Why indonesian users visiting youtube an exploration of uses and gratification theory
YouTube is the famous social media site for video sharing in the digital age. In Indonesia, YouTube got the first rank for the most visited site. This fact shows us that especially in Indonesia YouTube is the site with most visitor. What makes YouTube being the most popular site in Indonesia is interesting to be explored strictly. With Use and Gratification Theory (UG), this experiment trying to give the empirical approach about the factors that influencing YouTube user to use it again. The amount of sampling deterination in this experiment is using Slovin formula. Meanwhile the questioner is spreaded online with non-probability random sampling method in order to gain 400 responden whom usually visiting YouTube regularly. WarpPLS 0.5 is the tools used to convert UG Model into Path Analysis Counting. We found that easiness of service utility and it’s practices of using YouTube makes Convenience as the strongest variable to raise people’s intention to using / visiting YouTube.