PENGARUH CLICKBAIT HEADLINE DAN INTENSITAS KONSUMSI BERITATERHADAP PERSEPSI KREDIBILITAS MEDIA TRIBUN JATENG PADA GENERASI Z DI KOTA SEMARANG

Abstract

Online media competition has pushed many outlets to adopt clickbait headlines as a traffic-boosting strategy. At the same time, Generation Z in Indonesia records one of the highest rates of digital news consumption. This study examines the influence of clickbait headlines and news consumption intensity on perceived media credibility of Tribun Jateng among Generation Z in Semarang. Using a quantitative explanatory approach, data were collected from 100 respondents via purposive sampling. Multiple linear regression analysis with SPSS revealed that clickbait headlines have a significant negative effect on perceived media credibility (t = -7.117, p < 0.001, β = -0.708), while news consumption intensity shows a significant positive effect (t = 8.598, p < 0.001, β = 0.991). Simultaneously, both variables explain 54.5% of the variance in perceived media credibility (F = 58.192, p < 0.001, R² = 0.545). These findings confirm the Stimulus-Organism-Response theory: sensational headlines act as a credibility-eroding stimulus, whereas regular, attentive news consumption builds familiarity and trust with the media outlet. The study recommends that Tribun Jateng balance click-attracting strategies with journalistic integrity to sustain long-term credibility in the eyes of young digital audiences.