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AZHRA FATIMAH AGMAWATI Pengarang Rezzi Nanda Barizki S.I.Kom.,M.M Dosen Pembimbing 1 Misnan, S.S.,M.I.Kom Ketua Penguji/Penguji 1 Iswahyu Pranawukir, S.Sn., M.I.Kom Anggota 2/Penguji 3 Dr.Hiswanti, S.Sos., M.I.Kom. Anggota 1/Penguji 2

In the digital era, social media such as YouTube has become a strategic platform for Public Relations (PR) to deliver messages and build audience engagement. However, challenges arise when viewing interest is inconsistent, as seen in the Rukun Indonesia YouTube channel which has experienced a decline in viewers. This condition highlights the need for more effective PR communication strategies to maintain and increase audience engagement. This research is a quantitative research with a survey approach. The objectives of this study are to: (1) measure the influence of effective Public Relations communication on the interest in watching Rukun Indonesia YouTube content, and (2) to identify the indicators of effective PR communication that contribute to changes in viewing interest. The research method used is a survey with a sample of 100 respondents who know and follow the Rukun Indonesia YouTube account. The independent variable in this study is Effective Communication (X), while the dependent variable is Viewing Interest (Y). Data were collected through a questionnaire. The analysis was carried out using simple linear regression using SPSS version 25. The results of the simple linear regression analysis show that the effective communication variable (X) has a coefficient value of 0.916 with a significant value of 0.000, and a calculated t value of 30.787. A significant value that is much smaller than 0.05, which can be concluded if effective public relations communication has a significant effect on viewing interest (Y). Based on the high R value of 0.952, it indicates that the effective communication variable makes a very large contribution to the audience's viewing interest. This shows that the communication factor has a dominant role in building audience loyalty and interest in digital media, especially in this study, YouTube. In addition to R, the R square value can also be seen, which is 0.906, which indicates that 90.6% of the influence of effective public relations communication on the demand to watch. So it can be concluded that if the Public Relations of Rukun Indonesia increasingly carries out effective communication through clear delivery, interesting language style, responsive interaction, and appropriate use of digital media, the interest in watching Rukun Indonesia YouTube content will also increase