The Influence Of Core And Peripheral Attributes And Social Interaction On Intention To Subscribe Music Videos On The You Tube Page Mediated By Viewing Experience, Brand Relationship Quality, Fanatism With Idolatry Moderation In The Band, Study On Slan

Abstract

The digital era has changed strategies in doing business, especially in carrying out promotions. The widespread use of Arabic media among consumers has created opportunities but also threats for business people. More in-depth study is needed in trying to obtain opportunities in the digital form of the economy. This also happens in ariable aria. Where more and more new musicians are competing to utilize Ariab media to help increase their popularity. You Tube, as the music media that is most often chosen by consumers, both to record entertainment, information and even to support their business, is the music media that is also chosen by musicians not only in Indonesia but also in the world to increase their popularity. This research aims to determine the antecedents of intention to subscribe as a whole and its impact on interest behavior by using quantitative research methods with an analysis unit of members of the SLANK band fans known as Slanker. Data were analyzed using the PLS-SEM method to test 8 hypotheses with the dependent ariable being Intention to subscribe The novelty from this research are, firstly the fanatism has positively influenced and significant to intention to subscribe with coefficient determinant is 51 % , and secondly the relationship between viewing experience and the behavior relationship quality has through the idolatry, because the is higher than when the viewing experience to brand experience qualities, with value is 0,396.