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INTRODUCTION
1.1 Background
Nowaday, technology is growth fast in worldwide. Technology is become a tools for
people in running their live. In Indonesia itself technology is become the main needed in do
their daily job and also their daily activity. Without technology itself, the world will ruined.
Technology become so important to help people do their activity become more easier, fast, and
efficient. America is the pioneer country of technology, in order to help the growth of
technology in Indonesia.
There are some problem that Indo Tech Trend face now to able beat the competitor that
have similarity with Indo Tech Trend, also about how to make people become know about
what is Indo Tech Trend. Next step is we put more effort and create something new in
advertising, we decide to introduce our company by creating a youtube channel, by using this
tool, we also can explain and review our product in our channel. So Indo Tech Trend interested
to research about the affect of advertising by using youtube channel on customer interest to
buy the product from Indo Tech Trend. The tittle of this research is “THE IMPACT OF
YOUTUBE ADVERTISING AND PRODUCT VARIATION ON CONSUMER BUYING
INTEREST IN INDONESIA TECH TREND”
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1.3 Research Objectives
1. To understand the affect of Youtube advertising against the buying interest of
Technology Stuff in Indo Tech Trend
2. To understand the affect of product variation against the buying interest of Technology
Stuff in Indo Tech Trend
1. Theoretical Benefit
This research has theoretical benefit that is expected to enrich and expand the
reader’s knowledge whether it is for the lecturer or the people of Indonesia towards the
effect on Youtube advertising and product variation against buying interest.
2. Practical Benefit
This research has practical benefit as an reference for Indo Tech Trend
businesses to see the affect when application the Youtube advertising and product
variation for their business so Indo Tech Trend can attract more consumer to purchase
the products.
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CHAPTER 2
LITERATURE REVIEW
2.1 Previous Researches
A previous research that are related to this research can be a guidance for suggestion or
input for us. And this is a previous research that is conducted by Meilita Shella and Indra Tri
(2017) which is to find out the affect of Youtube Advertising on interest to purchase products
in Procter & Gamble shampoo company in Switzerland. The data collection method used is
using random type of sampling in a form of questionnaire to 918 college student in Telkom
University, Bandung, Indonesia. The result of the research shows that the effect of Youtube
advertising promotion is very significant attract consumers interest to purchase the product,
which is at 0.00 < 0.05 level of significance (2-tailed). This research is used as a reference
because it proves that Youtube advertising significantly affect the customers purchase interest
on buying a product.
A previous research conducted by Faradisa Isti, Budi Leonardo, and Minasih Maria
(2016) which is to find out the effect of product variation, facility, and service quality on
consumer interest buying decision to purchase at indonesia coffe shop in Semarang, Indonesia.
The data collection method used is using random type of sampling in a form of questionnaire
and interview in Bandung. The result of this research shows that product variation, facility, and
service quality significantly affect consumers interest buying decision, which is at 0.408
coefficient of regression (2-tailed). This research is used as a reference because it proves that
more product variation will affect consumers interest buying decision.
According to Kotler and Keller (2016, p. 583), advertising is “Any paid form of
nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
via print media (newspapers and magazines), broadcast media (radio and television), network
media (telephone, cable,
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satellite, wireless), electronic media (audiotape, videotape, videodisk, CD-ROM, Web
page), and display media (billboards, signs, posters)”.
