ANALYSIS OF PERSUASIVE COMMUNICATION ON THE YOUTUBE CHANNEL "KEMBAR MUSIC DIGITAL" TO ATTRACT GENERATION Z VIEWERS TO CAMPURSARI MUSIC

Abstract

ABSTRACT
The interest of Generation Z viewers in Campursari music on the Kembar Music Digital
YouTube channel is examined through persuasive communication techniques, linked to the
number of viewers, likes, subscribers, and comments, which are predominantly contributed by
Generation Z. This can be observed from the profile of viewers' accounts on each post on the
Kembar Music Digital YouTube channel. This study was conducted to analyze persuasive
communication in attracting the interest of Generation Z viewers. The theory applied in this
research is Efendy's persuasive communication theory. This research is descriptive in nature
with a qualitative method. The results show that Generation Z's interest in Campursari music
on the Kembar Music Digital YouTube channel is influenced by music arrangement, song
selection, singer choice, and video quality in each post. This is supported by interviews with
informants, who are subscribers and viewers of Kembar Music Digital, confirmed to be
interested in Campursari music on the channel and considered reliable as data sources for the
research.
Keywords: Kembar Music Digital, Persuasive Communication, Generation Z Viewers Interest