THE RELATION BETWEEN MOTIVES AND SATISFACTIONS OF SARAH AYU CHANNEL'S SUBSCRIBERS ON YOUTUBE

Abstract

Drawing from the Uses and Gratifications Theory, this study examined the motives and satisfaction of Sarah Ayu’s subscribers on her YouTube channel. After the researcher found out the motives and satisfactions, this research sought to ascertain if there is a significant relation between motives and satisfactions of Sarah Ayu channel’s subscribers on YouTube and specified the relation’ value. The McQuail typology applied to determine Gratifications Sought and Gratifications Obtained from watching Sarah Ayu channel on YouTube, which are diversion, personal identity, social interaction, and information. The data were collected through a quantitative research method by applying online questionnaire and using a representative sample of 100. It was discovered that there was a significant relation between motives and satisfactions. The motives have positive value and very strong correlation toward the satisfactions. Interestingly, the result showed the relation between motives and satisfactions was monotonically increasing, in other words, as the motives of Sarah Ayu channel’s subscribers increased, the satisfactions of Sarah Ayu channel’s subscribers increased as well (and vice versa).