The Effect of Product Recommendation in Youtube To Consumer Impulsive Buying Of Smartphone Product

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.