PENGARUH KONTEN TAYANGAN VIDEO YOUTUBE FIERSA BESARI TERHADAP AKSI MENDAKI GUNUNG (Survey Pada Mahasiswa/i Anggota Divisi Pecinta Alam (DIMPA) Universitas Muhammadiyah Malang Periode 2023 - 2024)

The advancement of technology today is rapidly progressing with the emergence of new media, such as social media, which has become a primary need for its users. One such platform is YouTube, a social media outlet that has arisen due to technological advancements and the increasing demand for digital communication and information. YouTube provides the digital community with the ease of uploading, watching, and sharing videos, allowing users to create their own personal channels. This research focuses on the influence of YouTube content. The aim of this study is to determine how the YouTube content accessed by the audience impacts their actions, specifically in mountain climbing.

The main theory used in this research is Media Exposure Theory, which examines the amount of information obtained through media, including the frequency, attention, and duration of use for each type of media. Additionally, the AIDA (Attention, Interest, Desire, Action) model theory is employed as a communication strategy aimed at attracting attention, arousing interest, stimulating desire, and encouraging action to do something. The research methodology uses a quantitative approach. The sampling technique is Total Sampling, and the data is analyzed using correlation coefficient analysis, coefficient of determination, and simple regression analysis. Hypothesis testing is conducted using the T-Test.

The results of the research indicate that there is an influence of YouTube video content from @FiersaBesari on the action of mountain climbing, as proven by the T-Test with a t-value greater than the t-table value at a significance level of 0.05, namely 6.346 > 2.048. The influence is significant, with an effect size of 57%, which is considered strong in influencing the action of mountain climbing.