Scrutinizing Effect of Youtube Video Advertising to Increasing Advertising Value, Flow Experience, Brand Awareness, and Purchase Intention

As technology evolves, companies are increasingly using technology to increase sales by advertising products on social media platforms such as YouTube. But not a few users give negative feedback to advertising that they find distracting to users. The focus of this study is to find out whether the existence of advertisements on YouTube can influence users' purchase intentions for advertised products or not and to find out the factors that influence users' purchase intentions for advertised products. In this study, there are 19 hypotheses and 11 variables. This study had a total of 400 respondents who were collected by distributing questionnaires from February to May 2023. The criteria were respondents aged 17–35 years and living in the JABODETABEK (Jakarta, Bogor, Depok, Tangerang, Bekasi) region, Indonesia. In this study, data was analyzed using SEM-PLS with Smart-PLS software. Finally, the study showed that the variables credibility, emotional value, entertainment, informativeness, and reward affect advertising value. Meanwhile, the irritation variable does not affect advertising value. The Advertising Value, Entertainment, and Reward variables affect the Flow Experience. Meanwhile, credibility, informativeness, irritation, and web design quality do not affect Flow Experience. The Emotional Value and Web Design Quality variables affect brand awareness. The Advertising Value, Flow Experience, Web Design Quality, and Brand Awareness variables affect purchase intention.