RAMADHAN, ADRIANO (2026) PENGARUH LIVE STREAMING YOUTUBE CHARITY WINDAH BASUDARA TERHADAP SIKAP DERMAWAN MAHASISWA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the influence of charity live streaming conducted by Windah Basudara on the charitable attitudes of students of the Faculty of Communication Sciences, Universitas Mercu Buana, class of 2022. The growth of fundraising activities through YouTube highlights the role of digital media as a persuasive communication tool capable of shaping prosocial behavior. This research employed a quantitative survey method involving 100 respondents selected from a population of 436 students using simple random sampling. The independent variable was charity live streaming, while the dependent variable was students’ charitable attitudes. Data were analyzed using simple linear regression, correlation analysis, t-test, and coefficient of determination. The findings indicate that all instruments were valid and reliable. The regression test showed a significance value of 0.000 (<0.05), confirming a positive and significant influence of charity live streaming on students’ charitable attitudes. The correlation results revealed a strong relationship between the variables, and the coefficient of determination demonstrated a substantial contribution of the independent variable to the dependent variable. Keywords: Live streaming, YouTube, Windah Basudara, charitable attitude. Penelitian ini bertujuan untuk menganalisis pengaruh live streaming charity yang dilakukan oleh Windah Basudara terhadap sikap dermawan mahasiswa Fakultas Ilmu Komunikasi Universitas Mercu Buana angkatan 2022. Meningkatnya aktivitas penggalangan dana melalui platform YouTube menunjukkan bahwa media digital berfungsi sebagai sarana komunikasi persuasif yang mampu membentuk perilaku prososial. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden dari populasi 436 mahasiswa yang dipilih melalui teknik simple random sampling. Variabel independen adalah live streaming charity, sedangkan variabel dependen adalah sikap dermawan mahasiswa. Analisis data menggunakan uji regresi linear sederhana, uji korelasi, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa instrumen penelitian valid dan reliabel. Uji regresi menghasilkan nilai signifikansi 0,000 (<0,05) yang menunjukkan adanya pengaruh positif dan signifikan antara live streaming charity dan sikap dermawan mahasiswa. Hasil korelasi menunjukkan hubungan yang kuat, serta koefisien determinasi menunjukkan kontribusi yang signifikan dari variabel independen terhadap variabel dependen. Kata Kunci: Live streaming, YouTube, Windah Basudara, sikap dermawan.
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