Hubungan Frekuensi Tayangan Ulang Pertandingan Sepak Bola di Youtube Dengan Tingkat Kepuasan Penonton di Kalangan Mahasiswa Tangerang

Abstract

This study focuses on the relationship between the frequency of football match replays on YouTube and viewer satisfaction among students in Tangerang. The phenomenon of increased accessibility to replays through digital platforms has brought significant changes to the viewing experience, especially for the younger generation who are digitally active. A quantitative approach with descriptive and correlational methods was employed, involving 70 students as respondents. Data were collected through an online questionnaire covering demographic information, viewing frequency, and satisfaction levels using a Likert scale. The analysis results show that the frequency of replays has a significant positive correlation with viewer satisfaction, with video quality, content relevance, and ease of access being the main factors influencing the viewing experience. Respondents who frequently watched full replays reported the highest satisfaction levels compared to those who more often viewed highlights or analyses. These findings support the Uses and Gratifications theory, which states that individuals use media to fulfill their needs for information, entertainment, and social connections. Theoretical implications for digital media consumption literature and practical suggestions for content providers to enhance the quality and personalization of replays are also presented. With YouTube's growing popularity as an entertainment platform, innovation and interactivity are key to enriching the viewer experience. This research aims to analyze the relationship between the frequency of football match replays on YouTube and viewer satisfaction among students in Tangerang. The phenomenon of increased accessibility to replays through digital platforms has significantly impacted the viewing experience, particularly among the digitally active younger generation. This study employs a quantitative approach with descriptive and correlational methods, involving 70 students as respondents. Data were collected through an online questionnaire covering demographic information, viewing frequency, and satisfaction levels using a Likert scale.