PENGARUH STORYTELLING, KUALITAS KONTEN, FREKUENSI UNGGAHAN TERHADAP KEPUASAN PENONTON YOUTUBE HIROTADA RADIFAN
DOI:
https://doi.org/10.51977/h840sr31Keywords:
Storytelling, Kualitas Konten, Frekuensi Unggahan, Kepuasan PenontonAbstract
The increasing competition for content on YouTube requires creators to present content that can satisfy viewers. This study aims to analyze the effects of storytelling, content quality, and upload frequency on viewer satisfaction on the Hirotada Radifan YouTube channel. The study employed an explanatory quantitative approach using primary data from 100 respondents selected through purposive sampling. The respondents were viewers aged at least 17 years who watched Hirotada Radifan’s content at least three times a month. Data were analyzed using multiple linear regression with SPSS. The results show that storytelling, content quality, and upload frequency simultaneously and partially have a significant effect on viewer satisfaction. Storytelling was the most dominant factor, with a contribution of 24.08%. The Adjusted R Square value of 0.548 indicates that 54.8% of viewer satisfaction can be explained by the three variables. The average scores for storytelling, content quality, upload frequency, and viewer satisfaction were 4.14, 3.89, 3.84, and 3.99, respectively, all categorized as good. The instrument test results showed that all items were valid and the variables were reliable, while the classical assumption tests indicated that the model met the requirements for analysis.
Meningkatnya persaingan konten YouTube menuntut kreator menyajikan konten yang mampu memberikan kepuasan kepada penonton. Penelitian ini bertujuan menganalisis pengaruh storytelling, kualitas konten, dan frekuensi unggahan terhadap kepuasan penonton pada kanal YouTube Hirotada Radifan. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan data primer dari 100 responden yang dipilih melalui purposive sampling. Responden merupakan penonton berusia minimal 17 tahun yang menonton konten Hirotada Radifan minimal tiga kali dalam satu bulan. Analisis data menggunakan regresi linear berganda dengan program SPSS. Hasil penelitian menunjukkan storytelling, kualitas konten, dan frekuensi unggahan secara simultan maupun parsial berpengaruh signifikan terhadap kepuasan penonton. Storytelling menjadi faktor paling dominan dengan kontribusi 24,08%. Nilai Adjusted R Square sebesar 0,548 menunjukkan bahwa 54,8% kepuasan penonton dapat dijelaskan oleh ketiga variabel tersebut. Rata-rata storytelling sebesar 4,14, kualitas konten 3,89, frekuensi unggahan 3,84, dan kepuasan penonton 3,99, seluruhnya berada pada kategori baik. Hasil uji instrumen menunjukkan seluruh item valid dan variabel reliabel, sedangkan uji asumsi klasik menunjukkan model memenuhi persyaratan analisis.
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