PENGARUH IKLAN YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE (Studi Pada Mahasiswa Manajemen Universitas Muhammadiyah Malang)

This research examines the influence of YouTube advertising on cellphone purchasing decisions with YouTube advertising indicators in the form of empathy, persuasiveness, impact and communication among FEB UMM Management students. The research population was all FEB UMM Management students by taking the smallest sample, namely 100 respondents. The data collection technique uses the accidental sampling method, namely giving questionnaires to the management students found. The analysis tool uses multiple regression with SPSS 21. The research results show that all indicators, namely empathy, persuasion, impact and communication, both partially and collectively (together) influence the decision to purchase a cellphone. However, empathy has a negative influence among the other 4 indicators, meaning that the more the company empathizes, the lower the purchasing decision. The dominant indicator that influences purchasing decisions is communication, meaning that the better the communication in YouTube advertising, the more consumer purchasing decisions will increase.