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2.2.6 Correlation Coefficient
“The correlation coefficient describes the strength of the relationship between two sets
of interval-scaled or ratio-scaled variables. Designated r, it is often referred to as Pearson’s r
and as the Pearson product-moment correlation coefficient. It can assume any value from -
1.00 to +1.00 inclusive. A correlation coefficient of or indicates perfect correlation.” (Lind,
Marchal, & Wathen, 2012, p. 465)
Regression analysis is using to, “ estimate the value of the dependent variable Y based
on a selected value of the independent variable X. The technique used to develop the equation
and provide the estimates”. (Lind, Marchal, & Wathen, 2012 p. 475)
Least Squares Principle itself is “A mathematical procedure that uses the data to
position a line with the objective of minimizing the sum of the squares of the vertical distances
between the actual Y values and the predicted values of Y.” (Lind, Marchal, & Wathen, 2012,
p. 477)
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2.2.9 ANOVA (Analysis of Variance)
The used of ANOVA is to “test whether two samples are from populations having
equal variances, and it is also applied when we want to compare several population means
simultaneously. The population must follow a normal distribution, and the data must be at least
interval-scale”. (Lind, Marchal, & Wathen, 2012, p. 411)
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2.3 Research Framework
Background
Indonesia Tech Trend is a e-retailer company that sell about technological stuff. ITT was
founded on the early of 2017. During the mid of 2018 the company profit is losing a lot
because the number of selling is went down. And also the past few month, the social media
of the company is getting lose some of the visitor. Because of facing this problem the writter
decide to make this research.
Problem Formulation
1. Does Youtube Advertising affect the buying interest in Indo Tech Trend ?
2. Does Product Variation affect the buying interest in Indo Tech Trend ?
Data Survey
Conclusion
2.5 Hypothesis
Based on the problem that the company facing, the writer make an identification and
conclude that the hypotheses of this research are:
H0 : Youtube Advertising does not affect the buying interest in Indo Tech Trend
(β1 = 0)
H1 : Youtube Advertising does affect the buying interest in Indo Tech Trend
(β1 ≠ 0)
H0 : Product Variation does not affect the buying interest in Indo Tech Trend
(β2 = 0)
H1 : Product Variation does affect the buying interest in Indo Tech Trend
(β2 ≠ 0)
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CHAPTER 3
RESEARCH METHOD
3.1 Research Method
To do the research, we are create a survey and spread it to people around Ciputra
University. Before we are doing the survey, we are asking them will they willing to complete
the survey or not. The survey will
Here are about 10 question in the survey that conclude about Youtube advertising,
product variation, and interest to buy. Our survey target is people age around 20-40 years old
which is categorized as a millennial generation that usually using internet in socialize,
buy/purchase online retailer (e-commerce). We are targeting for 45 people in order to
complete doing the survey. It can be a random person or our friend in our university area. The
table below will show the information about the respondents.
3. Christopher B. Male 20
5. William Male 28
8. James Male 21
9. Jason Male 20
9
14. Bryan H Male 19
10
42. Monica Female 19
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Table 3.4.2.1 SPSS Result on Variables
Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 ,040a 0,002 -0,054 0,6887
a. Predictors: (Constant), Advertising
ANOVAa
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 3,816 1,974 1,933 0,069
Advertising 0,078 0,460 0,040 0,170 0,867
a. Dependent Variable: Buying Interest
From the table and figure above, the researches concluded a couple of things, first is
that there is a weak direct correlation between the advertising and the consumer buying interest
of diving equipment in Dirga Selam, as the correlation coefficient (R) is 0.04. From the theory,
the range between +0 and +0.5 is considered to have a weak positive positive correlation among
the variables. Next, by looking at “Regression” row and “Sig.” column, the significance of
advertising (X1) and buying interest (Y1) result is 0.867. The confidence interval researchers
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used is 90% which equivalent to 0.1 significance level. Since the result is higher than the
significance level, we can reject the null hypothesis (H01), therefore advertising significantly
affect on consumer buying interest of diving equipment in Dirga Selam.
