PENGARUH TERPAAN KONTEN VIDEO INSPIRATIF TERHADAP KEPUTUSAN BERWIRAUSAHA (Survei Pada Followers Instagram @pecahtelur.id)

Social media has become an important tool for disseminating information and shaping public attitudes in the digital era. YouTube is utilized as a platform for presenting inspirational video content, one example being through the PecahTelur account, which features stories of entrepreneurs. In addition to YouTube, Instagram is used as a content distribution medium to expand audience reach. This study focuses on the influence of exposure to PecahTelur's inspirational video content on the entrepreneurial decisions of Instagram followers @Pecahtelur.id. The primary theory used in this study is Media Exposure Theory, which encompasses frequency, attention, and duration of media content consumption. It is supported by the AIDA (Attention, Interest, Desire, Action) model to examine the stages of message influence on entrepreneurial decisions. The research method used is a quantitative approach through a survey using convenience sampling. Data analysis includes classical assumption test, correlation analysis (Pearson Product Moment), simple linear regression, and hypothesis testing using the T test. The results of the study show that there is an influence of the content of the PecahTelur inspirational video on entrepreneurial decisions as proven by the T test with a calculated t value > t table with a significance level of 0.05, namely 12.904 > 1.984, while the greatest influence is at the attention stage with a percentage of positive responses of 90.5%.