@phdthesis{digilib73792,
           month = {August},
           title = {PENGARUH INTENSITAS MENONTON MELALUI AUDIENCE INVOLVEMENT PADA KONTEN FINANSIAL TERHADAP MINAT BERINVESTASI CRYPTOCURRENCY (SURVEI PADA SUBSCRIBER CHANNEL YOUTUBE @TIMOTHYRONALD)},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 21107030135 Farid Hamam Kaeliana},
            year = {2025},
            note = {Lukman Nusa, M.I.Kom.},
        keywords = {Intensitas Menonton, Keterlibatan Audiens, Minat Investasi Kripto},
             url = {https://digilib.uin-suka.ac.id/id/eprint/73792/},
        abstract = {The rise of digital media has fostered a growing phenomenon of financial
influencers on platforms like YouTube, who now play a significant role in shaping
public interest in volatile assets, particularly cryptocurrency. This research aimed
to analyze the influence of Viewing Intensity (X) of financial content on the
@TimothyRonald YouTube channel on Cryptocurrency Investment Interest (Y), and
to test the mediating role of Audience Involvement (Z) in that relationship. Framed
within the Uses and Effect theory, this study utilized a quantitative approach,
employing path analysis on data collected from 100 respondents. The primary
finding of this study revealed that the influence of viewing intensity on investment
interest occurred through a dual persuasion model. The effect operated not only
directly but also indirectly through audience involvement as a mediator, with both
pathways proving to have nearly equal strength. The study's conclusion affirmed
that audience involvement was a crucial mechanism in the formation of investment
interest. This indicated that for financial content to be effective, it needed to not
only be frequently watched but also had to transform passive audiences into
psychologically engaged participants to generate a significant impact.}
}