PENGARUH KREDIBILITAS KONTEN REVIEW KANAL YOUTUBE @GADGETIN TERHADAP MINAT BELI SMARTPHONE DI KALANGAN MAHASISWA

Abstract

This study aims to analyze the influence of content credibility from the YouTube channel @GadgetIN's smartphone reviews on purchase intention among university students. The digital era has shifted consumer behavior, making online reviews a crucial reference in the decision-making process. This research employs a quantitative approach with a survey method, collecting data from 100 students selected through purposive sampling who are active YouTube users and have watched @GadgetIN's review content. Data were analyzed using simple linear regression. The results indicate that review content credibility has a positive and significant effect on smartphone purchase intention, with a correlation coefficient of 0.697. The dimension of expertise received the highest perception score (mean=4.41), followed by informativeness (mean=4.29), attractiveness (mean=4.27), and trustworthiness (mean=4.20). The regression equation Y = 1.107 + 0.687X shows that for every one-unit increase in content credibility, purchase intention increases by 0.687 units. The coefficient of determination (R²) is 0.486, meaning that 48.6% of the variation in purchase intention can be explained by the credibility of the review content. These findings confirm the strategic role of credible review content in influencing the purchase intention of Generation Z consumers. The study provides empirical contributions to digital marketing communication and practical implications for content creators and smartphone industry players in developing effective marketing strategies.