FACTORS THAT INFLUENCE THE SUCCESS OF AKADEMI CRYPTO’S YOUTUBE LIVE STREAMING IN DRIVING AUDIENCE ENGAGEMENT AND CONVERSION

• Main Author: Alvin Septian Putra, Moch
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83443
• Institution: Institut Teknologi Bandung

The global landscape of finance is changing as the times grow. Traditional financial investments are becoming less popular in favor of digital ones, specifically with the rise of cryptocurrencies, among millennials and people of generation Z. Consequently, an increasing number of communities or organizations have arisen in Indonesia with the purpose of providing educational contents on cryptocurrency, for example Akademi Crypto. However, only 34.8% of the Indonesian people expresses interest in consuming educational video content. Hence, this study was undertaken to determine the aspects that generate audience engagement and conversion on crypto educational content published through live streaming. The methodology employed in this study combines both quantitative and qualitative approaches. The data collection process includes an observation of 20 live streaming videos from Akademi Crypto, Benjamin Cowen, Digital Asset News, and BitBoy that published on YouTube, as well as the execution of a survey to 205 respondents. The data was analyzed using coding and Partial Least Square (PLS-SEM) methods. This study found that the success of a crypto educational live stream is influenced by the level of expertise, reputation, and interactivity. Even though the content quality does play a role in the success of live streaming, its impact is limited without the support of additional variables. Content creators and businesses who desire or are delivering cryptocurrency education through live streaming must enhance the streamer's knowledge, reputation, and interactivity in order to boost audience engagement, intention, and conversion.