ABSTRACT
This study aims to investigate the influence of developed product knowledge on the enjoyment of ongoing search information, and the influence of ongoing search information on future purchase efficiency, opinion leadership and impulse buying. The study involved 254 respondents. Respondents were Indonesian consumers who have ever watched a video review about a Smartphone on YouTube. Data was obtained through online questionnaire distributed via social media Line and WhatsApp, and screening conducted via Google-Form. Results of the study were processed using Structural Equation Modeling analysis, and show that in the model study developed product knowledge does not significantly influence the ongoing search information.
