Analisa Faktor Iklan Mid-Rolls Dalam Minat Pembelian Penonton Youtube Atas Produk Online Travel Agent (Ota) Di Era Pandemi Covid-19

Penggunaan iklan mid-roll YouTube oleh perusahaan untuk berkomunikasi dengan pelanggannya semakin meningkat saat ini, seiring dengan meningkatnya jumlah penonton YouTube. Terutama dengan terjadinya pandemi COVID-19 yang menyebabkan masyarakat semakin sering untuk meluangkan waktunya di media sosial seperti YouTube. Salah satu industri bisnis yang terkena dampak cukup signifikan akibat COVID-19 adalah industri Online Travel Agent. Maka dari itu beberapa bisnis OTA mulai menggunakan media sosial seperti iklan mid-roll YouTube sebagai strategi pemasarannya. Penelitian ini bertujuan (1) menganalisis faktor-faktor iklan mid-roll YouTube (irritability, informativeness, entertainment, congruity) dan pengaruhnya terhadap advertising value dari iklan online travel agent di mid-roll YouTube; dan (2) untuk mengevaluasi pengaruh iklan YouTube terhadap niat membeli pelanggan online travel agent. Penelitian ini merupakan penelitian kuantitatif konklusif dengan 190 responden berusia diatas 17 tahun. Analisa data dilakukan menggunakan structural equation modeling (SEM) dengan software AMOS. Hasilnya menunjukkan bahwa entertainment, informativeness, dan congruity memiliki pengaruh positif yang signifikan terhadap advertising value, sementara irritability tidak memiliki pengaruh negatif yang signifikan terhadap advertising value. Di sisi lain, advertising value memengaruhi purchase intention konsumen secara positif dan signifikan. ==================================================================================================== The use of mid-roll advertisements on YouTube by companies to communicate with its customers keeps on increasing, along with the increasing number of YouTube viewers. Especially with the COVID-19 pandemic which has caused people to spend more and more time on social media such as YouTube. One of the business industries that has been significantly affected by COVID-19 is the Online Travel Agent industry. Therefore, some OTA businesses have started using social media such as YouTube mid-roll ads as their marketing strategy. This study aims to (1) analyze the factors of YouTube mid-roll advertising (irritability, informativeness, entertainment, congruity) and their effect on the advertising value of online travel agent advertising on YouTube mid-roll; and (2) to evaluate the effect of YouTube advertising on online travel agent customers' purchase intentions. This study is a conclusive quantitative study with 190 respondents aged over 17 years. Data analysis was carried out using structural equation modelling (SEM) with AMOS software. The results show that entertainment, informativeness, and congruity have a significant positive effect on advertising value, while irritability does not have a significant negative effect on advertising value. On the other hand, advertising value affects consumer purchase intention positively and significantl