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JOSS:
Journal of Social Science
THE INFLUENCE OF YOUTUBE ADVERTISING AND BRAND AWARENESS ON
BUYING INTEREST IN HONDA SCOOPY MOTORBIKES AT PT ASTRA MOTOR
HONDA CIREBON BRANCH
Siti Nurlaela
1
, Sony Basrizal
2
, Soesanty Maulany
3
Universitas Swadaya Gunung Jati, Indonesia
E-mail: [email protected]
1
2
,
3
KEYWORDS
YouTube Ads, Brand
Awareness, Purchase
Intention.
ABSTRACT
The purpose of this study is to examine how brand awareness and YouTube
advertising affect consumers' inclination to purchase Honda Scoopy
motorcycles from the PT Astra Motor Honda Cirebon Branch. Utilizing a
survey approach, quantitative research methodology is applied.
Questionnaires were sent to 150 respondents who were considering
purchasing Honda Scoopy motorcycles in Cirebon in order to gather data.
According to the results of a regression analysis, creative and informative
YouTube advertising has the ability to pique customers' interests and has a
favorable and significant impact on purchase intention. Additionally, it has
been demonstrated that brand awareness positively and significantly
influences buy intention; this means that consumers' purchase intentions
are higher when brand awareness is higher. In conclusion, brand awareness
and YouTube advertising work together to significantly impact consumers'
intentions to buy Honda Scoopy motorcycles in Cirebon. PT Astra Motor
Honda is advised to continue to improve the quality of advertisements on
YouTube and strengthen branding strategies to increase consumer buying
interest.
INTRODUCTION
The automotive business is one that is greatly impacted by the development of more
sophisticated technologies. In the case of motorcycles, the automotive industry is now seeing
extremely rapid growth in this area(Kurniawan, 2020). Human demands have an impact on
the growth of the motorbike sector in Indonesia since, in this day and age, humans can
perform tasks more easily and effectively(Jannah, 2022). Likewise, when you want to travel
from one place to another. This will undoubtedly be very beneficial for the modes of
transportation that are used. Given the current state of all available modes of transportation,
the community prefers motorcycles since they are convenient and efficient(Yuniyanto &
Sirine, 2018). Apart from being a suitable vehicle to use when there is a traffic jam,
motorbikes are also more efficient in using fuel, more efficient in travel time, and easy to
obtain motorbikes through dealers available in several cities in Indonesia with the facility of
cash and credit systems.
As of today, competition in the automotive world is getting tighter, especially
motorcycle competition. The data indicates that sales of motorcycles are still rising. Because
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of this circumstance, manufacturers are compelled to introduce items that incorporate the
newest advancements in order to improve their marketing expertise(Darmawan, 2019). The
needs and desires of today's consumers are a big challenge for the company's marketing team.
Consumers are increasingly dynamic. The role of a company in meeting the needs and desires
of consumers is increasingly complex with high business competition, so a certain identity is
needed in the product or service being marketed in order to have differentiating power. An
identity in question is a brand, which can make it easier for consumers to recognize a product
marketed by the company (Kusumawardani & Intan Puspita, 2021).
(Chu-yao et al., 2022) explain that advertising can shape consumer perceptions when
choosing a product or brand. Factors such as informative, entertaining, societal, and
economic are used to form attitudes toward advertisements which in turn will affect attitudes
towards brands. (Kurniawati, 2009) adds that advertising can be measured through
information or knowledge about the product, the attractiveness for consumers, the value of
innovation, affordability, and fulfillment of needs. Research (Sugiardi, 2017); (Pranata &
Pramudana, 2018) found that advertising has a positive and significant effect on brand
awareness. The same thing was also conveyed by (Pranata & Pramudana, 2018); (Tulasi,
2012) said that brand awareness is positively and significantly influenced by all elements of
the promotion mix, one of which is advertising (Eliasari & Sukaatmadja, 2017).
The survey results from 2022 to 2023 Top Brand Index of Honda Scoopy motorbikes
have decreased and occupy the third position. In 2022 with sales of 9.90 and in 2023 with
sales of 9.70. With this phenomenon, Honda Scoopy has a tough task, which is to be able to
increase market share so that it can occupy the highest position in the Indonesian market can
survive in the midst of increasing industry competition. This incident shows that there are
problems with brand awareness of Honda Scoopy which can affect consumer buying interest
(Albar et al., 2023).
