WHAT IS THE MOST INFLUENTIAL FACTOR ON DECISIONS USING YOUTUBE AS A TOOL TO SUPPORT BUY OR SELL MEANS? (CASE STUDY SURABAYA CITY AND SURROUNDING AREA)

Abstract

In the era of communication technology which is getting faster and more eager to adapt, this change the pattern of human life. The increasing use of smart phones has also changed the way human seek information. YouTube is one of the social medias that is now widely used in parts of the world from children to adults. To find information on items that you want to buy, now people trust reviews from some active YouTube users. According to SocialMediaWeek, 74% of shoppers make buying decisions based on social media. The shoppers tend to believe what the Social Influencer has to say. Knowing the transition of people's lifestyle that previously if you want to buy goods do not know the quality of these items, can now get information from YouTube from several people who review the items you want to buy. The seller can also promote goods or services that will be sold through YouTube. Thus, through this research the researcher wants to obtain the research data by using the TAM method with additional external variables such as customer satisfaction, computer self-efficacy and trust. This research was conducted to Surabaya People and surround area. In this study The Customer Satisfaction contribute the Highest factor in the desire to use YouTube as a means of selling / buying.