THE EFFECT OF CONTENT QUALITY AND PERCEIVED ENJOYMENT TO SUBSCRIBE INTENTION IN CHANNEL YOUTUBE RADITYA DIKA
Fajar Ramadhan, Ratih Hurriyati, Heny Hendrayati

School of Postgraduate Studies Universitas Pendidikan Indonesia

Abstract

Subscribe Intention on Raditya Dikas YouTube channel can be influenced by Content Quality and Perceived Enjoyment, where Content Quality contained on a website or platform can influence consumer consideration in making subscription decisions (subscribe intention). Data collection using accidental sampling techniques on 236 respondents with research subjects’ citizens who have seen YouTube video content Raditya Dika. The results of this study reveal that there is a strong positive correlation and direction between Content Quality and Perceived Enjoyment. There is a partial effect of Content Quality on Subscribe Intention significantly by 25.4%. There is a partial effect of Perceived Enjoyment on Subscribe Intention significantly by 29%. Then there is the simultaneous influence of Content Quality and Perceived Enjoyment on the Subscribe Intention on the YouTube Channel Raditya Dika positively and significantly by 54.4%.

Keywords: Content Quality, Perceived Enjoyment and Subscribe Intention

Topic: Marketing Management