PENGARUH INTENSITAS MENONTON MELALUI AUDIENCE INVOLVEMENT PADA KONTEN FINANSIAL TERHADAP MINAT BERINVESTASI CRYPTOCURRENCY (SURVEI PADA SUBSCRIBER CHANNEL YOUTUBE @TIMOTHYRONALD)

Farid Hamam Kaeliana, NIM.: 21107030135 (2025) PENGARUH INTENSITAS MENONTON MELALUI AUDIENCE INVOLVEMENT PADA KONTEN FINANSIAL TERHADAP MINAT BERINVESTASI CRYPTOCURRENCY (SURVEI PADA SUBSCRIBER CHANNEL YOUTUBE @TIMOTHYRONALD). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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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.

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