The Effectiveness of Bank BTN’s Youtube Ads Against Purchasing Decisions

Authors

  • Farhan Alfarel
  • Noor Aziz Universitas Muhammadiyah Malang
  • Baroya Mila Shanty Universitas Muhammadiyah Malang

Keywords:

empathy, persuasion, purchase decisions.

Abstract

Bank BTN has always been nominated for a top of top brand awards from 2016 to 2019. This phenomenon shows the brand image of Bank BTN, which has long been known as an icon of the bank with the best homeownership credit products as a positive value that can influence purchasing decisions. The purpose of this study was to determine whether the Bank BTN’s Youtube ads were effective. The dimensions of the Bank BTN YouTube ads included empathy, persuasion, impact, and communication on the BTN bank Youtube ads. The variables used in this study include empathy, persuasion, impact, communication, advertising effectiveness, and purchase decisions. This type of research is a descriptive study with a quantitative approach with 100 respondents. The analytical tool used in this research is the EPIC Model method with SPSS software. The results of this study indicate that Bank BTN Youtube advertisements are proven to be effective. Furthermore, there is partially a positive and significant influence between empathy, persuasion, impact, and communication on purchasing decisions. Meanwhile, simultaneously the influence of empathy, persuasion, impact, and communication affect purchasing decisions.

References

AC Nielsen. 2017. Ads@work: Make your advertising work for your brand. Retrieved December 8, 2019 from https://www.nielsen.com/us/en/insights/article/2017/when-it-comes-to-advertising-effectiveness-what-is-key/.

Dinda, Adelia, and Donatella Rara. 2018. Efektivitas Iklan Youtube Traveloka Terhadap Keputusan Pembelian. Demandia, 77–96.

Effendy, Onong Uchjana. 2014. Komunikasi Teori Dan Filsafat.

Citra Aditya.

Indah, Dewi Rosa, and

Maulida, Zenitha. 2017. Analisis Efektivitas Iklan Media Televisi Mengunakan EPIC Model (Studi Kasus Produk A Mild Di Kota Langsa. Jurnal Penelitian Ekonomi Akuntansi, 1 (2): 137–49.

Katadata. 2017. Ini Media Sosial Paling Polpuler Di Indonesia. Retrieved November 8, 2019 from https://databoks.katadata.co.id/datapublish/2018/02/01/media-sosial-apa-yang-paling-sering-digunakan-masyarakat-indonesia.

Kotler, Philip and Amstrong, Gerry. 2013. Prinsip-Prinsip Pemasaran. Erlangga.

Kotler, Philip and Keller, Kevin Lane. 2016. Marketing Mangement. Pearson Edition Limited.

Marisa, Nisa. 2013. Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Terhadap Kawasan Perumahan Mustika Plamongan Elok Semarang. Jurnal Sains Pemasaran Indonesia 12 (3): 301–16. https://doi.org/10.14710/jspi.v12i3.301-316.

Sapolo, Kiyeng P. B., Amani, Husni, and Idawicasakti, Maria D. 2017. Efektivitas Iklan Bukalapak di Youtube dengan Pengaruhnya terhadap Keputusan Pembelian. e-Proceeding of Engineering, 4 (2): 2507–2514.

Sutianingsih. 2010. Keputusan Konsumen dalam Membeli Perumahan. Riset Manajemen dan Akuntasi 1 (2): 93–107.

Downloads

Published

2021-03-25

Issue

Section

Articles