| dc.description.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. | en_US |
