PENGARUH INTENSITAS MENONTON VIDEO AKUN YOUTUBE RIA SW TERHADAP TINGKAT LOYALITAS KONSUMEN UMKM KULINER

Abstract

This study aims to determine the effect of watching intensity on Ria SW’s YouTube channel on consumer loyalty to culinary MSME products, using the theoretical framework of Computer Mediated Communication (CMC). This research applied a quantitative survey method involving 55 respondents who are active viewers of Ria SW’s channel and have purchased culinary MSME products. The Kendall’s Tau-b test results show a significant relationship between watching intensity and consumer loyalty, with a correlation coefficient of 0.440 and a significance value of 0.000. The findings reveal that over 78% of respondents have high watching intensity, with long viewing durations and strong attention to MSME-themed content. Nearly half recommended the products to others. This indicates that authentic and informative content can effectively foster consumer loyalty.