The Effect of Accessing Intensity The Brandonkent Everything Youtube Gaming Channel on Subscriber Aggressive Behavior

Abstract

Along with the development of information and communication technology in the era of the industrial revolution 4.0, the need for consuming social media for someone will increase. Youtube is a video provider application. Users can search for information, entertainment, and viewing. Youtube trends began to mushroom in Indonesia, and many channels emerged and became famous. One of the most well-known YouTubers is Brandon Kent Everything. This study aims to analyze the effect of the Intensity of accessing YouTube on aggressive behavior. Subscribers of BrandonKent Everything's YouTube gaming channel, with a total sample of 400 respondents, are the population in this study. This research applied the accidental sampling technique. Primary data were collected using a questionnaire tested for validity and reliability. The analysis utilized simple linear regression. The validity test employed confirmatory factor analysis (CFA), and the reliability test deployed Cronbach's Alpha formula using SPSS version 21 for Windows. The t-test obtained a t-count value of 20.020, a regression coefficient (b) of 0.908, and a probability (p) of 0.000. A probability (p) ≤ 0.05 implies that accessing Intensity positively and significantly affected aggressive behavior. An í µí± 2 (R Square) of 0.502 or 50.2% indicates that the accessing intensity variable affected the aggressive behavior variable by 50.2 %. The remaining 49.8% was influenced by other variables not examined in this study, such as the surrounding environment, frustration, unpleasant events, awakening, signals of aggression, and group influence. One of the factors why the Intensity of accessing BrandonKent Everything's Youtube Gaming Channel impacts aggressive behavior towards subscribers is that Brandonkent often performs acts of verbal violence such as shouting and saying rudely in its content and cursing. It is what subscribers are watching and likely to be imitated by the audience, especially in this study dominated by students aged 12-16 years, where at this age, children will actualize themselves to be recognized by their peers.