Table 1
AISI 2023 Data Indonesian motorcycle sales
Merk
Sold
Honda
382.989 Units
Yamaha
129.328 Units
Kawasaki
2.111 Units
Suzuki
1.148 Units
TVS
717
Total
516. 293 Units
Source: AISI DATA (Indonesian Motorcycle Industry Association) 2023
The data above illustrates that there is an increase in the use of motorcycles that have the
largest market share in the domestic market, namely Honda, which is in first place. Honda has
been the market leader for the past few years and each year has increased sales. In 2023, the
second position was occupied by Yamaha (Tanoni, 2012).
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Sales of motorbikes at Sejahtera Mulia Dealer in Cirebon Regency, The following data
on Honda motorcycle sales for sales in Cirebon Regency estimated for 2021 to 2023 can be
seen in the following table and graph.
Table 2
Sales of Astra Honda Sejahtera Mulia
TYPE
Year
2021
2022
2023
BEAT
1.172 units
974 units
1.290 units
VARIO 160
150 units
234 units
174 units
SCOOPY
592 units
404 units
453 units
GENIO
45 units
209 units
81 units
PCX 150
187 units
300 units
226 units
ADV
27 units
11 units
33 units
Based on Table 2, Honda Scoopy motorcycle sales fluctuate every year. Although in
2022 sales of Honda Scoopy motorbikes decreased, Honda Scoopy motorbikes remain the best-
selling after Honda Beat when compared to other types of Honda motorbikes. Therefore,
advertising is one way to increase consumer confidence in the brand again. Because many
companies currently utilize social media in advertising, Honda Scoopy also does not miss using
social media.
The results of the research (Spears & Singh, 2004), (Mufarihah, 2013), (Purnama &
Nurhayati, 2020), (Adinata, 2016), and (Herdaningtyas & Iriani, 2017) state that advertising
has a significant positive effect on buying interest. defines purchase interest as an attitude of
pleasure towards an object that makes individuals try to pay or sacrifice to get that object.
METHOD RESEARCH
Using quantitative research in this investigation. Based on the positivist concept,
quantitative research uses research instruments to gather data, statistics, and analysis to test
preconceived assumptions about specific populations or groups (Sari et al., 2021).
In this study, the method used is the survey method, which is research that is done by
distributing questionnaires or questionnaires to large populations or small populations to obtain
data. Population is a sample of everything that is selected because it has the desired properties
and characteristics for research purposes (Sugiyono, 2019). In this study, residents of Cirebon
district as a population. This study uses the Slovin formula to obtain a sample size that is in
accordance with the research rules. The population of Cirebon Regency is 2,296,999 so the
number of samples after using the Slovin formula in this study was 104 people.
Purposive sampling, a nonprobability sampling approach, is used in this investigation.
When using non-probability sampling, not every member of the population has the same
chance of being included in the sample (Sugiyono, 2019). The criteria in this study are
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consumers who do not yet have a scoppy motorbike, live in the Cirebon district, and have seen
and followed Honda advertisements on YouTube.
A Likert scale is used in this study as the variable measurement scale. The Likert scale
is used to gauge an individual's or a group's thoughts, feelings, and attitudes toward a social
issue(Sugiyono, 2019). There are five possible answers for this research: First, disagree
strongly; second, disagree; third, neutral; fourth, agree; and fifth, strongly agree. The data
analysis for this study included testing based on classical assumptions, validity tests,
reliability tests, normality tests, and multiple linear regression analysis.
RESULTS AND DISCUSSION
Validity and Reliability Test
To ascertain the validity of a questionnaire based on each of these characteristics, validity
testing is done. The following table displays the results of the validity test that was conducted
for this study:
Table 3
Results of the Variable Validity Test for YouTube Ads Promotion (X1)
Item
Nilai Corrected Item
Korelasi Total / r hitung
r table
Criteria
X1.1
0,782
0,192
Valid
X1.2
0,693
0,192
Valid
X1.3
0,750
0,192
Valid
X1.4
0,755
0,192
Valid
X1.5
0,754
0,192
Valid
X1.6
0,710
0,192
Valid
X1.7
0,696
0,192
Valid
X1.8
0,731
0,192
Valid
Source: Processed primary data
Table 3 shows that all of the questions for the Youtube Ads Promotion variable (X1)
have valid results from the validity test calculation, as indicated by the corrected item-total
correlation (r count) value of 0.192 > r table (Tajudin & Mulazid, 2017).
The Influence Of YouTube Advertising And Brand Awareness
On Buying Interest In Honda Scoopy Motorbikes At PT Astra
Motor Honda Cirebon Branch
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Table 4
Results of the Brand Awareness Variable Validity Test (X2)
Item
Nilai Corrected Item
Korelasi Total / r hitung
r table
Criteria
X2.1
0,743
0,192
Valid
X2.2
0,772
0,192
Valid
X2.3
0,827
0,192
Valid
X2.4
0,792
0,192
Valid
Source: Processed primary data
Table 4 shows that all of the questions for the second variable, Brand Awareness (X2),
had valid findings from the validity test calculation since the value of r count (Corrected Item-
Total Correlation) was more than the value of r table, which is 0.192.
