The Impact of Motivation to Watch YouTube, Subjective Norms, Behavior Control, Information Success Model to watching YouTube Engagement

摘要

This research is motivated by the phenomenon of competition in the YouTube industry. YouTube is not only as a channel for video sharing, but also as an effective marketing channel of products and services. Some companies put their advertisements in some favourite YouTube channels. Competition in the YouTube industry is getting harder and the number of YouTube is growing rapidly, each channel has its own unique and strengths that can attract viewers so that it creates quite competitive competition. This research method is quantitative with Structural Equation Modeling (SEM) as analysis methods. Primer data collected online from 363 respondents who are YouTube audiences from cities in Indonesia: Jakarta, Depok, Tangerang and Bekasi. Data are collected Purposive Sampling method. This research used Structural Equiation Modeling (SEM) with SmartPLs 3.0 as statistic tool. The purpose of this study is to find Critical Success Factor on YouTube watching engagement. The sampling technique used was purposive sampling. The result of this study showed that variable components such as motives using YouTube and Subjective Norms had a significant and positive impact on The Credibility of the Channel / YouTuber. Behavioral Control has no significant effect on YouTube watching engagement. In addition, channel credibility/ YouTuber, system quality and information quality have a positive influence on YouTube watching engagement.