The Influence of Product Quality, Distribution Channels, and Promotion on Interest in Watching Acehnese Music on Youtube

Authors : Suryadi; Ngadino Surip

Volume/Issue : Volume 8 - 2023, Issue 7 - July

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This research was conducted to analyze the influence of product quality, distribution channels, and promotions on interest in watching Aceh YouTube music content. This quantitative study with a causal approach collected data from 68 respondents who actively watched Acehnese music or songs. The data was analyzed using Structural Equation Modeling (SEM) with validity test, reliability test, R-Square test, F-Square test, interdimensional correlation analysis, and hypothesis testing. The results of this study state that product quality and promotion have a positive and significant effect, while distribution channels have no effect on interest in watching Acehnese music on YouTube. This research suggests that Acehnese music creators improve audio and visual quality and optimize advertisements to promote their works.

Keywords : marketing mix, product quality, distribution channel, promotion, watching interest.


Paper Submission Last Date
31 - December - 2023

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In 1-2 Days

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