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All Journal Journal of Management and Business Review Jurnal Pengabdian kepada Masyarakat Nusantara Kompleksitas: Jurnal Ilmiah Manajemen, Organisasi, dan Bisnis Jurnal Abdimas Perbanas Jurnal Desain Komunikasi Visual Nirmana Jurnal Manajemen, Akuntansi, Ekonomi Moneter : Jurnal Keuangan dan Perbankan Jurnal Ekonomi, Manajemen, Akuntansi
Laksamana, Patria
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Arts Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Media Literacy Strategy for Youth Generation Based on Segmentation in Jakarta using the AHP Model and K-Means Clustering Hermawan, Hardy R; Siregar, Hermanto; Laksamana, Patria
Jurnal Desain Komunikasi Visual Nirmana Vol. 26 No. 1 (2026): JANUARY 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/nirmana.26.1.12-21

Abstract

The high digital penetration in  Jakarta has not been matched by adequate media literacy, particularly among the younger generation. This study proposes an integrative model combining the Analytical Hierarchy Process (AHP) and K-Means Clustering to design a data-driven and behaviorally segmented media literacy strategy. Data were collected through in-depth interviews with 15 practitioners and experts, as well as a survey of 202 young respondents aged 15–24 from five regions of  Jakarta. The AHP approach was used to identify priority dimensions of media literacy, encompassing cognitive, technical, ethical, and participatory aspects. K-Means clustering was employed to group individuals based on their digital competency characteristics and to empirically map literacy segmentation patterns. The results reveal three main clusters with significant differences in media usage patterns, ethical awareness, and critical capacities. These findings confirm the importance of adaptive and evidence-based media literacy strategies, rather than merely normative interventions. This integrative model is expected to form the basis for policymaking and the design of media literacy programs in Indonesian urban areas.
Co-Authors Adi Darmawan Chandra Wijaya Denia Maulani Fitriani, Nani Hermanto Siregar Hermawan, Hardy R Juanto, Richardo Hendrik Moniaga, Ireine Florencia Muhammad Iqbal Muhammad Yusuf Salsabila, Reeta Lastika Saripudin Saripudin Sorongan, Fangky Suharyanto Suharyanto Yafie, Muhammad Fauzan