ANOVAa
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients 90,0% Confidence Interval for B
Model B Std. Error Beta t Sig. Lower Bound Upper Bound
1 (Constant) 5,687 1,786 3,185 0,005 2,591 8,784
Sales Promotion -0,329 0,380 -0,200 -0,866 0,398 -0,988 0,330
a. Dependent Variable: Buying Interest
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Figure 3.4.2.1 The Scatter Diagram
From the table and figure above, the researches concluded a couple of things, first is
that there is a weak direct correlation between the sales promotion and the consumer buying
interest of diving equipment in Dirga Selam, as the correlation coefficient (R) is 0.2. From the
theory, the range between +0 and +0.5 is considered to have a weak positive positive correlation
among the variables. Next, by looking at “Regression” row and “Sig.” column, the significance
of sales promotion (X2) and buying interest (Y1) is 0.398. The confidence interval researchers
used is 90% which equivalent to 0.1 significance level. Since the result is higher than the
significance level, we can reject the null hypothesis (H02), therefore sales promotion
significantly affect on consumer buying interest of diving equipment in Dirga Selam.
3.5 Conclusion
From the research result and data above, we can conclude that:
3.6 conclusion
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BIBLIOGRAPHY
Sukamto, S. A. M., & Wijaksana, I. T. (2017) Iklan Melalui Youtube dan Minat Beli Produk.
Universitas Telkom.
Faradisa I., Budi, H. L., & Minarsih, M. M. (2016) Analisis Pengaruh Variasi Produk,
Fasilitas, dan Kualitas Pelayanan Terhadap Minat Beli Ulang Konsumen Pada
Indonesian Coffeeshop Semarang. Journal Of Management, Volume 2 No.2 Maret
2016
Kotler, P., & Keller, K. L. (2016). Marketing Management 15th Global Edition. ISBN 978-0-
13-385646-0. Pearson Education, Inc. © 2016
Madiawati, P.N., & Pradana, M. (2016). Celebrity and Halal Certificates Factors Influence on
Customer Buying Interest. Actual Problem of Economics Vol.3.
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APPENDIX
Kuesioner
Responden yang terhormat, terima kasih anda telah berpartisipasi untuk mengisi kuisioner
ini. Kuesioner ini dibuat dalam rangka untuk mengetahui Pengaruh Advertising dan Product
Variation Terhadap Minat Beli Indo Tech Trend. Oleh karena itu kita berharap agar responden
mengisi pertanyaan-pertanyaan dibawah ini. Terima kasih atas kesediaan anda mengisi kuesioner ini
Nama : Pekerjaan :
NIM (Opt) : Jenis Kelamin : L / P
Usia : No Telp (Opt) :
Keterangan Jawaban :
Sangat Tidak Setuju (STS) :1 Netral (N) :3 Sangat Setuju (SS) :5
Tidak Setuju (TS) :2 Setuju (S) :4
Mohon memberikan tanda centang (✓) pada pilihan jawaban yang telah tersedia dan paling
sesuai dengan kondisi anda saat ini
