisrel 8.0 software. The result of the study concluded that certain signals characteristics have an effect on trust in recommender and product affection in order to create an impulsive buying behaviour of customers.

Original languageEnglish
Title of host publication2020 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020
EditorsIndra Hermawan, Muhammad Yusuf Bagus Rasyidin, Malisa Huzaifa, Iklima Ermis Ismail, Asep Taufik Muharram, Anggi Mardiyono, Noorlela Marcheeta, Dewi Kurniawati, Ade Rahma Yuly, Ariawan Andi Suhanda
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages206-211
Number of pages6
ISBN (Electronic)9781728182476
DOIs
Publication statusPublished - 15 Sep 2020
Event3rd International Conference on Computer and Informatics Engineering, IC2IE 2020 - Depok, Indonesia
Duration: 15 Sep 202016 Sep 2020

Publication series

Name2020 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020

Conference

Conference3rd International Conference on Computer and Informatics Engineering, IC2IE 2020
Country/TerritoryIndonesia
CityDepok
Period15/09/2016/09/20

Keywords

  • affective trust
  • cognitive trust
  • impulsive buying
  • product affection
  • product recomendation
  • signaling theory

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