PENGARUH MEDIA SOSIAL INSTAGRAM @FYINDONESIANS TERHADAP SIKAP MENGONSUMSI PRODUK MINUMAN SERBUK (SURVEI FOLLOWERS INSTAGRAM @FYINDONESIANS PADA VIDEO 28 OKTOBER 2023)

AMARILIA SHINTA, . (2024) PENGARUH MEDIA SOSIAL INSTAGRAM @FYINDONESIANS TERHADAP SIKAP MENGONSUMSI PRODUK MINUMAN SERBUK (SURVEI FOLLOWERS INSTAGRAM @FYINDONESIANS PADA VIDEO 28 OKTOBER 2023). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Instagram adalah salah satu media sosial yang memiliki beragam fitur. Kegunaan Instagram dinilai mempunyai potensi sebagai media edukasi. Banyaknya pengguna kreatif di media sosial Instagram, terdapat salah satu akun Instagram @fyindonesians yang membagikan informasi edukasi kesehatan, seperti video minuman serbuk tanggal 28 Oktober 2023. Unggahan video menjelaskan salah satu produk minuman serbuk yang mengandung gula tinggi. Sesuai dengan informasi dari Instagram @fyindonesians, mereka menekankan pentingnya menyadari konsumsi gula harian. Kehadiran dari media ini membuat peneliti untuk mengetahui media sosial Instagram @fyindonesians terkait pembahasan minuman serbuk pada unggahan video tanggal 28 Oktober 2023, kemudian mengetahui sikap mengonsumsi produk minuman serbuk pada followers @fyindonesians, dan mengetahui pengaruh media sosial Instagram @fyindonesians terhadap sikap mengonsumsi produk minuman serbuk pada followers @fyindonesians. Berdasarkan penjelasan sebelumnya, penelitian memiliki judul “Pengaruh Media Sosial Instagram @fyindonesians Terhadap Sikap Mengonsumsi Produk Minuman Serbuk (Survei Followers Instagram @fyindonesians Pada Video 28 Oktober 2023).” Konsep yang digunakan pada penelitian adalah media baru (new media) dari Pierre Levy, yakni terdiri dari pandangan interaksi sosial (social interaction) dan integrasi sosial (social integration). Penggunaan konsep bertujuan untuk melakukan analisis dua variabel. Pada variabel media sosial tersusun dari dimensi social media use for communication, social media use for collaboration, social media use for education, dan social media use for entertainment. Pada variabel sikap memiliki dimensi yakni affect, cognition, dan behaviors. Teori yang digunakan untuk penelitian yakni teori penggabungan informasi. Teori penggabungan informasi menjelaskan pembentukan informasi dan perubahan sikap. Individu melakukan pengumpulan informasi mengenai persitiwa, seseorang, objek sehingga terbentuk sikap atau kecenderungan dalam bertindak, baik secara positif atau negatif. Perubahan sikap ditentukan oleh valance (arahan) dan bobot. Informasi yang mampu memperkuat keyakinan individu dinyatakan valance positif. Bobot tinggi pada informasi menunjukkan bahwa individu menilai informasi tersebut benar. Paradigma dalam penelitian ini adalah paradigma positivisme. Pendekatan penelitian adalah pendekatan kuantitatif. Jenis penelitian yang dipilih adalah eksplanatif. Metode penelitian yakni survei. Populasi yang dipilih adalah pengikut (followers) Instagram @fyindonesians sebanyak 1045, yakni pengguna yang sudah memberikan suka (likes) pada video minuman serbuk. Sampel yang diperoleh sebesar 91 sampel. Pengumpulan data primer yakni melalui survei yang disebarluaskan melalui pesan langsung (direct message) Instagram kepada pengikut (followers) @fyindonesians. Analisis bivariat yakni uji normalitas, uji linearitas, regresi linear sederhana, dan koefisien determinasi. Hasil menunjukkan sebagian besar responden menjawab sangat setuju jika informasi dapat dipahami, penggunaan bahasa yang mudah dipahami, dan informasi membuat individu lebih teliti. Media sosial Instagram @fyindonesians terkait pembahasan minuman serbuk pada unggahan video tanggal 28 Oktober 2023 disampaikan secara menghibur yakni informasi menjelaskan informasi sesuai dengan perbedaan budaya yang berlaku, media sosial memiliki sisi menarik, dan media sosial memiliki sisi memikat. Sikap mengonsumsi produk minuman serbuk pada followers @fyindonesians diketahui bahwa individu memperoleh pengetahuan baru dari video minuman serbuk tanggal 28 Oktober 2023, seperti adanya pemikiran individu yang memperkuat perasaannya, keyakinan individu akan objek, dan diperolehnya pengetahuan individu akan objek. Uji bivariat dapat diketahui data berdistribusi normal dan adanya pengaruh linear antar variabel. Uji regresi linear menunjukkan terdapatnya pengaruh signifikan, di mana hipotesis alternatif diterima dan hipotesis nol ditolak, dan hasil koefisien determinasi ditemukan bahwa pengaruh antara variabel media sosial Instagram @fyindonesians terhadap sikap mengonsumsi produk minuman serbuk sebesar 61.2%, sesuai penjelasan Chin (1998) maka nilai termasuk kategori sedang. Berdasarkan penelitian yang sudah disusun kesimpulan yang dapat ditulis mengenai penelitian “Pengaruh Media Sosial Instagram @fyindonesians Terhadap Sikap Mengonsumsi Produk Minuman Serbuk (Survei Followers Instagram @fyindonesians Pada Video 28 Oktober 2023)” mampu menyampaikan informasi secara menghibur, yakni penggunaan bahasa dapat dipahami, informasi menampilkan contoh terkini, dan dilengkapinya teks untuk memudahkan ucapan video. Sikap yang ditunjukkan oleh pengikut (followers) yakni pengetahuan menjadi bertambah luas, di mana informasi menyampaikan informasi terkini dan informasi menekankan untuk berhati-hati dalam membeli produk minuman serbuk. Kekurangan yang ada menunjukkan jika media sosial Instagram @fyindonesians perlu untuk meningkatkan komunikasi, kolaborasi, dan memicu emosi pengikut sesuai dengan tujuan informasi video minuman serbuk. ***** Instagram is a social media that has