CD Skripsi

Pengaruh Promosi #Wearemembership Channel Youtube Deankt Terhadap Keputusan Pembelian Membership

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Digital promotion has become a widely used marketing strategy, including in the digital content industry such as YouTube. The DEANKT YouTube channel, known as the ‘King of Membership,’ utilizes social media platform promotions to attract users to join its paid membership program. This study aims to analyze respondents' perceptions and the impact of the #WEAREMEMBERSHIP promotion on membership purchase decisions on the DEANKT YouTube channel.
This research employs a quantitative approach with a survey method. Data were collected through online questionnaires distributed to 306 respondents who are active DEANKT membership subscribers. The analysis techniques used include descriptive analysis, simple regression, and hypothesis testing using SPSS 25 software.
The results indicate that the #WEAREMEMBERSHIP promotion significantly influences membership purchase decisions. This is evidenced by a determination coefficient (R²) of 58.4%, indicating that the promotion variable has a moderate influence on purchase decisions, while other factors account for the remaining percentage. Simple regression analysis reveals that a 1% increase in promotion contributes to a 0.850 increase in purchase decisions. In conclusion, digital promotion strategies, particularly through YouTube and Discord platforms, effectively enhance membership purchase decisions. This research contributes to understanding the role of digital promotion in marketing subscription-based products on social media.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901113358

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901113358

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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