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All Journal Jurnal Sosial Humaniora dan Pendidikan (JUSHPEN)
Salfhaoctha Friemay Aliefia Poetry
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Pengaruh Interaktivitas Konten Terhadap Respon Audiens (Studi Live Streaming Marapthon By YB) Nadiya Fitriyani; Chairunnisa, Chairunnisa; Salsabila Firdauza; Salfhaoctha Friemay Aliefia Poetry; Rafi'i, Rafi'i; Radyta A. Burhanuddin
Jurnal Sosial Humaniora dan Pendidikan Vol. 5 No. 1 (2026): April : Jurnal Sosial Humaniora dan Pendidikan
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/jushpen.v5i1.2471

Abstract

This research examines the influence of content interactivity on audience responses in the Marapthon by YB live streaming event on YouTube. The study aims to analyze how interactive elements such as live comments, virtual gifts, likes, and Q&A sessions affect the cognitive, affective, and behavioral responses of audiences. Using a quantitative explanatory survey method with 100 respondents selected through random sampling, data were collected via online questionnaires distributed to active viewers of YB’s YouTube channel. The analysis is grounded in the Stimulus Response model and the Uses and Gratifications Theory, which emphasize audience activeness in digital media interactions. The findings indicate that content interactivity has a significant and positive effect on audience response. Among the dimensions of interactivity, real-time comments and virtual gifts have the most dominant influence in stimulating emotional involvement and active participation. This study concludes that interactivity not only strengthens audience engagement but also creates a sense of social presence and collective experience in live streaming environments. The results contribute theoretically to digital communication studies and provide practical insights for content creators and streaming platforms to enhance interactive communication strategies.
Pengaruh Digitalisasi Platform dan Kontrol Kendali Radio Prambors Terhadap Loyalitas Pendengar Irfiyah Difa Arwina; Seiza Mawar Al-Hany; Salfhaoctha Friemay Aliefia Poetry; Laili Fithriyah; Ummy Hanifah
Jurnal Sosial Humaniora dan Pendidikan Vol. 5 No. 1 (2026): April : Jurnal Sosial Humaniora dan Pendidikan
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/jushpen.v5i1.2472

Abstract

The development of digital technology encourages the radio broadcasting industry to adapt through the use of digital platforms and more controlled content management. However, in the midst of increasingly fierce media competition, listener loyalty is a challenge in itself, especially for radio that targets the youth segment such as Radio Prambors. This study aims to analyze the influence of platform digitization and content control on the loyalty of Radio Prambors listeners. The research uses a quantitative approach with an explanatory survey method. Data was collected through an online questionnaire of 100 respondents who were active listeners of Radio Prambors and users of its digital platform. The data analysis technique used multiple linear regression which was equipped with validity, reliability, correlation test, t-test, F test, and determination coefficient. The results show that platform digitization and content control have a positive relationship with listener loyalty, but the effect is relatively weak. Partially, platform digitization and content control show a positive influence on listener loyalty, with content control having a more dominant influence. Simultaneously, both variables were able to explain only a small fraction of the variation in listener loyalty, while most were influenced by other factors outside the research model. These findings show that Radio Prambors' listener loyalty is not only determined by aspects of digitization and content control, but also by the listening experience, program quality, and emotional closeness to listeners.
Co-Authors Chairunnisa Chairunnisa Irfiyah Difa Arwina Laili Fithriyah Nadiya Fitriyani Radyta A. Burhanuddin Rafi'i, Rafi'i Salsabila Firdauza Seiza Mawar Al-Hany Ummy Hanifah