SURYADI, SURYADI (2023) PENGARUH KUALITAS PRODUK, SALURAN DISTRIBUSI, DAN PROMOSI TERHADAP MINAT MENONTON MUSIK ACEH DI YOUTUBE. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research was conducted to analyze the influence of product quality, distribution channels, and promotions on interest in watching Aceh YouTube music content. This quantitative study with a causal approach collected data from 68 respondents who actively watched Acehnese music or songs. The data was analyzed using Structural Equation Modeling (SEM) with validity test, reliability test, R-Square test, F-Square test, interdimensional correlation analysis, and hypothesis testing. The results of this study state that product quality and promotion have a positive and significant effect, while distribution channels have no effect on interest in watching Acehnese music on YouTube. This research suggests that Acehnese music creators improve audio and visual quality and optimize advertisements to promote their works. Keywords: marketing mix, product quality, distribution channel, promotion, watching interest Penelitian ini dilakukan untuk menganalisis pengaruh kualitas produk, saluran distribusi, dan promosi terhadap minat menonton konten musik atau lagu Aceh di platform berbagi video YouTube. Studi kuantitatif dengan pendekatan kausal ini mengumpulkan data dari 68 responden yang aktif menonton tayangan musik atau lagu berbahasa Aceh, lalu data kemudian dianalisa dengan menggunakan Structural Equation Modelling (SEM). Pengujian data-data dilakukan dengan uji validitas, uji realibilitas, uji RSquare, uji F-Square, analisis korelasi antardimensi, dan pengujian hipotesis. Hasil penelitian ini menyatakan bahwa kualitas produk dan promosi berpengaruh positif dan signifikan, sedangkan saluran distribusi tidak berpengaruh terhadap minat menonton musik atau lagu Aceh di YouTube. Dari variabel kualitas produk, dimensi yang paling dominan dalam memberi pengaruh adalah kesan kualitas produk. Penelitian ini menyarankan agar kreator musik atau lagu Aceh meningkatkan kualitas audio dan visual konten yang diunggah di YouTube. Kata Kunci: Bauran pemasaran, kualitas produk, saluran distribusi, promosi, minat menonton
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CD/551. 23 070 |
| Call Number: | TM/51/23/159 |
| NIM/NIDN Creators: | 55120120045 |
| Uncontrolled Keywords: | Bauran pemasaran, kualitas produk, saluran distribusi, promosi, minat menonton |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 07 Sep 2023 05:50 |
| Last Modified: | 30 Oct 2023 07:06 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80497 |
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