Kebutuhan dan kepuasan penonton Youtube channel Gramedia

Stephanie, Serlie (2018) Kebutuhan dan kepuasan penonton Youtube channel Gramedia. Masters thesis, Universitas Pelita Harapan.

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Abstract

One of the odor mediums that people today are interested in is YouTube. In YouTube there is a Channel owned by a person or a company. One company that utilizes YouTube Channel media is to communicate with the audience is Gramedia. Gramedia has now changed from just a regular book store to a retail store by providing all other necessities. On this change is Gramedia start using new media to communicate. This research uses quantitative approach with descriptive survey research method. The research data was collected by distributing questionnaires to the audience of YouTube Channel Gramedia. The theory used in this research is using and Gratification theory. The number of samples in this study were as many as 100 respondents selected based on purposive sampling. The results show that the greatest demand required by the audience of YouTube Channel Gramedia is surveillance (Surveillence) with a mean value of 3.82. Satisfaction gained by viewers of YouTube Channel Gramedia is found on the Diversion, with a mean value of 3.79. the needs of the viewers who are satisfied after watching YouTube Channel Gramedia is a Diversion (diversion). While the needs of an unsatisfied audience are surveillance, personal identity, and personal relantionship. Based on the results of hypothesis testing conducted by researchers using SPSS 20.0 program, shows that there is a relationship between needs and satisfaction .. Considering the value of correlation coefficient of 0.912 means strong correlation. Based on the calculation using SPSS 20.0, the value of Adjusted R Square is 0,829, which means that 82,9% variable of YouTube Channel Gramedia (Y) viewer Satisfaction can be explained by variables of viewer requirement of YouTube Channel Gramedia (X). Based on the results of simple linear regression analysis that has been done by the researcher to see the influence between the variables needs with the satisfaction of viewers of YouTube Channel Gramedia. The results showed that Y = 8,579 + 0,835X. This means that if the needs of the audience does not increase then the satisfaction remains worth 8,579. While the coefficient value X = 0.835, showed that the variable needs audience (X) positive effect on audience satisfaction. This means that any increase in variables Needs a YouTube audience of 1 unit, then the audience satisfaction will increase by 0.835. / Salah satu media baru yang diminati oleh masyarakat saat ini adalah YouTube. Dalam YouTube terdapat sebuah Channel yang dimiliki oleh seseorang ataupun sebuah perusahaan. Salah satu perusahaan yang memanfaatkan media YouTube Channel ini untuk berkomunikasi dengan penonton adalah Gramedia.Gramedia kini telah berubah dari sekedar toko buku biasa menjadi toko retail dengan menyediakan segala keperluan lain Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian survey deskriptif. Pengumpulan data penelitian dilakukan dengan menyebarkan kuisioner kepada penonton YouTube Channel Gramedia, Teori yang digunakkan dalam penelitian ini adalah teori uses and Gratification. Jumlah sampel dalam penelitian ini adalah sebanyak 100 responden yang dipilih berdasarkan sampling purposif. Hasil penelitian menunjukkan bahwa kebutuhan yang paling besar yang dibutuhkan oleh penonton YouTube Channel Gramedia adalah pengawasan (Surveillence) yaitu dengan nilai mean sebesar 3,82. Kepuasan yang diperoleh oleh penonton YouTube Channel Gramedia terdapat pada motif Pengaliham (Diversion) dengan nilai mean sebesar 3,79. Kebutuhan penonton yang terpuasakan setelah menonton YouTube Channel Gramedia adalah Pengalihan (diversion). Dengan memperhatikan nilai koefisien korelasi sebesar 0,912 berarti bersifat korelasinya kuat. Berdasarkan nilai Adjusted R Square sebesar 0,829 yang berarti bahwa sebesar 82,9% variabel Kepuasan penonton YouTube Channel Gramedia (Y) dapat dijelaskan oleh variabel Kebutuhan penonton YouTube Channel Gramedia (X). Berdasarkan hasil uji analisis regresi linear sederhana untuk melihat adanya pengaruh antara variabel kebutuhan dengan kepuasan penonton YouTube Channel Gramedia menunjukkan hasil Y = 8,579 + 0,835X. Artinya apabila Kebutuhan tidak meningkat maka kepuasan tetap bernilai 8,579. Sedangkan nilai koefisien X= 0,835, menujukkan bahwa variabel kebutuhan (X) berpengaruh positif terhadap kepuasan. Artinya setiap terjadi peningkatan variabel Kebutuhan penonton YouTube sebesar 1 satuan, maka Kepuasan penonton akan bertambah sebesar 0,835.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Stephanie, SerlieUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorEmrus, EmrusUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Uses and Gratification ; YouTube Channel ; Gramedia
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Depositing User: Users 15 not found.
Date Deposited: 04 Mar 2019 01:25
Last Modified: 04 Mar 2019 01:25
URI: http://repository.uph.edu/id/eprint/2645

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