STRATEGI PENINGKATAN SKALA USAHA YOUTUBE CHANNEL: PERAN KUALITAS KONTEN, FREKUENSI UPLOAD, DAN INTERAKSI SOSIAL
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Abstract
Platform YouTube telah menjadi salah satu sarana utama untuk pengembangan kewirausahaan digital, menawarkan peluang luas bagi kreator konten untuk mengembangkan usaha melalui monetisasi konten, kolaborasi, dan interaksi sosial. Penelitian ini bertujuan untuk menganalisis Peran Kualitas Konten, Frekuensi Upload, dan Interaksi Sosial Terhadap Skala Usaha YouTube Channel Dalam Konteks Kewirausahaan Digital, dengan studi kasus pada kanal "JeloAng." Penelitian ini menggunakan metode kuantitatif deskriptif dengan pendekatan Partial Least Square-Structural Equation Modeling (PLS-SEM), melibatkan 100 responden yang merupakan penonton aktif kanal tersebut. Hasil penelitian menunjukkan bahwa kualitas konten, frekuensi upload, dan interaksi sosial memiliki pengaruh positif terhadap skala usaha, dengan kualitas konten sebagai faktor signifikan. Implikasi dari temuan ini menegaskan pentingnya pengelolaan strategis dalam ketiga aspek tersebut untuk meningkatkan jumlah pelanggan, jumlah penonton, dan pendapatan. Penelitian ini memberikan wawasan strategis bagi kreator konten untuk mengelola kanal mereka secara lebih efektif, sehingga dapat meningkatkan jumlah pelanggan, jumlah tontonan, dan pendapatan. Disarankan agar penelitian lanjutan mengeksplorasi variabel tambahan seperti algoritma platform dan tren pasar digital untuk hasil yang lebih komprehensif.
The YouTube platform has become one of the main vehicles for the development of digital entrepreneurship, offering extensive opportunities for content creators to develop businesses through content monetization, collaboration and social interaction. This research aims to analyze the Influence of Content Quality, Upload Frequency, and Social Interaction on YouTube Channel Business Scale in the Context of Digital Entrepreneurship, with a case study on the "JeloAng" channel. This research uses a descriptive quantitative method with a Partial Least Square-Structural Equation Modeling (PLS-SEM) approach, involving 100 respondents who are active viewers of the channel. The research results show that content quality, upload frequency, and social interaction have a positive influence on business scale, with content quality as a significant factor. The implications of these findings emphasize the importance of strategic management in these three aspects to increase the number of customers, number of viewers and revenue. This research provides strategic insights for content creators to manage their channels more effectively, thereby increasing the number of subscribers, views and revenue. It is recommended that further research explore additional variables such as platform algorithms and digital market trends for more comprehensive results.
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