Published: 2023-09-12

The Effect of Product Advertising Through YouTube Media on Brand Awareness, Brand Image, and Purchase Intentions in the Millennial Generation

DOI: 10.35870/ijmsit.v3i2.1534

Fariz Irfandi, Agus Abdurrahman

Abstract

This study aims to see the influence of YouTube media as a place for promoting or advertising various products on brand awareness, brand image, and purchase intention by millennials in Indonesia. This research is based on advertising value theory and generational cohort theory. The variables in this study are YouTube advertising, brand awareness, brand image, and purchase intention. This study used a quantitative approach by distributing questionnaires online which managed to get 141 respondents. The respondents were collected by convenience sampling technique based on the choice of age criteria ranging from 18 years to 40 years the birth of the millennial generation 1982-2004 was based on the theory of generation by Strauss-Howe and using YouTube as an entertainment medium and information channel. Process the data from the results of this study using the PLS-SEM application. The results of this study found that there was a positive influence of YouTube advertising on brand awareness, brand image, and direct purchase intention. Brand image also influences purchase intention, but brand awareness does not influence purchase intention. So only brand image can be said as a mediating variable, while brand awareness is not. This research can be additional literacy related to the topic of the influence of YouTube advertisements which is still small. Companies can use this research as a basis for studies to make product or brand marketing through digital media more attractive to convey to consumers.

Keywords

Brand Awareness ; Brand Image ; Purchase Intentions ; YouTube Ads

Peer Review Process

This article has undergone a double-blind peer review process to ensure quality and impartiality.

Indexing Information

Discover where this journal is indexed at our indexing page to understand its reach and credibility.

Open Science Badges

This journal supports transparency in research and encourages authors to meet criteria for Open Science Badges by sharing data, materials, or preregistered studies.

How to Cite

Irfandi, F., & Abdurrahman, A. (2023). The Effect of Product Advertising Through YouTube Media on Brand Awareness, Brand Image, and Purchase Intentions in the Millennial Generation. International Journal of Management Science and Information Technology, 3(2), 237-244. https://doi.org/10.35870/ijmsit.v3i2.1534
Issue Cover

Downloads

Article Metrics

If the link doesn't work, copy the DOI or article title for manual search (API Maintenance).

Share:
Article Information

This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 3 No. 2 (2023)

  • Section: Articles

  • Published: September 12, 2023

AI Research Hub

This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.

Semantic Scholar Scite Dimensions Connected Papers
Scholarly Connection Platforms
Dimensions Dimensions Connected Papers Connected Papers Scite Scite Google Scholar Google Scholar Semantic Scholar Semantic Scholar Garuda Garuda Scilit Scilit Crossref Crossref BASE BASE Zenodo Zenodo Unpaywall Unpaywall OpenCitations OpenCitations
Author Biographies
Fariz Irfandi
Google Scholar ResearchGate ORCID

