ANALISIS PENGGUNAAN MEDIA YOUTUBE TERHADAP IKLAN SHOPEE PADA MASYARAKAT GEN Z DESA BELIK, KECAMATAN PRACIMANTORO, KABUPATEN WONOGIRI TAHUN 2023

Abstract

This research aims to analyze the use of YouTube media among Gen Z in Belik
Village, Pracimantoro District, Wonogiri Regency in 2022. The research design used in
writing this thesis is a type of qualitative research using Harrold Lasswell's communication
theory. The research subjects were Gen Z in Belik Village. There are two types of data used,
namely primary data and secondary data using in-depth interview data collection techniques
directly or online and related documents. The research results show that the use of YouTube
media has an impact on determining the Gen Z group in Belik Village in making decisions, in
this case the decision to shop through Shopee. The type of Shopee advertisement that is often
broadcast via YouTube is promos or discounts with the same date and month format. Most
choose this promo to buy make up and electronic equipment.
Keyword: Gen Z, Shopee Ads, YouTube Media