The Impact of Educational Content Exposure and Learning Videos on the Effectiveness of Self-Directed Learning through the YouTube Platform Application Among Students of the Faculty of Economics and Business at Universitas Negeri Jakarta

Abstrak

This study investigates the impact of educational content exposure and learning videos on the effectiveness of self-directed learning (SDL) among students of the Faculty of Economics and Business at Universitas Negeri Jakarta through the YouTube platform. With the increasing integration of digital media in education, YouTube has become a widely used tool for independent learning due to its flexible access, variety of content, and visual appeal. Employing a quantitative approach and using Smart PLS 4 for data analysis, this research involved 100 respondents selected through purposive sampling. The findings reveal that educational content exposure does not significantly affect learning independence directly, but has a significant indirect effect through the use of YouTube. In contrast, learning videos significantly impact learning independence directly, but not indirectly via YouTube usage. Additionally, learning independence positively influences YouTube usage, suggesting that more self-directed students are more likely to engage with the platform. The study concludes that while YouTube plays a mediating role in linking content exposure to Self-Directed Learning, its influence varies depending on content type. These results offer insights for educators and policymakers to optimize digital learning strategies in higher education.