The Influence of Sobat Hape’s Youtube Channel and Brand Image on Interest to Buy Xiaomi’s Smartphone

Anang Yusdar Wicaksono, Nuriyati Samatan

Abstract


The purpose of this study was to determine the influence of Sobat Hape's YouTube channel and brand image on buying interest of Xiaomi smartphone. The method in this research is quantitative with positivism paradigm. The theory in this study uses the theory of media exposure. There are social and psychological needs based on mass media or other sources that affect the pattern of media exposure which results in needs and consequences. The population in this study amounted to 634,621 and the number of samples determined by the Taro Yamane formula was 100 respondents. The results of this study were obtained from the hypothesis test using the f test with known that the value of f arithmetic for the influence of Sobat Hape’s YouTube channel and brand image was 70.887> f table 3.09 and Sig. 0,000 <0.05. It can be concluded that respondents have the desire to search for information and have a sense of interest to buy Xiaomi smartphone after watching its video on Youtube channel. Researcher suggest doing more in-depth research on the influence that already exists, which is the influence of Sobat Hape’s YouTube channel and brand image on purchasing decisions for Xiaomi smartphone.


Keywords


Brand Image, Channel Sobat Hape, Smartphone, Xiaomi

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References


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