PENGARUH KONTEN YOUTUBE TERHADAP PENGETAHUAN KELESTARIAN FLORA FAUNA (Analisis Regresi Linear Sederhana pada Subscribers Konten YouTube deHakims Aviary dan Audrey A)

Azmi Al Fawaz, NIM.: 19107030114 (2023) PENGARUH KONTEN YOUTUBE TERHADAP PENGETAHUAN KELESTARIAN FLORA FAUNA (Analisis Regresi Linear Sederhana pada Subscribers Konten YouTube deHakims Aviary dan Audrey A). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The growth of the internet has certainly had a positive impact on the advancement of communication technology. One indicator of the progress of information is social media applications and information provider applications which in recent years have been used by citizens. Youtube is an application that is experiencing rapid development amid current technological advances. Youtube is not only a bridge for the community in receiving information, but also a source of employment for the community by becoming a content creator, of course with diverse content. In this study, researchers are interested in finding out the positive impact on knowledge about flora and fauna from two YouTube content channels, namely deHakims Aviary and Audrey A. This study uses cultivation theory as the main theory which states that "the media is considered to have a significant influence on the attitudes and behavior of its audience". The sampling method used simple random sampling with a research sample of 104 respondents from deHakims Aviary subscribers and 104 respondents from Audrey A subscribers. The analysis used is a simple regression test with the help of the SPSS data analysis tool, 25. The results of this study indicate that, the regression coefficient value of Audrey A content of 0.439 is same with deHakims content which has a regression coefficient value of 0.435 with a difference of 0.004 numbers, where Audrey A content is same influential in increasing public knowledge about flora and fauna with deHakims Aviary content.

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