Izzudin, Rafi and , Soepatini , S.E., M.Si., Ph.D (2026) Examining The Effect Of Social Interaction, Entertainment, And Information On Attitude Toward YouTube Tech Content Videos And Intention To Assemble Technology Devices. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study examines how three Uses and Gratifications factors social interaction, entertainment, and information influence viewers’ attitude toward YouTube technology content videos, and how that attitude subsequently shapes their attitude toward technology assembly and their intention to assemble technology devices. Grounded in the Uses and Gratifications Theory (UGT) and the Theory of Reasoned Action (TRA), the study addresses the gap between consuming technology content and translating it into real, hands-on behavior. Data were collected from 160 Indonesian viewers of YouTube technology content through an online questionnaire using a five-point Likert scale and a purposive sampling technique, and were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that information and entertainment have a positive and significant effect on attitude toward the videos, with information as the strongest predictor, whereas social interaction has no significant effect. Attitude toward the videos significantly influences attitude toward assembly, which in turn is the strongest predictor of the intention to assemble technology devices. Entertainment and information also exert significant indirect effects through attitude, while social interaction does not. These findings indicate that YouTube technology content functions primarily as an informational and educational medium, and they offer practical guidance for content creators, brands, and educators seeking to convert viewership into hands-on technology engagement.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | YouTube, Tech Content Videos, Uses and Gratifications Theory, Social Interaction, Information Gratification, Behavioral Intention |
| Subjects: | H Social Sciences > HD Management, Business and Labor > Management H Social Sciences > HD Management, Business and Labor > Management > Marketing Management H Social Sciences > HD Management, Business and Labor > Management > Promosi |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | RAFI IZZUDIN |
| Date Deposited: | 19 Aug 2026 04:37 |
| Last Modified: | 19 Aug 2026 04:39 |
| URI: | http://eprints.ums.ac.id/id/eprint/148052 |
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