ANALISIS PERILAKU DAN PERSEPSI KONSUMEN DALAM MELIHAT IKLAN PADA APLIKASI YOUTUBE ( STUDI KASUS PENGGUNA SMARTPHONE DI KELURAHAN PASAR BARU KABUPATEN BATANG HARI – JAMBI)

Abstract

The purpose of this research is to understand consumer behavior and identify perceptions when viewing advertisements on the YouTube app, as well as to analyze the relationship between the two. Using a qualitative descriptive approach, data were obtained through interviews with 10 randomly selected, homogeneous respondents. Data were analyzed through reduction, presentation, and conclusion drawing.

The results show that consumer behavior varies; most are passive, skipping advertisements because they are considered annoying or irrelevant, while others actively pay attention to advertisements that are short, clear, and useful. Similarly, negative perceptions arise from excessive and less credible advertising, while positive perceptions view advertisements as a source of information about products, prices, and new features. Message clarity, relevance, and credibility significantly influence perceptions, which then shape consumer behavior.

Overall, consumer behavior and perception are selective: long and irrelevant advertisements elicit rejection, while well-crafted advertisements can influence engagement and even purchase decisions.