THE EFFECTIVENESS OF PRODUCT PLACEMENT ON YOUTUBE CONTENT VIDEO TOWARD CONSUMER PURCHASE DECISION IN INDONESIA

Nowadays, almost everyone knows YouTube as one of the world's most popular social media platforms. The usage of YouTube is not only a place to share videos but also as a medium for information, aid learning, and even as a commercial medium for business. With the increasing popularity of YouTube, marketers have discovered a new way of integrating their product into online videos namely YouTube product placement. An example of popular product placement is by one of the healthy instant noodle brands from Indonesia who collaborates with well-known Indonesian YouTube influencers. However, even though YouTube has already existed and been popular for a long time, there is still a few research that discusses product placement in YouTube content. Therefore, this research is important to find out whether a YouTube content with a product placement delivered by a YouTube influencer will be effective in influencing the viewers’ purchase decisions or not. This research will be used a quantitative approach to collect the data by conducting the survey method. The researcher uses descriptive statistics and PLS-SEM to analyze the data. The results indicate that product placement on YouTube content video has a positive influence on consumer purchase decisions in Indonesia.