FAKTOR-FAKTOR TERPAAN MEDIA SOSIAL INSTAGRAM @KORBANTUKANGGIGI YANG MEMPENGARUHI SIKAP FOLLOWERS DI JAKARTA (Studi Eksplanatif Pada Konten Instagram Mengenai Cosmetic Dentistry Ilegal)

KHANSA KINANTY ANDINADEWI, . (2024) FAKTOR-FAKTOR TERPAAN MEDIA SOSIAL INSTAGRAM @KORBANTUKANGGIGI YANG MEMPENGARUHI SIKAP FOLLOWERS DI JAKARTA (Studi Eksplanatif Pada Konten Instagram Mengenai Cosmetic Dentistry Ilegal). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Praktik cosmetic dentistry ilegal di Indonesia masih banyak menelan korban karena tingkat pengetahuan masyarakat Indonesia yang rendah mengenai regulasi tindakan cosmetic dentistry di Indonesia. Karena itu, akun Instagram @korbantukanggigi hadir untuk memberikan edukasi kepada masyarakat melalui konten edukatif mengenai cosmetic dentistry ilegal, yang mana menjadi terpaan media bagi followers yang mengakses konten yang diteliti. Maka dari itu, penelitian ini dilakukan dengan tujuan mengetahui faktor-faktor terpaan media sosial Instagram @korbantukanggigi yang mempengaruhi sikap followers. Penelitian ini menggunakan konsep yaitu new media atau media baru. Pierre Levy menjelaskan kehadiran media baru berbasis teknologi digital yang dapat menghadirkan layanan berinteraksi kapan saja dan dimana saja. Penelitian ini memiliki empat dimensi untuk variabel Terpaan Media, yaitu automatic, attention, transported, dan self reflexive. Sedangkan variabel Sikap memiliki tiga dimensi, yaitu kognitif, afektif, dan perilaku. Paradigma yang digunakan dalam penelitian adalah paradigma positivisme dan menggunakan pendekatan kuantitatif. Metode pada penelitian ini adalah metode survey berapa kuesioner Google Form yang disebarkan secara online. Populasi dalam penelitian ini adalah followers yang meninggalkan komentar di konten akun Instagram @korbantukanggigi yang diunggah pada tanggal 8 Februari 2023. Teknik penarikan sampel penelitian ini menggunakan purposive sampling dengan syarat responden yakni: berdomisili di Jakarta, sudah follow dan berkomentar pada konten yang diteliti. Metode pengolahan data penelitian ini adalah dengan menggunakan distribusi frekuensi untuk univariat dan factor analysis untuk bivariat. Hasil penelitian menunjukkan bahwa faktor terpaan media sosial Instagram @korbantukanggigi yang paling mempengaruhi sikap followers di Jakarta mengenai cosmetic dentistry ilegal adalah faktor transported. Responden mengakses konten dan dikenai terpaan media pada tingkat fokus yang tinggi terhadap konten hingga terputus dengan keadaan lingkungan sekitarnya. Hal ini didasari oleh perolehan nilai factor loadings terbesar ada pada dimensi transported yaitu sebesar 0,875. Adapun sikap followers menunjukkan pengaruh yang signifikan di aspek kognitif, dimana responden bertambah pengetahuannya mengenai cosmetic dentistry ilegal setelah mengakses konten. Maka berdasarkan temuan tersebut, maka dapat dinyatakan bahwa hipotesis Ho ditolak dan Ha diterima. Terpaan media yang dialami oleh followers akun Instagram @korbantukanggigi membuat mereka mengakses konten mengenai cosmetic dentistry ilegal dengan konsentrasi yang tinggi hingga membuat mereka terputus dengan keadaan sekitarnya. Hal ini berhasil mempengaruhi sikap mereka mengenai cosmetic dentistry ilegal pada tingkat kognitif. Setelah mengakses konten tersebut, responden menunjukkan sikap lebih memahami masalah mengenai cosmetic dentistry ilegal di Indonesia. Kata Kunci : New Media, Terpaan Media, Sikap ********** Illegal cosmetic dentistry practices in Indonesia still claim many victims due to the low level of knowledge of the Indonesian people regarding the regulations for cosmetic dentistry in Indonesia. Therefore, the Instagram account @korbuatkanggigi is here to provide education to the public through educational content regarding illegal cosmetic dentistry, which becomes media exposure for followers who access the researched content. Therefore, this research was conducted with the aim of finding out the factors of exposure to social media Instagram @korbuatkanggigi which influence followers' attitudes. This research uses the concept of new media or new media. Pierre Levy explained the presence of new media based on digital technology that can provide interactive services anytime and anywhere. This research has four dimensions for the Media Exposure variable, namely automatic, attention, transported, and self reflexive. Meanwhile, the Attitude variable has three dimensions, namely cognitive, affective, and behavioral. The paradigm used in research is the positivism paradigm and uses a quantitative approach. This research uses a survey method using Google Form questionnaires that are distributed online. The population in this study were followers who left comments on the content of the Instagram account @korbuatkanggigi which was uploaded on February 8, 2023. The sampling technique for this study used purposive sampling with the conditions