Table 5
Results of the Purchase Intention Variable Validity Test (Y)
Item
Nilai Corrected Item
Korelasi Total / r hitung
r table
Criteria
Y1.1
0,807
0,192
Valid
Y1.2
0,781
0,192
Valid
Y1.3
0,847
0,192
Valid
Y1.4
0, 708
0,192
Valid
Source: Processed primary data
Table 5 shows that all of the questions for the third variable, Brand Awareness (Y), had
valid findings from the validity test calculation since the value of r count (Corrected Item-Total
Correlation) was more than the value of r table, which is 0.192.
In order to determine whether or not the questionnaire employed in the study to assess
the relationship between variables X1, X2, and Y is reliable, a reliability test must be
conducted. An alpha of 0.60 must serve as the foundation for decision-making prior to
reliability testing (Maulidiyah&Arsyianto, 2020). Variables are deemed reliable if their values
are larger than 0.60; if they are smaller, the variable under investigation cannot be deemed
reliable because this study also examined the data's reliability in addition to its validity. The
following outcomes were attained:
Table 6
Reliability Test Results on YouTube Ads (X1)
Reliability Statistics
Cronbach's Alpha
N of Items
.784
9
Source: Processed primary data
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The Cronbach's Alpha for the Youtube Ads variable (X1) is greater than the base value,
0.784> 0.60, according to the reliability test findings. This indicates that all of the statements
in the variable questionnaire (X1) are deemed reliable.
Table 7
Reliability Test Results on Brand Awareness Variables (X2)
Reliability Statistics
Cronbach's Alpha
N of Items
.825
5
Source: Processed primary data
The reliability test results for the Brand Awareness (X2) variable show that all of the
statements in the variable questionnaire (X2) are deemed reliable because the Cronbach's Alpha
for this variable is greater than the base value, specifically 0.825> 0.60.
Table 8
Reliability Test Results on Purchase Intention Variables (Y)
Reliability Statistics
Cronbach's Alpha
N of Items
.825
5
Source: Processed primary data
The reliability test findings demonstrate that all of the statements in the questionnaire (Y)
are considered reliable since the variable's Cronbach's Alpha (0.825>0.60) is higher than the
base value.
One straightforward illustration of using statistics in the research sector are the findings
of the validity and reliability tests that were included in the study results. The results of the
validity and reliability tests in this study can be used as the basis for preparing questionnaires
to measureYouTube ads variables and Brand Awareness able to influence Purchase Intention
at Honda Sejahtera Mulia Dealers.
Regression
Table 9
T Test (Incomplete Test)
Coefficients
Model
Unstandardized Coefficients
Standardized Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constant)
2.236
1.064
2.101
.038
Youtube Ads
.242
.055
.419
4.369
.000
Brand Awareness
.402
.092
.419
4.373
.000
a. Dependent Variable: Purchase Intention (Y)
From the SPSS calculation above, the t value is obtained as follows.
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On Buying Interest In Honda Scoopy Motorbikes At PT Astra
Motor Honda Cirebon Branch
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Tabel 10
Hasil AnalisisParsial
Variabel
t hitung
t tabel
Prob. Sig
Description
Youtube Ads (X1)
4.369
1,660
0,000
0,05
Significant Effect
Brand
Awareness (X2)
4.373
1,660
0,000
0,05
Significant Effect
The t-test is testing the regression coefficient individually.
Youtube Ads Variable (X1)
Hypothesis: there is a significant influence between YouTube ad variables on Purchase
Intention at Honda Sejahtera Mulia Dealers.
Steps in Testing
H0: β1 = 0 This means that there is no significant influence of YouTube ads variables on
Purchase Intention at Honda Sejahtera Mulia Dealers.
Ha: β1 ≠ 0 It means that there is a significant influence of YouTube ads variables on Purchase
Intention at Honda Sejahtera Mulia Dealer.
Testing criterion 1) Traditionally, it is determined that t table = 1.660 and t count = 4.369
are known at the error level α = 0.05 (two-sided test) with df = 101 (104-3). The Youtube Ads
(X1) variable significantly affects purchase intention because t count> t table, which means
that while Ha is accepted, H0 is refused.
