Understanding How Product Reviews on YouTube Affect Consumers’ Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm
Table 3
Respondent demographics.
Measure
Items
Frequency
Percentage
Gender
Male
299
49%
Female
312
51%
Age
19 or below
112
18%
20-29
315
52%
30-39
114
19%
40-49
55
9%
50 or above
15
2%
Occupation
Undergraduate student
203
33%
Graduate student
45
7%
Private employee
124
20%
State-owned enterprise employees
83
14%
Government employee
91
15%
Entrepreneur
65
11%
Marital status
Single
408
67%
Married
203
33%
Income
IDR 999.999 or below
19
3%
IDR 1.000.000-2.999.999
206
34%
IDR 3.000.000-4.999.999
151
25%
IDR 5.000.000-6.999.9999
60
10%
IDR 7.000.000-8.999.999
141
23%
IDR 9.000.000 or above
34
6%
Spent time to watch YouTube in a day (hours)
1 hour/day or below
32
5%
1–2 hours/day
132
22%
2–3 hours/day
213
35%
3–4 hours/day
180
29%
4–5 hours/day
38
6%
5 hours/day or above
16
3%
Types of products purchased based on product reviews on YouTube
