PENGALAMAN GEN Z DALAM MENGGUNAKAN MESIN PENCARI DAN MEDIA SOSIAL SEBAGAI SUMBER REFERENSI

Abstract

This study aims to explore how Generation Z experiences the use of search engines and social media as sources of information from the perspective of the Uses and Gratifications Theory. A descriptive qualitative approach was employed, using in-depth interviews with eight Generation Z participants. The findings indicate that Generation Z actively, selectively, and contextually utilizes both search engines and social media according to their information needs. Search engines, particularly Google, are regarded as the primary reference source for specific purposes, such as academic work, health-related information, and other topics requiring high credibility. In contrast, social media serves as an initial platform for information exploration, especially for practical, up-to-date, visually engaging, and experience-based content. The study further reveals that, within the framework of Uses and Gratifications Theory, Generation Z adopts a layered media use pattern. Social media is generally used as the starting point for discovering and exploring information, while search engines are employed to verify information and obtain more comprehensive and in-depth explanations. Thus, these two media platforms do not function independently but rather complement one another in satisfying users' information needs. The findings also demonstrate that the relationship between search engines and social media is not substitutive but complementary in fulfilling the information needs of Generation Z. Based on the Uses and Gratifications classification of motives, media use encompasses information seeking, entertainment, social interaction, relaxation, and self-expression. This study contributes to the advancement of digital communication research by reaffirming the continuing relevance of Uses and Gratifications Theory within the contemporary media ecosystem.