THE EFFECT OF YOUTUBE MEDIA OF ONLINE REVIEW, VISUALIZATION AND TRUST ON INTENTION TO BUY SMARTPHONE

The increasing competition among the smart phone brands in Indonesia has turned most of the people To gain an accurate information in order to choose the right product/ smartphone . The online review that has been made by the users over the social networks might directly influence the consumer attitude toward the brand and the purchase intention. The results of the studies are expected to provide contributions for the smartphones producer in defining the direction of their company strategies from the perspective of the consumer in performing online shopping activities. The data analysis the researcher has run by using the PLS 3.0. In the same time, survey by means of questionnaire distribution carried out toward the respondents who used to perform transactions through online sites. Finally, this research found that visualization, online review and trust have positive impact on Consumer smartphone purchase intention of consumer through You Tube Channel