DARMAWAN, MUHAMMAD RIZKY (2026) PENGARUH KONTEN CHANNEL YOUTUBE MOTOMOBI TERHADAP MINAT BELI MOBIL BEKAS DI KALANGAN SUBSCRIBER YOUTUBE MOTOMOBI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the influence of content on the Motomobi YouTube channel on subscribers’ purchase interest in used cars. Motomobi was selected because it presents honest, informative, credible, and relevant automotive reviews, while also reflecting Marketing Public Relations (MPR) practices through the delivery of information that builds trust and a positive image. Using the Stimulus– Organism–Response (S-O-R) theory and MPR concepts, this study explains how information quality, delivery style, visual–audio elements, and content relevance affect viewers’ psychological processes and shape their purchase interest. This research employs a quantitative method with an explanatory approach. Data were collected from 100 active Motomobi subscribers through questionnaires and analyzed using validity and reliability tests, Pearson correlation, simple linear regression, the coefficient of determination, and the t-test. The results show a strong and significant relationship between Motomobi’s content and purchase interest in used cars. The t- test results indicate that Ha is accepted and Ho is rejected. The coefficient of determination (R²) is 0.534, meaning Motomobi’s content explains 53.4% of the variation in purchase interest, while the remaining 46.6% is influenced by other factors. These findings highlight that automotive review content on YouTube functions not only as an effective stimulus but also as a form of MPR strategy capable of shaping consumer interest and purchase decisions. Implicitly, the findings of this study contribute to the development of digital marketing communication studies, particularly in the application of the Stimulus– Organism–Response (S-O-R) theory within the context of independent YouTube content in the automotive sector. In addition, this research provides practical implications for content creators and used car industry practitioners to emphasize content quality, message credibility, and information relevance as part of an effective Marketing Public Relations strategy in building trust and enhancing audiences’ purchase interest in a sustainable manner. Keywords : Motomobi, Marketing Public Relations, Purchase Interest, Used Cars, SO-R. Penelitian ini bertujuan untuk mengetahui pengaruh konten channel YouTube Motomobi terhadap minat beli mobil bekas di kalangan subscribernya. Motomobi dipilih karena menyajikan honest review yang informatif, kredibel, relevan, serta mencerminkan praktik Marketing Public Relations (MPR) melalui penyampaian informasi yang membangun kepercayaan dan citra positif. Dengan menggunakan teori Stimulus–Organism–Response (S-O-R) dan konsep MPR, penelitian ini menjelaskan bagaimana kualitas informasi, gaya penyampaian, visual–audio, dan relevansi konten memengaruhi proses psikologis penonton hingga membentuk minat beli. Penelitian ini menggunakan metode kuantitatif dengan pendekatan eksplanatif. Data diperoleh dari 100 subscriber aktif Motomobi melalui kuesioner dan dianalisis menggunakan uji validitas, reliabilitas, korelasi Pearson, regresi sederhana, koefisien determinasi, dan uji t. Hasil penelitian menunjukkan hubungan kuat dan pengaruh signifikan antara konten Motomobi dan minat beli mobil bekas. Hasil uji t menyatakan Ha diterima dan Ho ditolak. Nilai koefisien determinasi (R²) sebesar 0,534, yang berarti konten Motomobi menjelaskan 53,4% perubahan minat beli, sementara 46,6% dipengaruhi faktor lain. Temuan ini menegaskan bahwa konten review otomotif di YouTube berperan sebagai stimulus efektif sekaligus strategi MPR yang mampu membentuk ketertarikan dan keputusan calon pembeli. Secara implikatif, hasil penelitian ini memberikan kontribusi teoritis bagi pengembangan kajian komunikasi pemasaran digital, khususnya dalam penerapan teori S-O-R pada konteks konten YouTube independen di sektor otomotif. Selain itu, penelitian ini juga memberikan implikasi praktis bagi content creator dan pelaku industri mobil bekas agar lebih memperhatikan kualitas konten, kredibilitas pesan, serta relevansi informasi sebagai strategi Marketing Public Relations dalam membangun kepercayaan dan meningkatkan minat beli audiens secara berkelanjutan. Kata Kunci : Motomobi, Marketing Public Relations, Minat Beli, Mobil Bekas, SO-R.
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