ANALISIS PENGGUNAAN MEDIA PEMBELAJARAN BERBASIS TEKNOLOGI DITINJAU DARI USES AND GRATIFICATION THEORY

Abstract

  This research aims to determine the influence of Uses and Gratification Theory on the use of technology-based learning media. This research uses a quantitative approach and survey research type. The respondents in this research were teachers who taught at elementary schools in East Jambi District, Jambi City. This research began by filling out a pilot study questionnaire with 35 respondents, then continued with main data collection. The main data collection technique was distributing questionnaires online using Google Form via WhatsApp, with 321 respondents. After the data is obtained it will be analyzed quantitatively using PLS-SEM. The results of this research indicate that the Uses and Gratification Theory which consists of cognitive needs, affective needs and social needs is valid for explaining the use of technology-based learning media. The Uses and Gratification Theory component consisting of cognitive needs, affective needs and social needs influences the use of technology-based learning media among elementary school teachers in East Jambi District, Jambi City. Teachers use media according to their needs, from the measurement model and the resulting output shows that the Uses and Gratification Theory is valid to explain the effect of using technology-based learning media with Cronbach's alpha and composite reliability values ​​above 0.5. The three hypotheses proposed by the researcher produced a significant effect with a t-value greater than 1.96. The first hypothesis is that cognitive needs influence the use of technology-based learning media with a t-statistic value of 4.203 ≥ 1.96. The second hypothesis is that affective needs influence the use of technology-based learning media with a t-statistic value of 2.433 ≥ 1.96. The third hypothesis is that social needs influence the use of technology-based learning media with a t-statistic value of 4.486 ≥ 1.96.