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p-Index From 2021 - 2026
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All Journal International Journal of Social, Economic, and Business
Daffa Ogya Rasendriya
Universitas Pembangunan Nasional “Veteran” Jawa Timur
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Communication Style in YouTube Content by Dr. Tirta '#SuaraTirta' and Its Relationship with Subscribers' Health Literacy Level Daffa Ogya Rasendriya; Ratih Pandu Mustikasari
International Journal of Social, Economic, and Business Vol. 3 No. 1 (2026): September 2026
Publisher : Lavish Opulent Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65688/ijseb.v3i1.189

Abstract

The massive digital transformation has shifted public information consumption patterns, with YouTube becoming one of the most widely accessed platforms in Indonesia. Health communicators such as dr. Tirta utilize distinctive communication styles in the #SuaraTirta segment to convey health information to their subscribers. This study aims to examine the relationship between dr. Tirta's communication style in YouTube content #SuaraTirta and the health literacy level of subscribers, analyzed through the Elaboration Likelihood Model (ELM) peripheral route. A quantitative descriptive approach was employed, involving 113 respondents selected through purposive sampling from subscribers of the TirtaPengPengPeng YouTube channel. Data were collected via a Likert-scale questionnaire and analyzed using the Spearman Rank correlation test. Results indicate that dr. Tirta's communication style—measured through four dimensions: Dominant, Animated, Open, and Dramatic—is perceived at a very high level (95.58% respondents). Subscribers' health literacy, measured through Functional, Interactive, and Critical dimensions, was also at a very high level (92.04% respondents). The Spearman Rank test yielded rs = 0.335 with Sig. (2-tailed) < 0.001, indicating a significant positive relationship, though with low strength. These findings are consistent with ELM theory suggesting that peripheral route persuasion tends to produce weaker attitude change compared to the central route. This study contributes to the literature on digital health communication and ELM application in Indonesia's YouTube context.
Co-Authors Ratih Pandu Mustikasari