Konten Perjalanan Fahmi Maulana di YouTube Traveloka Indonesia dalam Membangun Loyalitas Audiens

Abstract

This research is entitled Fahmi Maulana's Travel Content on Traveloka Indonesia YouTube Channel in Building Audience Loyalty. This research aims to find out the influence of content, especially digital content, on audience loyalty. The theories used consist of New Media, Digital Communication, Content, and Audience Loyalty. This research method is quantitative correlation. The population in this study were subscribers of the Traveloka Indonesia YouTube channel, a sample of 100 people was determined through the Hair et al formula with a multiplying factor of ten times the number of indicators. Data was collected through a questionnaire distributed to 100 respondents who are subscribers to the Traveloka Indonesia YouTube channel and have watched Fahmi Maulana's content. There are two variables examined in this study, namely variable X is Fahmi Maulana's travel content on Traveloka Indonesia YouTube channel and variable Y is audience loyalty. A total of ten indicators were used in this study, six indicators for variable X and four for variable Y. Data analysis was carried out using single table analysis techniques, cross tables, and correlation hypothesis testing using the Spearman's Rho method. The results showed that there was a significant relationship between Fahmi Maulana's travel content and audience loyalty. Hypothesis testing shows that H0 is rejected, and Ha is accepted with a correlation coefficient of 0.590, which shows a significant relationship. After the determination test, it is known that Fahmi Maulana's travel content on YouTube Traveloka Indonesia has an influence of 35% on audience loyalty.