PENGARUH TERPAAN KONTEN INSTAGRAM @raditya_dika TERHADAP KEPUTUSAN MENONTON PODCAST RADITYA DIKA DI YOUTUBE (Survei Pada Followers Gen Z Di Instagram @raditya_dika)

Daffarell Sakha Saputra, . (2026) PENGARUH TERPAAN KONTEN INSTAGRAM @raditya_dika TERHADAP KEPUTUSAN MENONTON PODCAST RADITYA DIKA DI YOUTUBE (Survei Pada Followers Gen Z Di Instagram @raditya_dika). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Content creators are increasingly using Instagram as a cross-platform promotional tool to direct audiences to long-form content on Youtube. This study aims to determine the extent to which exposure to @raditya_dika’s Instagram content influences Generation Z followers’ decisions to watch Raditya Dika’s podcasts on Youtube. This study employs an explanatory quantitative approach using a survey method based on the Uses and Effects theory. Data were collected via a questionnaire administered to 100 respondents selected using purposive sampling and analyzed using simple linear regression. The results indicate that exposure to @raditya_dika’s Instagram content has a significant effect on the decision to watch, with a significance level of <0.001 and a coefficient of determination of 0.463. This value indicates that the content exposure variable explains 46.3% of the variation in the decision to watch, thus supporting the research hypothesis (H1). These findings confirm that content exposure through the dimensions of frequency, duration, and attention encourages Gen Z followers to make the decision to watch the entire podcast on Youtube, while also reinforcing the relevance of the Uses and Effects theory to the audience’s media consumption behavior.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210411300] [Pembimbing: Aan Setiadarma] [Penguji 1: Damayanti] [Penguji 2: Zayyin Abdul Quddus]
Uncontrolled Keywords: Content Exposure, Instagram, Viewing Decision, Podcast, Generation Z
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: DAFFARELL SAKHA SAPUTRA
Date Deposited: 04 Sep 2026 03:24
Last Modified: 04 Sep 2026 03:24
URI: http://repository.upnvj.ac.id/id/eprint/54189

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