SHOBIROH, DIRGARINA (2025) PENGARUH KONTEN YOUTUBER WINDAH BASUDARA DI INSTAGRAM TERHADAP GAYA KOMUNIKASI TERTULIS PENGGEMARNYA DI MEDIA SOSIAL. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Platforms like YouTube support content creators such as Windah Basudara, influencing communication styles and fostering relationships with their fans. This study aims to measure and explain the impact of YouTuber Windah Basudara's content on Instagram on fans' written communication styles on social media. The research focuses on two variables: YouTuber content (variable x) and written communication style (variable y). A quantitative approach was used in this research through a survey method. The theory applied is new media theory. The sampling technique used was accidental sampling, with the research population consisting of Instagram followers of @windahbasudara. The sample size was 400 people, calculated using the Slovin formula. Data analysis was performed using SPSS with correlation and regression tests. The results of this study are the influence of YouTuber Windah Basudara's Content on Instagram by 56.4% on Written Communication Style, while the remaining value of 43.6% is the influence of online communities, social media, and other influencers that influence Written Communication Style. This study concludes that respondents who work as students/college students experience changes in written communication style, as evidenced by the closeness of YouTuber Windah Basudara with his fans on Instagram towards written communication style. Keywords: YouTuber Content, Windah Basudara, Written Communication Style, New Media, Social Media Content. Platform seperti YouTube mendukung pembuat konten seperti Windah Basudara, memengaruhi gaya komunikasi dan membangun hubungan dengan penggemarnya. Penelitian ini bertujuan untuk mengukur dan menjelaskan pengaruh konten YouTuber Windah Basudara di Instagram terhadap gaya komunikasi tertulis penggemarnya di media sosial. Fokus peneliti pada dua variabel yaitu konten YouTuber (variabel x) dan gaya komunikasi tertulis (variabel y). Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan metode survei. Teori yang digunakan adalah new media. Pengambilan sampel menggunakan accidental sampling. Populasi penelitian terdiri dari follower Instagram @windahbasudara dengan jumlah sampel sebanyak 400 orang yang dihitung menggunakan rumus Slovin. Hasil data diolah menggunakan SPSS melalui uji korelasi dan uji regresi. Hasil penelitian ini adalah adanya pengaruh Konten YouTuber Windah Basudara di Instagram sebesar 56,4% terhadap Gaya Komunikasi Tertulis, dimana sisa dari nilai tersebut yaitu sebesar 43,6% merupakan pengaruh komunitas online, media sosial, dan influencer lain yang memengaruhi Gaya Komunikasi Tertulis. Penelitian ini menyimpulkan responden yang berprofesi sebagai pelajar/mahasiswa mengalami perubahan gaya komunikasi tertulis, terbukti dengan kedekatan YouTuber Windah Basudara dengan penggemarnya di Instagram terhadap gaya komunikasi tertulis. Kata Kunci: Konten YouTuber, Windah Basudara, Gaya Komunikasi Tertulis, Media Baru, Konten Media Sosial.
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