PEMAKNAAN MAHASISWA TEKNIK MESIN TENTANG KONTEN #SEKUTOMOTIF CHANNEL YOUTUBE GOFAR HILMAN (Studi Resepsi Pada Mahasiswa Teknik Mesin Universitas Muhammadiyah Malang)

The development of digital media, particularly YouTube, has encouraged the emergence of automotive content that functions not only as entertainment but also as a source of technical information for audiences. One of the contents that has attracted attention is the #SEKUTOMOTIF series on Gofar Hilman’s YouTube channel, which combines entertainment and educational elements. This study aims to describe the reception of Mechanical Engineering students at the University of Muhammadiyah Malang toward the messages conveyed in the content. This research employs a qualitative approach using a reception study method based on Stuart Hall’s encoding-decoding theory, which views audiences as active participants in interpreting messages. The data were collected through in-depth interviews with four informants who have mechanical engineering backgrounds.

The results of this study indicate that the audiences tend to be in dominant and negotiated positions. The dominant position is reflected in the aspects of visualization and the use of data, which are considered capable of supporting understanding and increasing the credibility of information. Meanwhile, the negotiated position appears in aspects of technical information depth, delivery style, completeness of risk information, and the balance between entertainment and education. These findings show that audiences do not merely receive messages passively but also adjust their interpretations based on their experiences and understanding needs. Therefore, audience reception of digital content is active and influenced by individual experiences and backgrounds.