The Influence of Perceived Value and Digital Marketing on the Loyalty of YouTube Premium in Bangkok

Abstract

The objectives of this research were 1. to study the behavior of people who use YouTube premium services in Bangkok. And 2. To study the perceived value and digital marketing that influence the loyalty of YouTube Premium users in Bangkok area;. Using a survey method from a questionnaire with a sample of 400 consumers aged 18 years and over who had premium YouTube services in Bangkok, with variables in the structural equation model, namely Perceived Price Value. Perceived Quality Value Digital Marketing Satisfaction and the loyalty Data were analyzed by percentage, mean, standard deviation. and test the hypothesis by analyzing the structural equation model with Smart PLS 4.0 The results showed that Most of the respondents were female, aged 18-24 years, having a bachelor's degree. are students/students, income 10,000 baht or less, single status, behavioral issues, it was found that most of them used YouTube premium media. For entertainment such as watching movies, listening to music, there is a frequency of using YouTube Premium every day for a period of 2-4 hours and using it via mobile phones, smartphones. The hypothesis testing revealed that 1) perceived value had a positive influence on satisfaction 2) perceived value had a positive influence on service loyalty 3) digital marketing had a positive influence on satisfaction 4) Digital marketing has a positive influence on service loyalty statistically significant at the .01 levels and 5) satisfaction has a positive influence on service loyalty. statistically significant at the.05 levels.