PERSEPSI GENERASI Z TERHADAP AUTENTISITAS USER GENERATED CONTENT (UGC) DALAM KOMUNIKASI BISNIS DIGITAL
Keywords:
Generasi Z, Autentisitas, User Generated Content, Komunikasi Bisnis Digital, Penelitian KualitatifAbstract
Perkembangan komunikasi bisnis dalam dunia digital telah mendorong para pelaku usaha untuk memanfaatkan User Generated Content (UGC) sebagai salah satu strategi dalam berkomunikasi yang dianggap lebih autentik dan lebih meyakinkan dibandingkan dengan konten yang sepenuhnya dibuat oleh perusahaan. Generasi Z sebagai kelompok digital native memiliki karakteristik yang unik dalam proses mengkonsumsi, memproduksi, dan menilai konten digital yang telah mereka lihat. Penelitian ini bertujuan untuk memahami bagaimana persepsi Generasi Z terhadap autentisitas User Generated Content (UGC) dalam komunikasi bisnis digital. Metodologi yang digunakan adalah pendekatan kualitatif dengan metode wawancara mendalam dan Focus Group Discussion (FGD) terhadap informan Generasi Z yang aktif menggunakan media sosial. Hasil penelitian menunjukkan bahwa autentisitas UGC dipersepsikan melalui dimensi kejujuran, pengalaman nyata, relevansi, dan independensi konten dari kepentingan komersial. UGC yang autentik mampu meningkatkan kepercayaan, kedekatan emosional, dan persepsi positif terhadap merek. Penelitian ini berkontribusi pada pengembangan kajian komunikasi bisnis digital dan memberikan implikasi praktis bagi pelaku bisnis dalam merancang strategi komunikasi berbasis UGC yang efektif.
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