for respondents to be domiciled in Jakarta, have followed, and commented on the content studied. The data processing method for this research is to use a frequency distribution for univariate and factor analysis for bivariate. The research results show that the factor of exposure to social media Instagram @korbuatkanggigi that most influences the attitude of followers in Jakarta regarding illegal cosmetic dentistry is the transported factor. Respondents access content and are exposed to media at a high level of focus on the content to the point of being disconnected from the surrounding environment. This is based on the largest factor loadings value obtained in the transported dimension, which is 0.875. The attitude of followers shows a significant influence on the cognitive aspect, where respondents increase their knowledge about illegal cosmetic dentistry after accessing the content. So based on these findings, it can be stated that the hypothesis Ho is rejected, and Ha is accepted. The media exposure experienced by followers of the Instagram account @korbuatkanggigi made them access content about illegal cosmetic dentistry with such high concentration that it disconnected them from their surroundings. This succeeded in influencing their attitudes regarding illegal cosmetic dentistry at a cognitive level. After accessing this content, respondents showed a greater understanding of the problem of illegal cosmetic dentistry in Indonesia. Keywords: New Media, Media Exposure, Attitude   Illegal cosmetic dentistry practices in Indonesia still claim many victims due to the low level of knowledge of the Indonesian people regarding the regulations for cosmetic dentistry in Indonesia. Therefore, the Instagram account @korbuatkanggigi is here to provide education to the public through educational content regarding illegal cosmetic dentistry, which becomes media exposure for followers who access the researched content. Therefore, this research was conducted with the aim of finding out the factors of exposure to social media Instagram @korbuatkanggigi which influence followers' attitudes. This research uses the concept of new media or new media. Pierre Levy explained the presence of new media based on digital technology that can provide interactive services anytime and anywhere. This research has four dimensions for the Media Exposure variable, namely automatic, attention, transported, and self reflexive. Meanwhile, the Attitude variable has three dimensions, namely cognitive, affective, and behavioral. The paradigm used in research is the positivism paradigm and uses a quantitative approach. This research uses a survey method using Google Form questionnaires that are distributed online. The population in this study were followers who left comments on the content of the Instagram account @korbuatkanggigi which was uploaded on February 8, 2023. The sampling technique for this study used purposive sampling with the conditions for respondents to be domiciled in Jakarta, have followed, and commented on the content studied. The data processing method for this research is to use a frequency distribution for univariate and factor analysis for bivariate. The research results show that the factor of exposure to social media Instagram @korbuatkanggigi that most influences the attitude of followers in Jakarta regarding illegal cosmetic dentistry is the transported factor. Respondents access content and are exposed to media at a high level of focus on the content to the point of being disconnected from the surrounding environment. This is based on the largest factor loadings value obtained in the transported dimension, which is 0.875. The attitude of followers shows a significant influence on the cognitive aspect, where respondents increase their knowledge about illegal cosmetic dentistry after accessing the content. So based on these findings, it can be stated that the hypothesis Ho is rejected, and Ha is accepted. The media exposure experienced by followers of the Instagram account @korbuatkanggigi made them access content about illegal cosmetic dentistry with such high concentration that it disconnected them from their surroundings. This succeeded in influencing their attitudes regarding illegal cosmetic dentistry at a cognitive level. After accessing this content, respondents showed a greater understanding of the problem of illegal cosmetic dentistry in Indonesia. Keywords: New Media, Media Exposure, Attitude

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Kinkin Yuliaty Subarsa Putri, M.Si.,CICS ; 2). Dr. Dini Safitri, S.Sos.,M.Si.
Subjects:	Karya Umum > Jurnalisme, Media Berita, Penerbitan
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Khansa Kinanty Andinadewi .
Date Deposited:	06 Feb 2024 23:43
Last Modified:	06 Feb 2024 23:43
URI:	http://repository.unj.ac.id/id/eprint/43872

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