ANALISIS NETNOGRAFI PENGGUNAAN ARTIFICIAL INTELLIGENCE (AI) SEBAGAI SUMBER BELAJAR OLEH PENGGUNA YOUTUBE

Dikram Chan, Ulfia Rahmi

Abstract


This study examines how YouTube users engage with Artificial Intelligence (AI) as a learning resource, using a qualitative netnographic approach. A purposive sample of 100 YouTube videos from creators across multiple countries was analyzed in NVivo 12 Pro, combining word frequency (word cloud) visualization, topic-based cluster analysis, and geographic cluster analysis. Unlike prior studies that largely examine AI's effectiveness within formal classroom instruction, this study contributes a novel angle by mapping how AI is discussed informally on social media, revealing an organically emerging, user-driven learning ecosystem that transcends institutional boundaries. The term "AI" emerged as the most frequent keyword, appearing 1,651 times, underscoring its centrality to the discourse. Content-wise, the videos were predominantly informational (62 instances), followed by opinion-based (20) and personal-experience-based (18) content. Geographically, contributions were led by Asia (40), followed by the Americas (21), Europe (20), Australia (10), and Africa (9), indicating that while AI-related learning discourse has become a global phenomenon, regional participation remains uneven.

 

Penelitian ini menganalisis penggunaan Artificial Intelligence (AI) sebagai sumber belajar di kalangan pengguna YouTube melalui pendekatan netnografi kualitatif. Sebanyak 100 video YouTube dari berbagai negara dijadikan sampel dan dianalisis menggunakan NVivo 12 Pro melalui tiga teknik: visualisasi word cloud, analisis klaster topik, dan analisis klaster sebaran geografis. Berbeda dari penelitian terdahulu yang umumnya menyoroti efektivitas AI dalam pembelajaran formal di kelas, studi ini berfokus pada bagaimana AI dibicarakan secara informal di platform media sosial sebagai ekosistem belajar mandiri yang muncul secara organik dari pengguna lintas negara. Hasil analisis menunjukkan kata "AI" menjadi yang paling dominan dengan 1.651 kemunculan, menegaskan posisinya sebagai topik sentral. Dari sisi jenis konten, penyajian informasi mendominasi (62 referensi), diikuti opini (20) dan pengalaman pribadi (18). Secara geografis, partisipasi terbanyak berasal dari Asia (40), Amerika (21), Eropa (20), Australia (10), dan Afrika (9), yang mengindikasikan diskusi AI sebagai sumber belajar telah mengglobal namun distribusinya masih timpang antarwilayah.


Keywords


Artificial Intelligence; Learning Resource; Netnography; Nvivo,; Youtube

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DOI: https://doi.org/10.17509/e.v25i2.99166

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