PENGARUH TERPAAN KONTEN YOUTUBE DAN KETERLIBATAN INFLUENCER TERHADAP LOYALITAS PENONTON (Studi Pada Penonton YouTube Channel Ria SW)

JUJUR, JENNIVER RESTHA and Bafadhal, Oemar Madri and Pratiwi, Feny Selly (2025) PENGARUH TERPAAN KONTEN YOUTUBE DAN KETERLIBATAN INFLUENCER TERHADAP LOYALITAS PENONTON (Studi Pada Penonton YouTube Channel Ria SW). Undergraduate thesis, Sriwijaya University.

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Abstract

The presence of social media platforms, especially YouTube, has brought significant changes to how society consumes information and entertainment, one of which is through video content. This study focused on how the exposure to YouTube content and the involvement of influencers influenced the loyalty of viewers of the Ria SW YouTube channel. The theory used in this research was the media dependency theory. The research method applied was a quantitative approach with non-probability sampling and purposive sampling techniques. The population in this study was the viewers of the Ria SW YouTube channel, which was infinite, and the sample size obtained was 384 respondents. The data collected were then processed using IBM SPSS 21. The results of the study showed that the content exposure variable partially had a positive effect on viewer loyalty with a t-value of 4.300 and a significance value of 0.000<0.05. The influencer involvement variable also had a partial positive effect on viewer loyalty with a t-value of 9.731 and a significance value of 0.000 0.05. Furthermore, both content exposure and influencer involvement variables simultaneously had a positive effect on viewer loyalty with an F-value of 386.983 and a significance value of 0.000 < 0.05. Keywords: Content Exposure, Influencer Involvement, Ria SW YouTube Channel, Viewer Loyalty

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Keterlibatan Influencer, Loyalitas Penonton, Terpaan Konten, YouTube Channel Ria SW
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Jenniver Restha Jujur
Date Deposited:	25 Mar 2025 05:16
Last Modified:	25 Mar 2025 05:16
URI:	http://repository.unsri.ac.id/id/eprint/170070

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