OBJEKTIVITAS REVIEW PRODUK GADGET PADA CHANNEL YOUTUBE (Analisis Isi Playlist Jagatreview Dengan Merek Samsung)

Social media YouTube has evolved into more than just an entertainment platform, but also a powerful communication medium. Various types of communication can be carried out on YouTube social media, one of which is as a communication medium for promotional and marketing activities through review content. Product review content often has a great influence on users' purchasing decisions, therefore objectivity plays an important role here. Objective and trustworthy reviewers will help the audience make wiser decisions regarding the consideration of products to be purchased. Thus, transparency, independence, and willingness to provide facts objectively are very important to use in product reviews on YouTube social media. Using R. Holsty's theory and descriptive content analysis method, this study aims to determine the frequency of the appearance of elements of objectivity in product review content on YouTube social media. The analysis was conducted by determining the categorization structure of JagatReview review content videos on the Samsung Brand playlist with the highest viewers in the period October-December 2023. There are 2 category structures used by researchers, namely the Factuality Dimension and the Impersiality Dimension. The conclusions of this content analysis show that of the 4 videos that have been determined, it indicates that objectivity in the category of the Factuality Dimension with the Relevance sub-unit has the highest percentage compared to other analysis units. Meanwhile, in the category of the Impersiality Dimension with the Balanced sub-unit, it has a fairly high percentage compared to other analysis units in the dimension. So it can be concluded that from the 4 videos that have been determined, the JagatReview channel tends to present more relevant reviews that are related to the interests of many people (significance).

Malang, June 27, 2024 Approve
Researcher, Supervisor,

Merza Wahyu Islami Nasrullah, S.Sos.,M.Si