Analisis proses penerimaan pesan subscribers mengenai video youtube Reza Oktovian

Novianty, Sherly (2019) Analisis proses penerimaan pesan subscribers mengenai video youtube Reza Oktovian. Masters thesis, Universitas Pelita Harapan.

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Abstract

This study examines the online game Reza Oktovian on YouTube channel from the perception of audiences or subscribers perspective with an elaboration likehood analysis model from Richard Petty and John Casioppo (1986). Are the Reza Oktovian subscribers as a whole processing and accepting Reza's message in the form of high involvement (central route) or low involvement (peripheral route). This study also wants to see differences in perceptions of acceptance seen from demographics (age, gender, education level, and monthly expenditure), and user status. Quantitative research methods, both numerical and descriptive and analytic. The technique of collecting data through survey methods, with questionnaire instruments using a 1-5 Likert scale without number 3 (doubtful). In the study consists of primary and secondary data. The research population is the subscribers for online games from Reza Oktovian, which by the end of 2017 already amounted to 2 million subscribers. Samples are 100 subscribers. The sampling technique uses incidental sampling technique. Data analysis techniques are descriptive analysis and cross tabulation. The results showed, the subscribers in the online game Reza Oktovian in the YouTube channel were more processing perceptions of the reception of Reza Oktovian's message with high involvement (central route) than with low involvement (peripheral route). There are similarities in the characteristics of the subscribers between the two reception and perceptual routes, namely both young, male, the majority of junior high school-educated high school students, and the majority of monthly expenditures belong to SES C, and they tend to continue to be interested in playing with online games Reza Oktovian. / Penelitian ini mengkaji game online Reza Oktovian dalam channel YouTube dilihat dari persepsi khalayak atau subscribers dengan analisis elaboration likehood model dari Richard Petty dan John Casioppo (1986). Apakah subscribers Reza Oktovian secara keseluruhan memproses dan menerima pesan Reza teesebut dalam bentuk keterlibatan tinggi (central route) atau keterlibatan rendah (peripheral route). Penelitian ini juga hendak melihat perbedaan persepsi penerimaan dilihat dari demografi (usia, jenis kelamin, tingkat pendidikan, dan pengeluran per bulan), dan status pengguna (user status). Metode penelitian kuantitatif, baik bersifat numerik-deskriptif maupun analitik. Teknik pengumpulan data melalui metode survei, dengan isntrumen kuesioner menggunakan skala Likert 1-5 tanpa angka 3 (ragu-ragu). Dalam penelitian terdiri atas data primer dan sekunder. Populasi penelitian adalah adalah subscribers untuk game online dari Reza Oktovian yang hingga akhir 2017 sudah berjumlah 2 juta subscribers. Sampel adalah 100 subscribers. Teknik sampling menggunakan teknik incidental sampling. Teknik analisis data adalah analisis deskriptif dan tabulasi silang (cross-tab). Hasil penelitian menunjukkan, subscribers pada game online Reza Oktovian dalam channel YouTube lebih memproses persepsi penerimaan pesan Reza Oktovian dengan keterlibatan tinggi (central route) daripada dengan keterlibatan rendah (peripheral route). Terdapat kesamaan karaktetistik subscribers antara kedua rute penerimaan dan persepsi itu, yakni sama-sama berusia muda, laki-laki, mayoritas berpendidikan SLTP-SLTA, dan pengeluaran per bulan mayoritas tergolong SES C, dan mereka mayoritas cederung terus tertarik untuk bermain game online Reza Oktovian seperti didalam video.

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