various features. The use of Instagram is considered to have potential as an educational medium. There are many creative users on Instagram social media, there is an Instagram account @fyindonesians which shares health educational information, such as a powdered drink video dated 28 October 2023. The video upload explains one of the powdered drink products that contains high sugar. According to information from Instagram @fyindonesians, they emphasize the importance of being aware of daily sugar consumption. The presence of this media allowed researchers to find out about the social media Instagram @fyindonesians regarding the discussion of powdered drinks in the video uploaded on 28 October 2023, then find out the attitude of consuming powdered drink products among @fyindonesians followers, and find out the influence of the social media Instagram @fyindonesians on attitudes towards consuming drink products powder to @fyindonesians followers. Based on the previous explanation, the research is entitled "The Influence of Social Media Instagram @fyindonesians on Attitudes to Consuming Powdered Drink Products (Survey of Instagram Followers @fyindonesians on Video 28 October 2023)." The concept used in the research is new media from Pierre Levy, which consists of views of social interaction and social integration. The use of the concept aims to carry out an analysis of two variables. The social media variable is composed of the dimensions of social media use for communication, social media use for collaboration, social media use for education, and social media use for entertainment. The attitude variable has dimensions, namely affect, cognition, and behaviors. The theory used for research is information integration theory. Information fusion theory explains information formation and attitude change. Individuals collect information about events, people, and objects so that attitudes or tendencies are formed in acting, either positively or negatively. Changes in attitude are determined by valance and weight. Information that can strengthen an individual's beliefs is declared positive valance. A high weight on information indicates that the individual assesses the information as correct. The paradigm in this research is the positivism paradigm. The research approach is quantitative. The type of research chosen is explanatory. The research method is a survey. The selected population is 1045 Instagram followers @fyindonesians, namely users who have given likes to the powdered drink video. The samples obtained were 91 samples. Primary data was collected through a survey distributed via Instagram direct messages to @fyindonesians followers. Bivariate analysis, namely normality test, linearity test, simple linear regression, and coefficient of determination. The results show that the majority of respondents answered that they strongly agreed that the information could be understood, the use of language that was easy to understand, and the information made individuals more conscientious. The Instagram social media @fyindonesians regarding the discussion of powdered drinks in the video upload on October 28 2023 was delivered in an entertaining manner, namely the information explained the information according to the prevailing cultural differences, social media has an interesting side, and social media has an engaging side. The attitude of consuming powdered drink products among @fyindonesians followers is that individuals gain new knowledge from the powdered drink video on 28 October 2023, such as individual thoughts that strengthen their feelings, individual beliefs about objects, and individual knowledge about objects. The bivariate test shows that the data is normally distributed and there is a linear influence between variables. The linear regression test shows that there is a significant influence, where the alternative hypothesis is accepted and the null hypothesis is rejected, and the results of the coefficient of determination found that the influence of the social media variable Instagram @fyindonesians on attitudes towards consuming powdered drink products is 61.2%, according to Chin's (1998) explanation, the value belongs to the moderate category. Based on the research that has been prepared, conclusions that can be written the research "The Influence of Social Media Instagram @fyindonesians on Attitudes to Consuming Powdered Drink Products (Survey of Instagram Followers @fyindonesians on Video 28 October 2023)" can convey information in an entertaining way, namely the use of language that can be understood, information displays the latest examples and includes text to make video speech easier. The attitude shown by followers is that knowledge becomes wider, where information conveys the latest information and information emphasizes being careful in purchasing powdered drink products. The existing shortcomings show that the social media Instagram @fyindonesians needs to improve communication, and collaboration, and trigger followers' emotions following the informational purpose of powdered drink videos.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Vera Wijayanti Sutjipto, M.Si. ; 2). Dr. Maulina Larasati Putri, M.I.Kom.
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum) Ilmu Sosial > Komunikasi
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Users 22780 not found.
Date Deposited:	03 Aug 2024 12:21
Last Modified:	03 Aug 2024 12:21
URI:	http://repository.unj.ac.id/id/eprint/46068

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