Measuring YouTube Channel Subscriber Loyalty

The Role of Quality, Corporate Image and Viewer Satisfaction

  • Ega Maulana Faculty of Economics, State University of Jakarta, Indonesia
  • Usep Suhud Faculty of Economics, State University of Jakarta, Indonesia
  • Juhasdi Susono Institut Agama Islam Negeri, Bone, Indonesia
  • Agung Dharmawan Buchdadi Faculty of Economics, State University of Jakarta, Indonesia
  • Amiruddin K Universitas Islam Negeri Alauddin Makassar, Indonesia
Keywords: Customer satisfaction, Corporate image, Product quality, Youtube Vlog, Loyalty

Abstract

The research began with the integration of literature on concepts related to, and the relationship between, product quality and corporate image, and their relationship with customer satisfaction and loyalty. This study aims to determine the effect of product quality and corporate image on the satisfaction of YouTube channel subscribers in increasing the loyalty of YouTube Rans Entertainment channel subscribers. This research uses a quantitative approach with a survey method. The population in this study is the YouTube Rans Entertainment channel subscribers where the sample used is active YouTube Rans Entertainment subscribers channel of 200 people with criteria age 16-30 years and has watched more than 10 Rans Entertainment videos in the past month. Participants who were mostly female, as many as 73%, while participants who were male were 27%. The majority of participants are working as much as 62%. While participants who have not worked as much as 21%. Participants who did not work were 5%. Then participants who have a business as much as 3%. The participants in the other categories were 9%. This other category contains participants who gave information about their status as students and housewives. The majority of participants had a final education of 57%, while 2 % was those who have the last education under high school.

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Published
2020-09-09
How to Cite
Maulana, E., Suhud, U., Susono, J., Buchdadi, A. D., & K, A. (2020). Measuring YouTube Channel Subscriber Loyalty. The International Journal of Social Sciences World (TIJOSSW), 2(2), 32-39. Retrieved from https://www.growingscholar.org/journal/index.php/TIJOSSW/article/view/58