Rahma Audy Faradisa Nugraha, - and Deni Darmawan, - and Erwin Kustiman, - (2025) PENGARUH TAYANGAN BERITA DENGAN PRESENTER ARTIFICIAL INTELLIGENCE DAN PRESENTER MANUSIA TERHADAP DAYA INGAT DAN MINAT MENONTON: Studi Kuasi Eksperimen pada Mahasiswa Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini dilatarbelakangi oleh pesatnya perkembangan teknologi khususnya Artificial Intelligence (AI) atau kecerdasan buatan. Kehadiran AI mengandung pro dan kontra khusunya di bidang industri media seperti munculnya presenter berita AI yang memunculkan berbagai respons dalam masyarakat. Selain dinilai inovatif, praktis dan kreatif namun AI juga menimbulkan kekhawatiran dan dianggap ancaman dalam menggantikan pekerjaan manusia. Oleh karena itu, penelitian ini bertujuan untuk mengetahui bagaimana tayangan berita dengan presenter AI terhadap daya ingat dan minat menonton dengan membandingkannya dengan tayangan berita dengan presenter manusia. Dengan tayangan berita presenter AI (X1) dan presenter manusia (X2), serta daya ingat (Y1) dan minat menonton (Y2). Penelitian ini menggunakan pendekatan kuantitatif dan studi kuasi eksperimen. Subjek penelitian terdiri terdiri dari 128 mahasiswa Kota Bandung yang dibagi menjadi dua kelompok yakni kelompok eksperimen (tayangan berita presenter AI) dan kelompok kontrol (tayangan berita presenter manusia). Teori utama penelitian ini adalah teori S-O-R (Stimulus-Organism Responses) dari Mehrabian & Russel (1974), menjelaskan bahwa sebuah stimulus dapat mempengaruhi organisme dan menciptakan respons (daya ingat dan minat menonton). Hasil uji wilcoxon menunjukkan bahwa terdapat pengaruh dari tayangan berita dengan presenter AI dan presenter manusia terhadap daya ingat dan minat menonton. Menurut uji mann-whitney, tidak terdapat perbedaan yang signifikan antara skor daya ingat antara kedua kelompok, sedangkan untuk skor minat menonton terdapat perbedaan yang signifikan antara kedua kelompok. Adapun temuan penelitian bahwa presenter AI unggul dari segi visual, kecepatan, ketepatan, kreatif dan inovatif, namun belum memiliki faktor afeksi yang dapat membangun koneksi seperti presenter manusia, namun keduanya sama-sama efektif dalam menyampaikan berita kepada audiens. This research is motivated by the rapid development of technology, particularly Artificial Intelligence (AI). The presence of AI has its pros and cons, particularly in the media industry, such as the emergence of AI news presenters, which has elicited various responses from the public. While AI is considered innovative, practical, and creative, it also raises concerns and is considered a threat to replacing human jobs. Therefore, this study aims to determine how news broadcasts with AI presenters affect memory and viewing interest by comparing them with news broadcasts with human presenters. This study examines the effects of news broadcasts with AI presenters (X1) and human presenters (X2), as well as memory (Y1) and viewing interest (Y2). This study used a quantitative approach and a quasi-experimental study. The research subjects consisted of 128 university students in Bandung City, divided into two groups: an experimental group (news broadcasts with AI presenters) and a control group (news broadcasts with human presenters). The main theory of this research is the S-O-R (Stimulus-Organism-Responses) theory by Mehrabian & Russel (1974), which explains that a stimulus can influence an organism and create a response in the form of memory and viewing interest. The Wilcoxon test results indicate that news broadcasts with AI presenters and human presenters have an effect on memory and viewing interest. According to the Mann Whitney test, there was no significant difference between memory scores between the two groups, while there was a significant difference in viewing interest scores between the two groups. The research findings indicate that the AI presenter excels in visual aspects, speed, accuracy, creativity, and innovation. However, it lacks the affective factor that can build connections like a human presenter. However, both are equally effective in conveying news to audiences.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Deni Darmawan: 5973309 Erwin Kustiman: 6802527 |
| Uncontrolled Keywords: | Presenter Artificial Intelligence, Presenter Manusia, Daya Ingat, Minat Menonton, Teori S-O-R, Kuasi Eksperimen. Artificial Intelligence Presenter, Human Presenter, Memory, Viewing Interest, S-O-R Theory, Quasi-Experiment. |
| Subjects: | L Education > L Education (General) P Language and Literature > P Philology. Linguistics |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi |
| Depositing User: | Rahma Audy Faradisa Nugraha |
| Date Deposited: | 21 Oct 2025 01:27 |
| Last Modified: | 21 Oct 2025 01:27 |
| URI: | http://repository.upi.edu/id/eprint/142651 |
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