PENGARUH TERPAAN GIMMICK LIVE STREAMING WINDAH BASUDARA TERHADAP PERILAKU IMITASI SUBSCIBER: Survei pada Subscriber Kanal YouTube Windah Basudara

Chaesya Amirah Ashil, . (2025) PENGARUH TERPAAN GIMMICK LIVE STREAMING WINDAH BASUDARA TERHADAP PERILAKU IMITASI SUBSCIBER: Survei pada Subscriber Kanal YouTube Windah Basudara. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The use of gimmicks as a content strategy by Windah Basudara in his live streams, which initially served merely as entertainment, now has the potential to influence viewer behavior. This study aims to determine whether there is an influence of Windah Basudara's live stream gimmicks (X) on subscriber imitation behavior (Y) based on Albert Bandura's Social Learning Theory. The research method used is quantitative with an explanatory approach. The study was conducted by distributing an online questionnaire via Google Forms to 100 respondents who are subscribers of Windah Basudara's YouTube channel and have watched his live streams. The sample size was calculated using the Slovin formula and selected using purposive sampling. The results of the study indicate that exposure to Windah Basudara's live streaming gimmicks influences subscriber imitation behavior by 53%, while the remaining 47% is influenced by other factors not examined in this study.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411042] [Pembimbing: Putrawan Yuliandri] [Penguji 1: Kusumajanti] [Penguji 2: Vina Mahdalena]
Uncontrolled Keywords: Gimmicks, Imitative Behavior, Exposure to Media, YouTube Live Streaming, Windah Basudara.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: CHAESYA AMIRAH ASHIL
Date Deposited: 06 Aug 2025 07:36
Last Modified: 06 Aug 2025 07:36
URI: http://repository.upnvj.ac.id/id/eprint/39003

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