PENGARUH TERPAAN KONTEN FOOD VLOGGER RIA SW TERHADAP MINAT KULINER STREET FOOD ANAK MUDA KOTA DENPASAR

Abstract

ABSTRACT

THE EFFECTS OF CONTENT EXPOSURE FOOD VLOGER RIA SW IN THE CULINARY INTEREST OF YOUTH STREET FOOD IN THE CITY OF DENPASAR

Youtube is the most popular video platform in the world today. There are many typesvlogger which can be found on the platformyoutube. One of which isfood vloger Indonesia has itsubscribers as many as 4.2 millionsubscribers namely Ria SW. Throughchannel youtube Ria SW, she uploads contentreview food of many types, one of which is content withviews Most of all is contentstreet food. The aim of this research is to determine the effect of content exposurefood vloger Ria SW is influenced by culinary interestsstreet food young people of Denpasar City. The method used in this research is quantitative. This research uses Dennis Mcquail's Stimulus Organism Response theory. Exposure variables are measured through indicators of frequency, duration and attention. Meanwhile, the interest variable is measured by indicators of exploratory interest, transactional interest, referential interest and referential interest. The findings from this research show results of 82% contentfood vloger Ria SW has an influence on culinary interestsstreet food young people of Denpasar City, and there is a very strong influence of 0.905. This shows that there is a change in the attitude of young people in Denpasar City in pursuing culinary interests.