It can be concluded that the YouTube ads variable has a significant effect on Purchase
Intention at Honda Sejahtera Mulia Dealer by using Test Criteria 2) in SPSS, which examines
the significance probability (P-value) = 0.000, or 0% less than 5%. Thus, the conjectured theory
is validated. Ha is accepted but H0 is refused.
Variabel Brand Awareness (X2)
Hypothesis: Purchase Intention at Honda Sejahtera Mulia Dealers is partially influenced
by characteristics related to Brand Awareness.
Steps in Testing
H0: β1 = 0 This indicates that the Honda Sejahtera Mulia Dealer's purchase intention is not
significantly influenced by the Brand Awareness variable.
Ha: β1 ≠ 0 This indicates that the Honda Sejahtera Mulia Dealer has a major impact on the
Brand Awareness Purchase Intention variable.
Testing condition 1: for df = 101 (104-3), it is usually found that t table = 1.660 and t
count = 4.373 are known at the error level α = 0.05 (two-sided test). H0 is rejected while Ha is
accepted in SPSS, specifically when examining the probability of significance (P-value) =
0.030, or 3% less than 5%. The suggested hypothesis is supported by the conclusion that the
Brand Awareness variable significantly influences Purchase Intention at Hpnda Sejahtera
Mulia Dealer. This is due to the fact that t count> t table, a sign that the Brand Awareness
variable (X2) significantly influences Purchase Intention, is present.
F test (jointly/simultaneously)
This test aims to ascertain whether the hypothesis, which is: that YouTube ads and Brand
Awareness Have a Significant Influence on Purchase Intention at Honda Sejahtera Mulia
Dealers, is true or not by applying the F test. This test was designed to find out how Y was
affected by X1, X2, and Y taken together.
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Table 11
F test
ANOVA
a
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Regression
787.381
2
393.691
82.759
.000
b
Residual
480.465
101
4.757
Total
1267.846
103
a. Intention to Purchase is a Dependent Variable
b. Constant), Brand Awareness, and YouTube Ads as predictors
To determine how significant the impact of variable X on variable Y is, apply the F test.
1. H0: YouTube advertisements and brand awareness factors do not significantly affect
purchase intention at Honda Sejahtera Mulia Dealers concurrently.
2. Ha: There is a significant influence of YouTube ads and Brand awareness variables
simultaneously on Purchase Intention at Honda Sejahtera Mulia Dealers.
Typically, df numerator = 2 and dfdenumerator = 101 (derived from df = k (n-k-1) =
3; (104-3-1) = 3; 101 known Ftable = 3.087 and F count = 82.759) are used to assess criteria
1) at a genuine level of = 0.05. By utilizing SPSS and examining the probability of
significance (P-value) = 0.000, which is 0% less than 5%, it is possible to reject H0 and
accept Ha. This means that the hypothesis that the Youtube ads and brand awareness
variables simultaneously affect purchase intention at the Sejahtera Mulia Honda Dealer is
proven. This is because Ha is approved and H0 is refused since F count> F Table. Therefore,
the true value can be found in the regression coefficient results for each independent
variable.
Coefficient of Determination
The contribution of the independent variable to the dependent variable is determined by
the coefficient of determination. The following results were obtained from the SPSS
processing(Fasha et al., 2022).
Table 12
SPSS processing results
Model Summary
Model
R
R Square
Adjusted R Square
Std. Error of the Estimate
1
.264
a
.070
.052
1.43632
a. Predictors: (Constant), Youtube Ads (X1) Brand Awareness (X2)
From the table above, it is known that the contribution of YouTube ads and Brand
Awareness variables to Purchase Intention at Honda Sejahtera Mulia dealers by looking at the
Adjusted R 2 Square results or (Adjusted R) = 0.052 This means that the YouTube ads and
brand awareness variables explain changes in the Purchase Intention variable by 70% while
other factors outside the model explain the remaining 70%.
CONCLUSION
The researcher comes to the following conclusions after considering the study's findings
and the discussion: According to the study's findings, PT Astra Motor Honda's Cirebon
The Influence Of YouTube Advertising And Brand Awareness
On Buying Interest In Honda Scoopy Motorbikes At PT Astra
Motor Honda Cirebon Branch
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Regency Branch's purchase intention is influenced by brand awareness and YouTube ads,
either separately or in combination. At PT. According to the partial test results, Astra Motor
Honda Dealer Sejahtera Mulia Kab Cirebon, variable Y is positively and significantly impacted
by the two X variables.
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Copyright holders:
Siti Nurlaela
1
, Sony Basrizal
2
, Soesanty Maulany
3
(2024)
First publication right:
JoSS - Journal of Social Science
This article is licensed under a Creative Commons Attribution-ShareAlike 4.0
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