KEPUASAN MENONTON TAYANGAN KONTEN PODCAST DI YOUTUBE HAS CREATIVE PADA GENERASI Z SUBSCRIBERS YOUTUBE HAS CREATIVE (Survei Terhadap Generasi Z Di Jakarta Barat)

CHOIRUNISA, NIA (2025) KEPUASAN MENONTON TAYANGAN KONTEN PODCAST DI YOUTUBE HAS CREATIVE PADA GENERASI Z SUBSCRIBERS YOUTUBE HAS CREATIVE (Survei Terhadap Generasi Z Di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Digital podcast content serves not only as entertainment but also plays a role in shaping perceptions, influencing attitudes, and providing value to its audience. This study explores Generation Z’s viewing satisfaction with HAS Creative’s podcast content on YouTube, known for its casual style, inspiring guests, and relevant themes. The aim is to determine the extent to which these elements contribute to audience satisfaction. This research employs a quantitative approach using a survey method. The theoretical framework is based on the Uses and Gratifications theory, which includes four satisfaction dimensions: information, personal identity, social interaction, and entertainment. Data was collected from 376 Generation Z respondents who are subscribers of HAS Creative’s YouTube channel. The tabulation results indicate a score of 14.509, which exceeds Q2, indicating a positive attitude. Therefore, the findings show that Generation Z subscribers are generally satisfied with the Podcast Warung Kopi (PWK) content. Most respondents expressed satisfaction particularly in the entertainment and information aspects, due to the quality of entertainment, relevant information, and inspiring guests. However, interest in social interactionsuch as commenting or engaging in discussionsremains low. This study contributes to the development of more effective content strategies that can enhance audience engagement, especially among Generation Z digital media users. Keywords: Viewing Satisfaction, Generation Z, HAS Creative, YouTube Konten podcast digital tidak hanya berfungsi sebagai hiburan, tetapi juga membentuk persepsi, memengaruhi sikap, dan memberi nilai bagi audiens. Penelitian ini membahas kepuasan menonton Generasi Z terhadap tayangan podcast HAS Creative di YouTube, yang dikenal dengan gaya santai, narasumber inspiratif, dan tema yang relevan. Tujuannya adalah untuk mengetahui sejauh mana elemenelemen tersebut memberikan kepuasan bagi penontonnya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Teori yang digunakan adalah Uses and Gratifications dengan empat dimensi kepuasan (informasi, identitas pribadi, interaksi sosial, dan hiburan). Data dikumpulkan dari 376 responden Generasi Z yang merupakan subscribers YouTube HAS Creative. Hasil menunjukkan perhitungan jumlah dari tabulasi menunjukkan nilai sebesar 14.509 sehingga berada pada lebih dari Q2 yaitu sikap yang positif, sehingga penelitian ini menunjukkan Generasi Z Pada Subscribers Puas terhadap Konten PWK (Podcast Warung Kopi) mayoritas responden merasa puas terutama dari aspek hiburan dan informasi, karena menyajikan hiburan berkualitas, informasi yang relevan, serta narasumber yang inspiratif. Namun, minat terhadap interaksi sosial seperti komentar atau diskusi masih rendah. Penelitian ini memberikan kontribusi bagi pengembangan strategi konten yang lebih efektif dan dapat meningkatkan keterlibatan audiens, khususnya di kalangan Generasi Z pengguna media digital.. Kata Kunci: Kepuasan Menonton, Generasi Z, HAS Creative, YouTube

Item Type:	Thesis (S1)
Call Number CD:	FK/KD. 25 023
NIM/NIDN Creators:	44521010015
Uncontrolled Keywords:	Kepuasan Menonton, Generasi Z, HAS Creative, YouTube
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 791 Public Performances/Pertunjukan Umum > 791.4 Motion Pictures, Radio, Television/Gambar Gerak, Radio, Televisi > 791.43 Motion Pictures, Movies, Cinema/Bioskop, Movie, Film Hiburan, Sinema
Divisions:	Fakultas Ilmu Komunikasi > Komunikasi Digital
Depositing User:	khalimah
Date Deposited:	21 Jun 2025 01:42
Last Modified:	21 Jun 2025 01:42
URI:	http://repository.mercubuana.ac.id/id/eprint/95847

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