Motivasi Audiens dalam Menonton Review Otomotif Channel Youtube OtoDriver

Christian, Randy (2023) Motivasi Audiens dalam Menonton Review Otomotif Channel Youtube OtoDriver. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dengan berkembangnya teknologi, masyarakat semakin memilih cara yang praktis dalam memperoleh informasi yaitu melalui sarana internet atau media sosial guna bisa mendapatkan informasi berupa audio dan visual. Media sosial yang paling di nikmati oleh subscriber adalah YouTube. Salah satu YouTube yang dapat dinikmati adalah channel Otodriver, dimana merupakan portal berita di internet khusus membahas mengenai dunia otomotif. Penelitian ini bertujuan untuk mengetahui motivasi dari audiens di dalam menonton review otomotif channel YouTube Otodriver. Teori yang digunakan dalam penelitian ini diantaranya hypodermic needle dan uses & gratifications. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian kualitatif. Hasil dari penelitian ini menunjukkan bahwa motivasi utama audiens dalam menonton review otomotif adalah mencari informasi yang berhubungan dengan dunia otomotif demi memenuhi kebutuhan informasi mereka dan juga hal yang mendukung mereka mengunjungi dan menonton review dari Otodriver karena sosok Fitra Eri yang merupakan icon dari channel tersebut karena di nilai memiliki kemampuan mengkemas informasi dengan menarik. / With the development of technology, people are increasingly choosing practical ways of obtaining information, namely through the internet or social media which can get information in the form of audio and visual. One of the social media that subscribers enjoy the most is YouTube. One of YouTube channels that can be enjoyed is the Otodriver channel which is a news portal on the internet specifically discussing the automotive world. This study aims to determine the motivation of the audience in watching automotive reviews on the Otodriver Youtube channel. Theories used in this research include hypodermic needle and uses & gratifications. The type of research used in this research is qualitative research. The results of the study show that the main motivation of the audience in watching automotive reviews is to seek information related to the automotive world in order to meet their information needs and also things that support them visiting and watching reviews from Otodriver because of the figure of Fitra Eri who is the icon of the channel because Fitria Eri is believed to be able to present information in an interesting way to package information in an interesting way.

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