PENGARUH TERPAAN YOUTUBE SERIES “ASLINYA KULINER LOKAL BARENG TEH BOTOL SOSRO” PADA CHANNEL YOUTUBE NEX CARLOS DAN E-WOM PADA KOLOM KOMENTAR TERHADAP MINAT BELI PRODUK TEH BOTOL SOSRO

Abstract

Indonesia is a major player in the global tea industry, which has sparked competition among packaged tea brands. Teh Botol Sosro launched a marketing strategy through a YouTube series in collaboration with food vlogger Nex Carlos. Additionally, the majority of consumers read E-WOM before making a purchase. This study aims to determine the influence of exposure to the YouTube series and the intensity of E-WOM on the purchase intention of Teh Botol Sosro products. The theories used are Integrated Information Theory and the Buyer’s Information Environment Theory. The sampling technique used is non-probability and purposive sampling with a sample size of 100 respondents. Data testing was conducted through a simple linear regression test. The hypothesis testing results indicate that the variable exposure to the YouTube series "Aslinya Kuliner Lokal Bareng Teh Botol Sosro" on Nex Carlos' YouTube channel can explain 43.9% with an influence magnitude of 0.347, and the variable intensity of E-WOM in the comment section can explain 41.9% with an influence magnitude of 0.268 on the purchase intention of Teh Botol Sosro products. Therefore, it can be concluded that the higher the exposure to the YouTube series "Aslinya Kuliner Lokal Bareng Teh Botol Sosro," the higher the purchase intention of Teh Botol Sosro products. Similarly, the higher the intensity of EWOM in the comment section, the higher the purchase intention of Teh Botol Sosro products. Thus, the variables of exposure to the YouTube series and the intensity of E-WOM positively and significantly influence the purchase intention of Teh Botol Sosro products. The authors suggest that Teh Botol Sosro consider using these promotional activities in their marketing communication mix while addressing some of their weaknesses