Pengaruh Youtube Advertising dan Brand Image Terhadap Keputusan Pembelian Konsumen Sampo Pantene di Probolinggo

Abstract

In the increasingly competitive Fast-Moving Consumer Goods (FMCG) industry, particularly within the hair care sector, companies are compelled to innovate creative promotional strategies to attract consumer attention and build positive brand perceptions. This study aims to determine, analyze, and explain the partial and simultaneous influences of YouTube advertising and brand image on consumer purchase decisions for Pantene shampoo in Probolinggo. This study employed a quantitative approach with an explanatory research design. The research was conducted in Probolinggo, East Java, targeting Pantene shampoo consumers. A sample of 100 respondents was selected using a non-probability purposive sampling technique based on the Ferdinand formula. Data were collected via online questionnaires using a 5-point Likert scale and analyzed using multiple linear regression analysis via SPSS 26 software, after satisfying all validity, reliability, and classical assumption tests. The multiple linear regression analysis revealed that Youtube advertising has a positive and significant partial effect on purchase. Brand image also demonstrates a positive and significant partial effect on purchase decisions. Simultaneously, both Youtube advertising and brand image exert a significant influence on consumer purchase decisions. The coefficient of determination shows that these two variables account for 26.3% of the variance in purchase decisions. The findings indicate that the integration of engaging, informative digital advertising particularly through celebrity endorsements on Youtube and a strong, reputable brand image effectively minimizes purchase risks and drives consumer choice. While Pantene maintains a dominant "top-of-mind" status, the study suggests that the company should craft shorter, more memorable advertisement slogans and modernize its packaging design to better engage younger demographics, such as Gen Z, thereby further enhancing long-term consumer purchase decisions, and offering referral incentives