Muhammad Yazid Farhan, - (2024) PENGARUH MOTIF TAYANGAN YOUTUBE TERHADAP KEPUASAN MENONTON KONTEN VIRTUAL: Studi Korelasi pada Subscriber Kanal YouTube Airani Iofifteen. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Meskipun popularitas virtual YouTuber meningkat, terutama di kalangan penggemar budaya populer Jepang, literatur ilmiah yang ada masih terbatas pada naravlog YouTube konvensional tanpa avatar virtual. Tujuan penelitian ini adalah untuk menganalisis ada atau tidaknya pengaruh yang signifikan antara motif informasi, motif identitas personal, motif interaksi sosial, dan motif hiburan terhadap kepuasan menonton naravlog YouTube virtual di kanal YouTube Airani Iofifteen. Metode penelitian yang digunakan adalah studi korelasi dengan pendekatan kuantitatif. Populasi penelitian ini adalah seluruh subscriber kanal YouTube Airani Iofifteen. Sampel yang digunakan sebanyak 100 responden dengan penarikan sampel menggunakan rumus Slovin. Teknik analisis data yang digunakan adalah uji korelasi, analisis linear berganda, uji t, uji f dan koefisien determinasi (r2) menggunakan SPSS. Hasil penelitian menunjukan bahwa: (1) Motif informasi memiliki pengaruh yang signifikan terhadap kepuasan menonton konten virtual di kanal YouTube Airani Iofifteen; (2) Motif identitas personal tidak memiliki pengaruh yang signifikan terhadap kepuasan menonton konten virtual di kanal YouTube Airani Iofifteen; (3) Motif interaksi sosial memiliki pengaruh yang signifikan terhadap kepuasan menonton konten virtual di kanal YouTube Airani Iofifteen; (4) Motif hiburan tidak memiliki pengaruh yang signifikan terhadap kepuasan menonton konten virtual di kanal YouTube Airani Iofifteen, dan (5) Motif informasi, motif identitas personal, interaksi sosial, dan motif hiburan berpengaruh signifikan terhadap kepuasan menonton naravlog YouTube virtual di kalangan subscriber kanal YouTube Airani Iofifteen. Despite the increasing popularity of virtual YouTubers, especially among fans of Japanese popular culture, the existing scholarly literature is still limited to conventional YouTube rants without virtual avatars. The aim of this research is to analyze whether or not there is a significant influence between information motives, personal identity motives, social interaction motives and entertainment motives on the satisfaction of watching virtual YouTube naravlogs among viewers of Airani Iofifteen's YouTube channel, both partially and simultaneously. The research method used is a correlation study with a quantitative approach. The population of this research is all subscribers of the Airani Iofifteen YouTube channel. The sample used was 100 respondents with sampling using the Slovin formula. The data analysis techniques used are correlation test, multiple linear analysis, t test, f test and coefficient of determination (r2) using SPSS. The research results show that: (1) The information motive has a significant influence on the satisfaction of watching virtual content on the Airani Iofifteen YouTube channel. (2) The personal identity motive does not have a significant influence on the satisfaction of watching virtual content on the Airani Iofifteen YouTube channel. (3) The social interaction motive has a significant influence on satisfaction with watching virtual content on Airani Iofifteen's YouTube channel. (4) Entertainment motives do not have a significant influence on satisfaction with watching virtual content on Airani Iofifteen's YouTube channel. (5) Information motive, personal identity motive, social interaction, and entertainment motive have a significant effect on satisfaction with watching virtual YouTube naravlogs among viewers of Airani Iofifteen's YouTube channel. The contribution of this research is to show that the overall combination of information.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: Deni Darmawan: 5973309 Firman Aziz: 6036674 |
| Uncontrolled Keywords: | Konten YouTuber Virtual, Kepuasan Menonton YouTuber Virtual, YouTuber Virtual. Virtual YouTuber Content, Satisfaction of Watching Virtual YouTuber, Virtual YouTuber. |
| Subjects: | H Social Sciences > H Social Sciences (General) L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi |
| Depositing User: | Muhammad Yazid Farhan |
| Date Deposited: | 22 Sep 2024 05:06 |
| Last Modified: | 22 Sep 2024 05:06 |
| URI: | http://repository.upi.edu/id/eprint/125166 |
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