Analisis Penontonan Konten Ulasan Smartphone di Kanal YouTube GadgetIn dan Dampaknya terhadap Keputusan Pembelian
Keywords:
review content, YouTube, GadgetIn, purchasing decision, SubscriberAbstract
YouTube review content has become a major surce of product-related information for viewers and plays a significant role in shaping their buying decisions. This study explores how watching smartphone review videos on the GadgetIn YouTube channel affects the purchasing behavior of its subscribers. Grounded in media exposure theory, the research follows a positivist framework and employs a quantitative method through surveys conducted among viewers of smartphone reviews on YouTube. The study uses both descriptive and explanatory approaches, with the target population being GadgetIn subscribers and a sample size are 100 participants. Data analysis was carried out using statistical tools, including percentage calculations and Spearman’s rho correlation. Findings reveal that subscribers show a high level of interest in GadgetIn’s smartphone reviews, which positively influences their buying habits. The Spearman’s rho results suggest that increased exposure to review content is linked to a stronger impact on purchase decisions, contributing to a 28.6% effect.
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