Hubungan Motif dan Pemanfaatan Media Sosial Youtube untuk Memperoleh Informasi Kecantikan ( Studi pada Subscribers youtube beauty vlogger Puspita Mayangsari)
Daftar Isi:
- One of the developments in new media is the emergence of social media. YouTube is one of the developments in social media that is widely used as a medium to find the information needed, a lot of content or shows that are served via youtube, one of them is Beuty Vlogger, so many people who use youtube to use information or look for certain motifs related to beauty with a healthy lifestyle. The theory used in this research is the theory of use and gratification, which is the audience deciding which media they want and what influence they want from the media. As for utilization or motives consist of, information motives, identity motives, integration motives, entertainment motives, as well as utilization consists, utilization of information, utilization of identity, utilization of integration, utilization of entertainment. The research method is a survey with a quantitative approach, the type of research is a type of correlative research with survey research methods. This research is a study that connects or looks for cause and effect between two or more variables to be studied, from each variebal the relationship between motive and utilization variables is sought. Judging from the average value of the information motive variable of 3.92, the identity motive of 4.20, the motife integration of 3.71, the entertainment motive of 3.58, while the average value of the utilization of information is 3.95, the utilization of identity is 4.27, the use of integration is 4.35, the use of entertainment is 4.41 . from the average obtained by most of the intended high categories in using social media Puspita Mayangsari youtube. There is a correlation The correlation coefficient of 0.582 indicates that there is a positive (unidirectional) and strong relationship. This means that the higher the motives, the utilization of Puspita Mayangsari YouTube beauty vlogger subscribers is also higher, and vice versa the lower the motives, the utilization of Puspita Mayangsari YouTube beauty vlogger subscribers will be lower.