The Hubungan Intensitas Paparan Konten YouTube Traveling dengan Sikap Followers
DOI:
https://doi.org/10.29313/bcspr.v6i2.26146Keywords:
Youtube, Konten Traveling, Sikap FollowersAbstract
Abstract. The rapid development of digital media has made YouTube one of the primary platforms for obtaining information, including travel-related content. Audiovisual travel content has the potential to influence viewers' attitudes. This study aims to examine the relationship between the intensity of exposure to YouTube travel content and followers' attitudes among viewers of Leonardo Edwin's YouTube channel. This research employed a quantitative approach using a correlational survey method. The sample consisted of 100 respondents selected through simple random sampling. Data were collected using a Likert-scale questionnaire and analyzed with the Spearman Rank Correlation test using IBM SPSS Statistics. The findings indicate a strong, positive, and significant relationship between the intensity of exposure to YouTube travel content and followers' attitudes. Higher exposure intensity, reflected in viewing frequency, viewing duration, and attention to the content, is associated with more positive cognitive, affective, and conative attitudes. These findings suggest that YouTube travel content serves as an effective communication medium in shaping audience attitudes toward tourism activities.
Abstrak. Perkembangan media digital menjadikan YouTube sebagai salah satu platform yang banyak dimanfaatkan untuk memperoleh informasi, termasuk mengenai destinasi wisata. Konten traveling yang disajikan secara audiovisual berpotensi memengaruhi sikap penontonnya. Penelitian ini bertujuan untuk menganalisis hubungan antara intensitas paparan konten YouTube traveling dengan sikap followers pada penonton kanal YouTube Leonardo Edwin. Penelitian menggunakan pendekatan kuantitatif dengan metode survei korelasional. Sampel penelitian berjumlah 100 responden yang dipilih menggunakan teknik simple random sampling. Data dikumpulkan melalui penyebaran kuesioner dengan skala Likert dan dianalisis menggunakan uji korelasi Rank Spearman melalui IBM SPSS Statistics. Hasil penelitian menunjukkan bahwa terdapat hubungan yang kuat, positif, dan signifikan antara intensitas paparan konten YouTube traveling dengan sikap followers. Semakin tinggi intensitas paparan yang ditunjukkan melalui frekuensi menonton, durasi menonton, dan tingkat perhatian terhadap konten, maka semakin positif sikap followers pada aspek kognitif, afektif, dan konatif. Temuan ini menunjukkan bahwa konten YouTube traveling berperan sebagai media komunikasi yang efektif dalam membentuk sikap audiens terhadap aktivitas pariwisata.
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