PENGARUH INTENSITAS MENONTON TAYANGAN YOUTUBE TREASURE TERHADAP PERILAKU IMITASI PADA KOMUNITAS TREASURE MAKER BANDUNG

Lu’lu Tsamrotul Fuadah, NIM.: 22107030109 (2026) PENGARUH INTENSITAS MENONTON TAYANGAN YOUTUBE TREASURE TERHADAP PERILAKU IMITASI PADA KOMUNITAS TREASURE MAKER BANDUNG. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to determine the influence of the intensity of watching TREASURE’s Youtube shows on imitation behavior among the Treasure Maker Community in Bandung. The research employs a quantitative approach with a survey method, grounded in Albert Bandura’s Social Learning Theory. The research sample was determined using the slovin formula with a 10% error tolerance, yielding 82 respondents who completed an online structured questionnaire using a likert scale. The data analysis technique used to test the hypothesis is simple linear regression analysis, processed with SPSS software. The results of the data analysis show a significance value of 0,000, which is smaller then the established significance threshold (0,000 < 0,05). This empirical evidence proves that Ha is accepted and H0 is rejected, indicating a significant influence of the intensity of watching TREASURE’s Youtube shows on the imitation behavior within the community. Based on the coefficient of determination test, the obtained R-Square value is 0,309. This indicates that the intensity of watching variable contributes 30,9% to the imitation behavior among the Bandung Treasure Maker Community, while the remaining 69,1% is influenced by other factors outside the scope of this study.

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