FIRDAUSSIA, SELSA BILLA (2026) PENGARUH KOMPETENSI KOMUNIKASI WINDAH BASUDARA PADA PLATFORM YOUTUBE TERHADAP KREATIVITAS GEN Z ( Survei pada Generasi Z Subscriber Windah Basudara ). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (652kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (288kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (152kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (227kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (567kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (124kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (131kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (407kB) |
Abstract
The development of digital media has made content creators one of the sources of information, entertainment, and inspiration for society, particularly Generation Z. One content creator known for having good communication competence is Windah Basudara. His ability to deliver messages in an informative, interactive, and entertaining manner is presumed to influence the creativity of his audience. This study aims to determine the effect of Windah Basudara's communication competence on the creativity of Generation Z. This study uses the Stimulus-Organism-Response (S-O-R) theory as the grand theory to explain the relationship between Windah Basudara's communication competence and the creativity of Generation Z. Communication competence is positioned as the stimulus received by Generation Z as the organism, which then produces a response in the form of creativity. The concept of communication competence refers to Littlejohn, particularly the cognitive ability dimension, which includes verbal context, relational context, and environmental context. Meanwhile, the creativity of Generation Z is assessed through the ability to generate ideas, develop various alternatives, produce original ideas, and elaborate ideas in detail. This study employs a quantitative approach with a positivistic paradigm and survey method. The sampling technique used is non-probability sampling with purposive sampling. The sample consisted of 100 respondents who were Generation Z subscribers of Windah Basudara's YouTube channel, had watched or frequently watched Windah Basudara's content, and were aged 18–29 years. Data were collected through an online questionnaire using Google Forms. The research instrument was tested for validity and reliability, while the data analysis techniques included correlation analysis, simple linear regression, coefficient of determination, and hypothesis testing. The results show that Windah Basudara's communication competence has a positive and significant effect on the creativity of Generation Z. The coefficient of determination (R²) of 0.365 indicates that Windah Basudara's communication competence contributes 36.5% to the creativity of Generation Z. The hypothesis test results show that the t value of 7.500 is greater than the t table value of 1.660, with a significance value of 0.000 < 0.05. Therefore, H₁ is accepted and H₀ is rejected. Thus, it can be concluded that Windah Basudara's communication competence has a positive and significant effect on the creativity of Generation Z. Keywords: Communication competence, creativity, Generation Z, Windah Basudara. Perkembangan media digital sudah menjadikan content creator sebagai salah satu sumber informasi, hiburan, dan inspirasi bagi masyarakat, khususnya Generasi Z. Salah satu content creator yang dikenal memiliki kompetensi komunikasi yang baik adalah Windah Basudara. Kemampuan dalam menyampaikan pesan secara informatif, interaktif, dan menghibur diduga dapat memengaruhi kreativitas audiensnya. Penelitian ini bertujuan untuk mengetahui pengaruh kompetensi komunikasi Windah Basudara terhadap kreativitas Generasi Z. Penelitian ini menggunakan teori Stimulus-Organism-Response (S-O-R) sebagai grand theory untuk menjelaskan hubungan antara kompetensi komunikasi Windah Basudara dengan kreativitas Generasi Z. Kompetensi komunikasi ditempatkan sebagai stimulus yang diterima oleh Generasi Z sebagai organism dan kemudian menghasilkan response berupa kreativitas. Konsep kompetensi komunikasi mengacu pada Littlejohn, khususnya dimensi kemampuan kognitif yang meliputi konteks verbal, konteks relasi, dan konteks lingkungan. Sementara itu, kreativitas Generasi Z dilihat melalui kemampuan menghasilkan gagasan, mengembangkan berbagai alternatif, menghasilkan gagasan orisinal, serta menguraikan gagasan secara rinci. Penelitian ini menggunakan pendekatan kuantitatif dengan paradigma positivistik dan metode survei. Teknik pengambilan sampel menggunakan nonprobability sampling dengan teknik purposive sampling. Sampel penelitian berjumlah 100 responden yang merupakan Generasi Z subscriber YouTube Windah Basudara, pernah atau sering menonton konten Windah Basudara, serta berada di rentang usia 18–29 tahun. Data dikumpulkan melalui kuesioner daring menggunakan Google Forms. Instrumen penelitian diuji melalui uji validitas dan reliabilitas, sedangkan teknik analisis data meliputi uji korelasi, regresi linear sederhana, koefisien determinasi, dan uji hipotesis. Hasil penelitian menunjukkan bahwa kompetensi komunikasi Windah Basudara berpengaruh positif dan signifikan terhadap kreativitas Generasi Z. Nilai koefisien determinasi (R²) sebesar 0,365 menunjukkan bahwa kompetensi komunikasi Windah Basudara memberikan kontribusi sebesar 36,5% terhadap kreativitas Generasi Z. Hasil uji hipotesis menunjukkan bahwa nilai t hitung sebesar 7,500 lebih besar daripada t tabel sebesar 1,660 dengan nilai signifikansi 0,000 < 0,05, sehingga H₁ diterima dan H₀ ditolak. Dengan demikian, dapat disimpulkan bahwa kompetensi komunikasi Windah Basudara memiliki pengaruh positif dan signifikan terhadap kreativitas Generasi Z. Kata Kunci: Kompetensi komunikasi, kreativitas, Generasi Z, Windah Basudara.
Actions (login required)
 |
View Item |
