PENGARUH KONTEN VLOG BAIM PAULA DI YOUTUBE TERHADAP SIKAP SOSIAL PENONTON (STUDI PADA MAHASISWA ILMU KOMUNIKASI FISIP UNIVERSITAS TADULAKO)

This study aims to find out what effect Baim Paula's vlog content on YouTube has on the social attitudes of the audience (Study on Tadulako University FISIP Communication Science Students). This study uses the theory of new media. The method used in this study was an explanatory survey method, where the samples were taken, namely Communication Science Students at FISIP Tadulako University Class of 2017. Respondents in this study totaled (34) people who were selected by using the slovin formula with the data collection technique using a questionnaire. The results of the testing and analysis carried out in this study show that the variable effectiveness of Baim Paula's vlog messages (X) has a significant effect on the variables forming student social attitudes (Y) which consist of spiritual attitudes, honesty, discipline, participation, responsibility, and tolerance. This is evident from the calculation results of the simple linear regression formula with an R Square (R2) value of 0.850 or 85.0% towards the formation of social attitudes of Tadulako University FISIP students class of 2017 and it is proven from the results of the regression coefficient value (b) is 1.182 the effectiveness of vlog content messages Baim. This means that there is a positive influence between variables X and Y with a strong level of influence or a high closeness relationship. This is based on the Guilford category standard that the range between 0.70 – 0.90 has a strong influence.