Pendekatan Uses and Gratification Pada Kecenderungan Menonton Tayangan Youtube Ruang Guru
Abstract
Abstract. Indonesia is one of the largest social media markets in the world, with a YouTube penetration rate of 88%. This has become a new phenomenon for broadcast media, including creators of educational programs and non-formal educational institutions to gain exposure and monetization of broadcasts through social media. However, the use of social media broadcasting as a medium for broadcasting content or learning programs has not been optimally utilized. This study aims to understand the factors that drive the audience's inclination to watch YouTube program content using the Uses and Gratifications theory approach. The study used a quantitative approach using primary data in the form of a Likert scale questionnaire distributed to 100 students of SMA Bhakti Idhata as YouTube social media users. Data analysis was performed using Structural Equation Modeling (SEM) using Partial Least Square (PLS). The results of this study indicate that through understanding the attitudes of students who use YouTube, Ruang Guru, it can be concluded that all variables in Uses Gratification Theory include; Content Gratification, Social Gratification, Process Gratification, and Technology Gratification are factors that influence the students viewing inclination of YouTube Ruang Guru.
Keywords : Uses and Gratification theory, Social Media Broadcasting, Youtube.
Abstrak. Indonesia merupakan salah satu pasar terbesar media sosial di dunia, dengan tingkat penetrasi YouTube mencapai 88%. Hal ini menjadi fenomena baru bagi media penyiaran termasuk bagi kreator program edukatif dan lembaga pendidikan nonformal untuk mendapatkan eksposure serta monetisasi tayangan melalui media sosial. Namun penggunaan broadcasting media sosial sebagai media penyiaran konten atau program pembelajaran belum secara optimal dimanfaatkan. Penelitian ini bertujuan untuk memahami faktor-faktor yang mendorong kecenderungan audiens untuk menonton konten program YouTube dengan menggunakan pendekatan teori Uses and Gratifications. Penelitian menggunakan pendekatan kuantitatif dengan menggunakan data primer berupa kuesioner skala Likert yang didistribusikan pada 100 siswa SMA Bhakti Idhata sebagai pengguna sosial media Youtube. Analisis data dilakukan dengan Structural Equation Modeling (SEM) menggunakan Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa melalui pemahaman sikap siswa pengguna YouTube Ruang Guru dapat disimpulkan bahwa keseluruhan variabel pada Uses Gratification Theory meliputi; Content Gratification, Social Gratification, Process Gratification, dan Technology Gratification merupakan faktor-faktor yang mempengaruhi kecenderungan siswa dalam menonton tayangan YouTube Ruang Guru.
Kata Kunci : Uses and Gratification theory, Social Media Broadcasting, Youtube.
Keywords
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DOI: http://dx.doi.org/10.29313/.v7i1.27196
