Persepsi Generasi Z pada Konten Review Film Home Sweet Loan di TikTok (Kasus : Followers Akun TikTok @ngelantur_id)

Abstract

Perkembangan media sosial, khususnya TikTok menjadi sarana efektif dalam penyampaian pesan yang berbentuk konten. Salah satunya adalah akun @ngelantur_id, yang aktif dalam memproduksi konten review film salah satunya konten review film Home Sweet Loan, yang berkaitan dengan realita kehidupan Generasi Z. Penelitian ini bertujuan untuk mengetahui proses persepsi Generasi Z terhadap konten review film Home Sweet Loan dan elemen-elemen komunikasi dalam konten review film Home Sweet Loan berdasarkan pemaknaan audiens. Penelitian ini menggunakan pendekatan kualitatif metode deskriptif dengan teknik pengumpulan data melalui observasi dan wawancara mendalam terhadap lima informan. Hasil penelitian menyatakan bahwa proses persepsi informan dianalisis melalui tahapan seleksi, interpretasi, dan reaksi yang menghasilkan tindakan nyata seperti memberi like, komentar, hingga keputusan menonton film sedangkan elemen-elemen komunikasi oleh akun @ngelantur_id dengan menggunakan lima elemen komunikasi Who, Says What” (siapa, berkata apa), “In Which Channel” (melalui saluran apa), “To Whom” (untuk siapa) “With What Effect?”(apa akibatnya), penyampaian pesan yang dilakukan oleh akun @ngelantur_id dalam konten review film Home Sweet Loan saling berhubungan dan mendukung satu sama untuk mencapai komunikasi yang efektif.

The development of social media, especially TikTok, has become an effective means of delivering messages in the form of content. One of them is the @ngelantur_id account, which is active in producing film review content, one of which is the Home Sweet Loan film zeview content, which is related to the reality of Generation Z's life. This study aims to determine the perception process of Generation Z towards the Home Sweet Loan film review content and communication elements in the Home Sweet Loan film review content based on the audience's meaning. This study uses a qualitative descriptive method approach with data collection techniques through observation and in-depth interviews with five informants. The results of the study state that the informant's perception process is analyzed through the stages of selection, interpretation, and reaction that result in real actions such as giving likes, comments, to the decision to watch the film while the communication elements by the @ngelantur_id account use five communication elements Who, Says What (who, says what), "In Which Channel" (through what channel), "To Whom" (for whom) "With What Effect?" (what is the result), the delivery of messages carried out by the @ngelantur_id account in the Home Sweet Loan film review content are interconnected and support each other to achieve effective communication.