Institutional Repository UIN Sunan Kalijaga YogyakartaPENGARUH INTENSITAS MENGAKSES @LOMBOKPICTURE DAN NORMA SUBJEKTIF TERHADAP PERILAKU MODERASI BERAGAMA MASYARAKAT DESA NARMADA LOMBOK BARATNIM.: 24202012014Dafina FatanaauthorThe development of digital media, particularly YouTube, provides opportunities for people to access information and values related to social and religious life. In Narmada Village, which is characterized by religious diversity and dynamic social relations, digital content such as @Lombokpicture can serve as a source of information that has the potential to influence how people understand and practice religious moderation. Viewed through the lens of the Elaboration Likelihood Model (ELM), communication signals from the media are capable of being digested via the central or peripheral pathways, enabling the acquired data to shape the observers' comprehension and behavioral inclinations. Concurrently, the Theory of Reasoned Action (TRA) alongside the Theory of Planned Behavior (TPB) establish subjective norms as a primary social element linked to a person's propensity to construct intentions and execute actions. Grounded in this conceptual structure, the current research intends to investigate the impact of the intensity of accessing @Lombokpicture regarding religious moderation behavior, the consequence of subjective norms toward religious moderation behavior, as well as the concurrent impact of the two variables concerning the religious moderation behavior among the inhabitants of Narmada Village. This investigation applies a quantitative design utilizing a survey technique. The investigative sample comprised 100 participants originating from the population of Narmada Village, chosen in alignment with the predetermined inclusion parameters. Information was gathered deploying a survey instrument, whereas the analytical procedure was executed applying multiple linear regression. The findings demonstrated that the intensity of accessing @Lombokpicture generated a positive alongside substantial influence regarding religious moderation behavior, presenting a t score of 1.989 combined with a significance level of 0.049, even though its proportional input to the framework appeared comparatively lower compared to subjective norms. Subjective norms similarly delivered a positive and substantial influence toward religious moderation behavior, displaying a t score of 9.523 combined with a significance level of 0.000 (p < 0.001). Concurrently, the intensity of accessing @Lombokpicture combined with subjective norms generated a substantial influence regarding religious moderation behavior, demonstrating an F score of 63.710 alongside a significance level of 0.000 (p < 0.001). The R Square metric of 0.568 signifies that both variables collectively account for 56.8% of the fluctuation within religious moderation behavior, whereas the residual 43.2% is dictated by external elements beyond the scope of this investigative framework.302.231 Media Komunikasi, Media Massa, Media Sosial2026-10-06UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis

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