PEMAKNAAN PESAN VIDEO REVIEW MODIFIKASI KENDARAAN OTOMOTIF RODA EMPAT PADA CHANNEL YOUTUBE @GARASI ROBOH (Studi Resepsi Pada Komunitas Otomotif Diesel Quick)

The development of digital technology and social media has changed the way people access information, including automotive content on YouTube. One channel that has received attention is Garasi Roboh, which presents a video review of diesel-engined four-wheeled vehicle modifications. This study aims to understand how the Diesel Quick automotive community interprets the video content using Stuart Hall's reception analysis approach. The research method used is qualitative with in-depth interview techniques to community members who have watched and followed Garasi Roboh content. The results of this study show that audiences no longer only receive messages passively, but actively perform the decoding process based on their background experience and automotive preferences. Some informants are in a dominant reading position, agreeing with the message conveyed in the video and considering it a reference for vehicle modification. Others are in the negotiated reading position, accepting some of the messages. However, they still maintain their point of view regarding the modification style. Meanwhile, there is also an oppositional reading position, where some community members criticise the narrative in the video as being too subjective or lacking technical details. This study reinforces the theory that the meaning of messages in digital media is highly dependent on the social context and background of the audience. The findings provide insights and knowledge for automotive content creators in developing more effective communication strategies according to audience segmentation.