PENGARUH CHANNEL YOUTUBE MILYHYA TERHADAP KEPUTUSAN MENONTON SUBSCRIBERS TENTANG KONTEN MONTAGE GAMING
Abstract
ABSTRACT
MILYHYA is a YouTube channel focused on the most popular montage game content in Indonesia. Through his YouTube channel, MILYHYA regularly uploads Montage game video content with 5,260,000 subscribers. These montage gaming content videos have the potential to influence the decisions of the MILYHYA YouTube channel subscribers to watch. The theory used in this study is the S-R theory or stimulus-response theory. The S-R theory is an action-reaction theory. When there is some stimulus or stimulation, it is always perceived by the senses, be it mechanical or physical. This study aims to determine the effect of the MILYHYA Youtube channel on subscribers viewing decisions about Montage Gaming content.
This study used a type of explanatory quantitative research using data collection techniques through distributing questionnaires which are distributed to 100 respondents to the MILYHYA YouTube channel subscribers via the Google form. The data was then processed using SPSS 25 by conducting validity tests, reliability tests, simple linear regression analysis, and determination tests.
The value of the regression coefficient Y = 8.111 + 0.888X, with a significance level of 0.000 is less than α = 0.05. The calculated value is greater than in the table, namely 10.184 > 1.98, meaning that Ha is accepted and H0 is rejected. There is an effect on the MILYHYA YouTube channel on the decision to watch subscribers about montage gaming content. The coefficient of determination in this study is 51.4% which is included in the medium category. While the remaining 48.6% is influenced by other factors not discussed in this study.
Keywords : Youtube Channel, S-R Theory, Decision Watching Subsribers, Montage Gaming.
MILYHYA is a YouTube channel focused on the most popular montage game content in Indonesia. Through his YouTube channel, MILYHYA regularly uploads Montage game video content with 5,260,000 subscribers. These montage gaming content videos have the potential to influence the decisions of the MILYHYA YouTube channel subscribers to watch. The theory used in this study is the S-R theory or stimulus-response theory. The S-R theory is an action-reaction theory. When there is some stimulus or stimulation, it is always perceived by the senses, be it mechanical or physical. This study aims to determine the effect of the MILYHYA Youtube channel on subscribers viewing decisions about Montage Gaming content.
This study used a type of explanatory quantitative research using data collection techniques through distributing questionnaires which are distributed to 100 respondents to the MILYHYA YouTube channel subscribers via the Google form. The data was then processed using SPSS 25 by conducting validity tests, reliability tests, simple linear regression analysis, and determination tests.
The value of the regression coefficient Y = 8.111 + 0.888X, with a significance level of 0.000 is less than α = 0.05. The calculated value is greater than in the table, namely 10.184 > 1.98, meaning that Ha is accepted and H0 is rejected. There is an effect on the MILYHYA YouTube channel on the decision to watch subscribers about montage gaming content. The coefficient of determination in this study is 51.4% which is included in the medium category. While the remaining 48.6% is influenced by other factors not discussed in this study.
Keywords : Youtube Channel, S-R Theory, Decision Watching Subsribers, Montage Gaming.
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