Faculty of Business and Economics

Agus Abdurrahman
Google Scholar ResearchGate ORCID

Faculty of Business and Economics

References
  • S. Balasubramanian, R. A. Peterson, and S. L. Jarvenpaa, “Exploring the implications of M-commerce for markets and marketing,” J. Acad. Mark. Sci., vol. 30, no. 4, pp. 348–361, 2002, doi: 10.1177/009207002236910.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • M. Miller, YouTube In 10 Minutes. 2010.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • glints.com, “Mengenal Lebih Dalam YouTube Marketing dan Cara Mengoptimalkannya,” 2020.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • M. Moore, “Interactive media usage among millennial consumers,” J. Consum. Mark., vol. 29, no. 6, pp. 436–444, 2012, doi: 10.1108/07363761211259241.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • R. S. Nugroho, “Pengantar Teori Generasi Strauss-Howe,” Maj. Ganesha-Kelompok Stud. Sejarah, Ekon. dan Polit. ITB, 2016.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Kominfo.go.id, “Mengenal Generasi Millennial,” 2016.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • M. Dehghani, M. K. Niaki, I. Ramezani, and R. Sali, “Evaluating the influence of YouTube advertising for attraction of young customers,” Comput. Human Behav., vol. 59, pp. 165–172, 2016, doi: 10.1016/j.chb.2016.01.037.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • R. H. B. T.-J. of A. R. Ducoffe, “Advertising Value And Advertising On The Web,” vol. 36, no. 5, p. 21, Dec. 1996.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • S. Aisyah et al., Dasar-Dasar Periklanan, no. April. 2021.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • F. Ramadayanti, “Peran Brand Awereness terhadap Keputusan Pembelian Produk,” J. Stud. Manaj. dan Bisnis, vol. 6, no. 2, pp. 111–116, 2019, doi: 10.21107/jsmb.v6i2.6690.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • A. K. R. Silvia, “The Influence Of Brand Image On Purchase Decisions,” J. Ilm. Mhs. FEB Univ. Brawijaya, vol. 9, 2021.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • A. Shiratina, D. R. Indika, I. Komariyah, D. Kania, and E. H. Solihin, “Pemasaran Online Melalui Penerapan Iklan Secara Digital,” J. Sain Manaj., vol. 2, no. 1, pp. 16–17, 2020.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • R. D. Waters, R. R. Canfield, J. M. Foster, and E. E. Hardy, “Applying the dialogic theory to social networking sites,” J. Soc. Mark., vol. 1, no. 3, pp. 211–227, Jan. 2011, doi: 10.1108/20426761111170713.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • M. T. Febriyantoro, “Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation,” Cogent Bus. Manag., vol. 7, no. 1, p. 1787733, 2020, doi: 10.1080/23311975.2020.1787733.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • D. Yunita, A. Nazaruddin, and W. Nailis, “Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention,” J. Manaj. Dan Kewirausahaan, vol. 7, no. 1, pp. 36–46, 2019, doi: 10.26905/jmdk.v7i1.2538.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • N. Howe and W. Strauss, “Millennials Rising: The Next Great Generation,” 2000.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • J. F. Hair, G. T. M. Hult, C. M. Ringle, and M. Sarstedt, “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks,” Sage, p. 165, 2017.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • D. Juliansyah, “Pengaruh Youtube Ads Terhadap Brand Awareness Pada Vivo Smartphone,” J. Syntax Transform., vol. 5, no. 3, pp. 248–253, 2020.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • A. F. Maulana, “Pengaruh Advertising Value terhadap Purchase intentions dengan Brand Awareness sebagai Variabel Mediasi “ ( Studi pada Mahasiswa Universitas Brawijaya,” J. Ilm. Mhs. FEB, vol. 5, no. 2, pp. 1–15, 2019.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • M. Helena and E. C. Natalia, “Pengaruh Efektivitas Iklan Youtube terhadap Brand Image,” Tuturlogi, vol. 2, no. 2, pp. 123–140, 2021, doi: 10.21776/ub.tuturlogi.2021.002.02.3.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • P. A. Purnama and I. K. Nurhayati, “Pengaruh Iklan Youtube Eka Gustiwana Versi Ayo Indonesia Bisa Terhadap Citra Merek Sampo Clear,” J. Herit., vol. 8, no. 1, pp. 17–27, 2020, doi: 10.35891/heritage.v8i1.1847.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • H. R. Yuniyanto and H. Sirine, “Pengaruh Iklan terhadap Minat Beli Pengguna Youtube dengan Brand Recognition sebagai Variabel Intervening,” Esensi J. Bisnis dan Manaj., vol. 8, no. 1, pp. 21–28, 2018, doi: 10.15408/ess.v8i1.5885.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • S. Amilia, “Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa,” J. Manaj. dan Keuang. Unsam, vol. 6, no. 1, pp. 660–669, 2017.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • T. Purnomo, “Pengaruh Kesadaran Merek Dan Citra Merek Terhadap Niat Beli Pada Konsumen Herbalife Di Surabaya,” vol. 6, pp. 1–7, 2018.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Y. Yuniarti, Pengaruh Citra Merek Terhadap Niat Beli Ulang Dengan Kepuasan Konsumen Dan Kepercayaan Konsumen Sebagai Mediator, vol. 21, no. 1. 2020.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
License & Copyright
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Copyright and Licensing Agreement

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

  • Authors retain full copyright of their work
  • Authors grant the journal right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0)
  • This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.

Similar Articles

You may also start an advanced similarity search for this article.