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All Journal JURNAL SISTEM INFORMASI BISNIS Media Ekonomi dan Manajemen JURNAL ILMIAH MANAJEMEN & BISNIS MIX : Jurnal Ilmiah Manajemen Benefit: Jurnal Manajemen dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Jurnal Pendidikan Ekonomi (JURKAMI) Performance MABIS: Manajemen dan Bisnis Jurnal Administrasi dan Manajemen Jurnal Manajerial Value: Jurnal Manajemen dan Akuntansi Creative Research Management Journal Journal of Digital Marketing and Halal Industry Jurnal Ekonomi Journal of Social Research Riwayat: Educational Journal of History and Humanities Asian Journal of Social and Humanities
Kurniawati Kurniawati
Universitas Trisakti
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Asian Journal of Social and Humanities

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Antecedents of Viewers Engagement Martua Parningotan Sihaloho; Kurniawati Kurniawati
Asian Journal of Social and Humanities Vol. 2 No. 7 (2024): Asian Journal of Social and Humanities
Publisher : Pelopor Publikasi Akademika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59888/ajosh.v2i7.285

Abstract

The purpose of this study is to analyze the antecedents of viewers engagement from social media influencers specifically in relation to YouTube channels, which include feelings of escape, self-improvement, fun, glamourous, connectivity from the audience as well as Overall Perceived image of the influencer. The sample design used in this research is non-probability sampling with purposive sampling technique. The processed data came from 280 respondents and then the data was analyzed using the Structural Equation Modeling (SEM) method. The results of this study indicate that there is a positive influence of escape on fun, there is a positive influence of self improvement on fun, glamorous and connectivity, there is also a positive influence of fun, glamorous and connectivity on overall perceived image and there is a positive influence of overall perceived image on viewers engagement. Likewise, this study found that there is no positive effect of escape on glamorous and connectivity. In general, the results of this study show that fun, glamorous and connectivity, and overall perceived image are important factors that influence viewers engagement. Content that has a positive, authentic and informative overall image tends to attract more attention and is easily understood by viewers. Suggestions for future research, researchers can conduct research on Indonesian youtuber objects that are not included in this study and overseas youtuber objects. and can also conduct research on the impact of escape and self improvement on viewers engagement by adding job occupation variables as moderators.
Co-Authors Adventua Sihaloho Akhmad Miftakhudin Alviana Aslama Anantia Amru Bangkit Adhitama Ananda Karuna Jaya Andhar Lutfi Andra Aditya Azura Rizkiatami Cindy Farahita Dede Ernawati Desna Ronaldy Yoga Perwira Dinda Yowanda Fauzima Dwi Wirasatrio Ginta Ginting Hapizin Yonani Panjaitan Ismail Ismail Jati Kasuma Ali Karijanto Prijo Rahardjo Maria Ariesta Utha Martua Parningotan Sihaloho Muhamad Fachreza Muhammad Rusli Nabila Alma Zahira Nurlaila Hidayaty Prameswari Dinda Ramadhani Fithratullah S.A Marivan HR Sarah Gabriella Soefhwan Soefhwan Then Hanie Chandra* Yoga Budhi Santosa Yolanda Masnita