ALIFIA, REISHA DIANDRA (2026) Pengaruh Kualitas Layanan, Harga, dan Electronic Word of Mouth terhadap Keputusan Pembelian Pelanggan Layanan YouTube Channel Membership (Studi Pada Penonton Channel Gaming Gogogoy). Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
The development of digital platforms has encouraged content creators to utilize membership features as a means of monetization while also building closer relationships with their audiences. However, the level of viewer participation in membership services is still relatively low compared to the total number of viewers. This study was conducted to determine and analyze the influence of service quality, price, and electronic word of mouth on customers’ purchasing decisions for YouTube Channel Membership. This research focuses on viewers of the Gogogoy Gaming channel who have previously purchased membership on the channel. This study uses a quantitative method with an associative approach. The data used consist of primary data obtained through the distribution of questionnaires to viewers of the Gogogoy gaming channel who are familiar with the YouTube Channel Membership service, as well as secondary data obtained from public sources such as the total number of channel subscribers. The research data were analyzed using multiple linear regression analysis with the assistance of the SPSS Version 31 statistical program. The results show that simultaneously service quality, price, and electronic word of mouth have a significant effect on customers’ purchasing decisions for the YouTube Channel Membership service. Partially, each variable also has an influence on purchasing decisions. This research is expected to contribute to content creators and digital platform managers in improving membership service quality, pricing strategies, and customers subscription interest.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Reisha Diandra Alifia | ||||||||
| Date Deposited: | 25 May 2026 03:18 | ||||||||
| Last Modified: | 25 May 2026 03:41 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52353 |
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