The Role of Youtubers on Covid-19 Prevention Products’ Purchase Intention in the New Normal Era

Kusumawardhany, Prita Ayu (2021) The Role of Youtubers on Covid-19 Prevention Products’ Purchase Intention in the New Normal Era. In: 18th International Symposium on Management (INSYMA 2021), 27- 29 Mei 2021, Kota Surabaya.

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Abstract

Everyone must own personal protective equipment to prevent the Covid-19 transmission. Consumers can buy Covid-19 prevention products at low to high prices. This study examines how YouTube video (vlog) affects millennial consumer perceptions and intention in purchasing Covid-19 prevention products. The social attractiveness, attitude homophily, and the physical attractiveness of the Para-Social Interaction theory (PSI) are used to assess the effect on perceptions of brand awareness, brand-user-imagery fit, brand value, and brand purchase intention. This research has 150 millennial respondents with processing method uses Partial Least Squares Structural equation modeling (PLS-SEM). The results of this study support the proposed model. The use of vlogs by Indonesian YouTubers and PSI as a brand management tool influences millennial consumer intention to determine the purchase of Covid-19 prevention product brands.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: YouTuber, Para-social Interaction, Brand Management Tool, Purchase Intention, Millennials’ Perception
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Prita Ayu Kusumawardhany
Date Deposited: 01 Jul 2021 03:37
Last Modified: 01 Jul 2021 03:37
URI: http://repository.ubaya.ac.id/id/eprint/39764

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