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__________, ___ April 2019
_______________________
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Questionnaire Results
Advertising X 1
No. X 1.1 X
1.2 X1.3 X
1.4 Total X
1 Average X
1
1. 5 4 4 4 17 4.25
2. 4 3 3 3 13 3.25
3. 4 3 3 3 13 3.25
4. 4 4 4 3 15 3.75
5. 4 2 2 2 10 2.5
6. 5 2 3 3 13 3.25
7. 5 3 3 3 14 3.5
8. 5 4 4 4 17 4.25
9. 4 3 4 4 15 3.75
10. 4 3 3 3 13 3.25
11. 5 5 4 5 19 4.75
12. 5 5 5 5 20 5
13. 4 3 3 3 13 3.25
14. 5 2 1 1 9 2.25
15. 4 3 2 3 12 3
16. 5 3 3 4 15 3.75
17. 5 2 2 2 11 2.75
18. 4 2 2 2 10 2.5
19. 5 1 1 2 9 2.25
20. 4 3 2 2 11 2.75
21. 5 2 2 2 11 2.75
22. 3 2 2 4 11 2.75
23. 3 3 3 3 12 3
24. 4 1 1 3 9 2.25
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25. 4 2 2 2 10 2.5
26. 4 5 4 4 17 4.25
27. 5 2 2 3 12 3
28. 5 3 3 3 14 3.5
29. 5 4 3 3 15 3.75
30. 4 3 3 3 13 3.25
31. 5 3 2 5 15 3.75
32. 5 3 2 3 13 3.25
33. 4 3 2 2 11 2.75
34. 5 2 3 3 13 3.25
35. 5 3 1 3 12 3
36. 4 2 2 2 10 2.5
37. 4 4 2 3 13 3.25
38. 4 4 4 3 15 3.75
39. 5 2 2 3 12 3
40. 4 3 2 3 12 3
41. 4 2 2 3 11 2.75
42. 4 2 2 3 11 2.75
43. 5 3 3 3 14 3.5
44. 5 3 2 3 13 3.25
45. 4 2 2 3 11 2.75
Product Variation X 2
No. X2.1 X
2.2 X
2.3 X
2.4 Total X
2 Average X
2
1. 3 3 4 4 14 3.5
2. 4 3 3 4 14 3.5
3. 3 3 3 3 12 3
20
4. 5 5 4 4 18 4.5
5. 2 2 2 2 8 2
6. 4 4 3 3 14 3.5
7. 4 4 4 4 16 4
8. 5 4 4 5 18 4.5
9. 3 4 3 4 14 3.5
10. 3 3 3 3 12 3
11. 4 4 3 4 15 3.75
12. 5 5 5 5 20 5
13. 3 4 3 4 14 3.5
14. 4 5 3 4 16 4
15. 4 4 4 4 16 4
16. 4 3 4 5 16 4
17. 3 3 3 3 12 3
18. 4 3 4 4 15 3.75
19. 3 3 3 3 12 3
20. 3 3 3 4 13 3.25
21. 3 3 3 3 12 3
22. 4 4 4 4 16 4
23. 3 3 3 3 12 3
24. 4 4 4 3 15 3.75
25. 3 3 4 3 13 3.25
26. 5 4 3 3 15 3.75
27. 3 4 3 3 13 3.25
28. 3 3 3 3 12 3
29. 3 4 3 3 13 3.25
30. 3 4 3 3 13 3.25
31. 4 4 4 4 16 4
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32. 4 4 4 4 16 4
33. 3 3 3 3 12 3
34. 4 4 2 3 13 3.25
35. 4 4 3 3 14 3.5
36. 2 2 2 2 8 2
37. 3 4 2 4 13 3.25
38. 4 4 4 3 15 3.75
39. 4 4 3 3 14 3.5
40. 4 5 4 4 17 4.25
41. 3 3 3 3 12 3
42. 3 3 3 3 12 3
43. 3 3 3 3 12 3
44. 4 4 4 4 16 4
45. 3 4 3 3 13 3.25
Interest to Buy Y
1. 4 4 8 4
2. 3 2 5 2.5
3. 4 4 8 4
4. 5 5 10 5
5. 2 2 4 2
6. 3 3 6 3
7. 2 4 6 3
8. 5 5 10 5
9. 4 4 8 4
10. 3 3 6 3
11. 5 3 8 4
22
12. 5 5 10 5
13. 5 4 9 4.5
14. 4 4 8 4
15. 3 3 6 3
16. 4 4 8 4
17. 4 4 8 4
18. 2 4 6 3
19. 2 2 4 2
20. 4 4 8 4
21. 3 3 6 3
22. 4 4 8 4
23. 4 4 8 4
24. 4 4 8 4
25. 3 4 7 3.5
26. 4 4 8 4
27. 3 3 6 3
28. 3 3 6 3
29. 3 3 6 3
30. 4 4 8 4
31. 5 5 10 5
32. 4 4 8 4
33. 3 3 6 3
34. 4 2 6 3
35. 3 3 6 3
36. 2 2 4 2
37. 5 5 10 5
38. 4 4 8 4
39. 3 4 7 3.5
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40. 4 4 8 4
41. 4 4 8 4
42. 4 4 8 4
43. 3 3 6 3
44. 3 4 7 3.5
45. 3 3 6 3
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