Iswandie, M. Rafly Nur and -, Lelita Azaria Rahmadiva, S.I.Kom., M.Sc. (2026) Pengaruh Motif Subscriber Terhadap Keputusan Menonton Konten Review Smartphone David Gadgetin. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The advancement of the digital era has positioned YouTube as the primary reference for consumers to gather information before purchasing goods, including gadget reviews, which are currently dominated by the GadgetIn channel. This research was conducted to analyze the impact of subscribers' motives on their decision to watch smartphone review content on David GadgetIn's YouTube channel. Referring to the Uses and Gratifications Theory, this explanatory quantitative study collected data from 100 respondents through a Likert scale questionnaire, selected using a combination of accidental and purposive sampling methods. Based on the SPSS analysis, which included everything from instrument testing to hypothesis testing, the resulting regression equation is Y = 35.425 – 0.030 X, This finding indicates an inverse relationship. Furthermore, the T-test demonstrated a significance value of 0.568 (> 0.05) meaning that viewer motives—whether cognitive, affective, or integrative—do not significantly influence the viewing decision. Therefore, the assumption of the Uses and Gratifications Theory that high motives automatically lead to media consumption is not proven among the audience of this channel.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Viewer Motive, Watching Decisione, Uses and Gratifications, YouTube, GadgetIn |
| Subjects: | H Social Sciences > HE Communications |
| Divisions: | Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi |
| Depositing User: | M.RAFLY NUR ISWANDIE |
| Date Deposited: | 14 May 2026 14:00 |
| Last Modified: | 14 May 2026 14:01 |
| URI: | http://eprints.ums.ac.id/id/eprint/145270 |
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