The Difference Between Television Ads with YouTube Toward Attitude and Its Influence on Consumer Buying Interest: A Case Study of Garnier Product

Heni Iswati


Advertising is one effective marketing strategy. The main aims of Garnier product ads on television (hereinafter TV ads)  and YouTube  is to attract attention and affect consumer feelings. There are two ads, namely "Garnier Light Complete Serum Cream" ads for female consumer and "Garnier Men Acne Fight" ads for male consumer. Both ads use celebrity which broadscast on television and YouTube.This study uses descriptive verification method with  sample of 100 respondents consisting of television viewers and YouTube users in Bandung City. Sampling using google form questionnaires. Primary data obtained from respondents' answers.This study aims to determine the influence Garnier TV ads and YouTube on consumer attitudes; Garnier TV ads and YouTube on consumer buying interest; and examine the difference between Garnier TV ads and YouTobe on buying interest. Based on the responses of respondents stated that Garnier ads on Youtube are quite annoying and unattractive. Television viewers are more appreciative than YouTube users. The research results that Garnier TV ads better than YouTube. In conclusion, the desire of television respondents to buy Garnier products is bigger than YouTube users.

Keywords: Advertising, Consumer, Garnier product, YouTube, Television ads.

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