The Effect of Content Quality and Perceived Enjoyment on Subscribe Intention in YouTube Channel

Abstract

Subscribe Intention on Raditya Dika's 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). The purpose of this paper is to find out people's intention in watching and subscribing Raditya Dika's YouTube channel. The research method in this scientific work was quantitative research by using path analysis. Data collection techniques used was accidental sampling techniques on 236 respondents who have seen Raditya Dika's videos on YouTube. There was a simultaneous influence of Content Quality and Perceived Enjoyment on the Subscribe Intention on the Raditya Dika's YouTube Channel positively and significantly. The implication of this study is that Raditya Dika knows why people watch and subscribe his YouTube channel.