NIRMALA, OLGA (2026) PENGARUH KOMUNIKASI INTERAKTIF TERHADAP KEPUTUSAN DONASI VIEWER (Survey Terhadap Subcriber Gen-Z Akun Youtube @Ybrap Pada Program Marapthon Live Season 2 Hari Ke-58). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the effect of interactive communication on Gen Z viewers’ donation decisions in Marapthon Live Season 2 Day 58 on the YouTube channel @ybrap. Marapthon Live was selected as the research object because it presents a long-duration charity Live steaming phenomenon that involves active realtime interaction between the content creator and the audience, thereby generating intense audience engagement in digital-based donation activities. This study is grounded in Media Dependency Theory, which explains that media can exert a strong influence on audiences’ attitudes and behaviors when it becomes the primary source for fulfilling their informational, entertainment, and social affiliation needs. The research employed a quantitative method with an explanatory approach. Data were collected from 100 Gen Z respondents who are subscribers of the YouTube channel @ybrap through questionnaire distribution. The collected data were analyzed using SPSS version 25, employing validity tests, reliability tests, correlation analysis, simple linear regression, coefficient of determination, and t-tests to examine the research hypotheses. The results indicate that interactive communication has a significant effect on viewers’ donation decisions. The coefficient of determination (R²) value of 0.734 shows that interactive communication contributes 73.4% to donation decisions, while the remaining percentage is influenced by other factors outside this study. Theoretically, this study contributes to the development of digital communication studies, particularly in applying Media Dependency Theory to the context of Live steaming on social media platforms. Practically, this research is expected to serve as a reference for content creators and digital fundraising organizers in optimizing interactive communication as a strategy to enhance audience engagement and encourage sustainable donation decisions. Keywords: interactive communication, donation decision, Live steaming, Media Dependency Theory. Penelitian ini bertujuan untuk mengetahui pengaruh komunikasi interaktif terhadap keputusan donasi viewer Gen-Z pada program Marapthon Live season 2 hari ke-58 di channel YouTube @ybrap. Marapthon Live dipilih sebagai objek penelitian karena menampilkan fenomena Live steaming berdurasi panjang yang melibatkan interaksi aktif antara kreator dan audiens secara real time, sehingga menciptakan keterlibatan audiens yang intens dalam aktivitas donasi berbasis media digital. Dengan menggunakan Teori Ketergantungan Media (Media Dependency Theory) yang menjelaskan bahwa media memiliki pengaruh yang kuat terhadap sikap dan perilaku audiens ketika media tersebut menjadi sumber utama dalam memenuhi kebutuhan informasi, hiburan, dan afiliasi sosial. Penelitian ini menggunakan metode kuantitatif dengan pendekatan eksplanatif. Data diperoleh dari 100 responden Gen-Z yang merupakan subscriber channel YouTube @ybrap melalui penyebaran kuesioner. Data yang terkumpul dianalisis menggunakan SPSS versi 25 dengan uji validitas, uji reliabilitas,uji korelasi, regresi linear sederhana, koefisien determinasi, serta uji t untuk menguji hipotesis penelitian. Hasil penelitian menunjukkan bahwa komunikasi interaktif berpengaruh signifikan terhadap keputusan donasi viewer. Nilai koefisien determinasi (R 2 ) sebesar 0,734 menunjukkan bahwa komunikasi interaktif memberikan kontribusi sebesar 73,4% terhadap keputusan donasi, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian ini. Secara teoretis, penelitian ini memberikan kontribusi dalam pengembangan kajian komunikasi digital, khususnya dalam penerapan Teori Ketergantungan Media pada konteks Live steaming di media sosial. Secara praktis, penelitian ini diharapkan dapat menjadi rujukan bagi kreator konten dan penyelenggara penggalangan dana digital untuk mengoptimalkan komunikasi interaktif sebagai strategi dalam meningkatkan keterlibatan audiens dan mendorong keputusan donasi secara berkelanjutan. Kata kunci: komunikasi interaktif, keputusan donasi, Live steaming, teori ketergantungan media.
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