Automotive Content Creativity Strategy on the 'Kendara' YouTube Channel to Attract Automotive Audiences (A Qualitative Study)

Ivan Ramadhan Suprianto; Arifin Saleh Harahap

doi:10.55227/ijhess.v6i2.2529

Authors

Ivan Ramadhan Suprianto Communication Science Study Program, Faculty of Communication, Esa Unggul University
Arifin Saleh Harahap Communication Science Study Program, Faculty of Communication, Esa Unggul University

DOI:

https://doi.org/10.55227/ijhess.v6i2.2529

Abstract

YouTube has become a strategic platform for disseminating automotive information in the digital era. This study aims to analyze the content presentation strategy of the Kendara YouTube Channel and examine its implementation as a representation of New Media characteristics. The research adopted a constructivist paradigm with a descriptive qualitative approach. Data were collected through in-depth interviews, digital observation, and documentation involving content creators and active audiences. The data were analyzed using an interactive model consisting of data reduction, data display, and conclusion drawing. The findings reveal that Kendara develops its content through empirical visual construction, dynamic vehicle testing, and evidence-based storytelling, enabling audiences to gain comprehensive and trustworthy automotive insights. The channel effectively utilizes YouTube’s cyberspace architecture by presenting long-form videos that provide in-depth information while encouraging collective intelligence through audience interaction in the comment section. Transparency, consistency, and objectivity strengthen the channel’s credibility, making it a reliable reference for vehicle purchase decisions. The study concludes that maintaining review objectivity, optimizing navigation features such as timestamps, and diversifying educational content on vehicle maintenance can enhance audience engagement, accessibility, and the broader educational value of automotive content

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