Satya, Rizqal Eka (2025) Analisis Deskriptif Kuantitatif Program Podhub Sebagai Media Hiburan Di Kalangan Gen Z Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

In the digital era, new media such as YouTube has become an important part of the lives of the younger generation, especially Generation Z. One of the programs that is quite prominent in Deddy Corbuzier's Channel "Close The Door" in the Channel is the Podhub Program. The program presents light, actual, and relevant content with a relaxed communication style, appealing to Gen Z to make it one of the main forms of entertainment. This study aims to find out how the media consumption of Gen Z in Pekanbaru City is interested in the Podhub Program. The research method used was quantitative descriptive with the distribution of questionnaires to 400 respondents using a 4-point likert scale. The variables studied were the Podhub Program with 4 dimensions: Content, Time, Interaction, and Media Accessibility. The results showed that the interest in media consumption of the Podhub Program was in the good to very good category, especially in the content dimension of 82.50% and media accessibility of 82.41%, then the interaction dimension of 81.33%. The time dimension is 80.71% which is the lowest of the other dimensions. The reliability test showed a result of 0.894>0.6, indicating that the Podhub Program is reliable. This shows that Podhub is considered relevant, accessible, and in accordance with the entertainment needs of Gen Z. This research supports the assumption of the Uses and Gratification theory that the audience plays an active role in choosing media according to their needs. The Podhub program has been successful in meeting the entertainment needs of Gen Z and has become one of the main choices in media consumption in the digital age. It is hoped that this research can make an academic contribution to the study of digital communication and provide practical recommendations for content creators and digital media managers to adapt their content to the characteristics and preferences of young audiences.

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