ANALISIS DAMPAK KONTEN "RACUN TIKTOK" PADA GEN Z DI JABODETABEK

ALIFIA ADUBA, . (2025) ANALISIS DAMPAK KONTEN "RACUN TIKTOK" PADA GEN Z DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis dan mengevaluasi dampak konten “Racun TikTok” yaitu berupa perilaku konsumtif pada Gen Z di Jabodetabek, serta mengidentifikasi bagaimana konten tersebut memicu perilaku konsumtif mereka. Penelitian ini menggunakan teori masyarakat konsumsi dengan konsep simulacra dan hiperrealitas dari Jean P. Baudrillard, dengan metode kuantitatif yang diukur menggunakan skala Likert. Populasi penelitian adalah Gen Z berusia 17–26 tahun yang menggunakan aplikasi TikTok, mengetahui tren konten “Racun TikTok,” dan pernah berbelanja di TikTok Shop dalam tiga bulan terakhir, dengan domisili di Jabodetabek. Teknik pengambilan sampel dilakukan dengan metode purposive sampling, melibatkan 100 responden yang diperoleh melalui penyebaran kuesioner secara online menggunakan Google Form. Teknik analisis data dilakukan dengan menggunakan software SPSS (Statistical Program for Social Science). Hasil penelitian menunjukkan bahwa frekuensi, durasi, dan perhatian (atensi) terhadap konten TikTok berdampak signifikan terhadap perilaku konsumtif Gen Z di Jabodetabek. KataKunci: Konten “Racun TikTok”, Perilaku Konsumtif, Gen Z ***** This study aims to analyze and evaluate the impact of "Racun TikTok" content, specifically on consumptive behavior among Gen Z in the Greater Jakarta area (Jabodetabek), as well as to identify how such content triggers their consumptive behavior. The research employs the theory of consumer society using Jean P. Baudrillard's concepts of simulacra and hyperreality, with a quantitative method measured through a Likert scale. The study population consists of Gen Z individuals aged 17–26 who use the TikTok application, are familiar with the “Racun TikTok” trend, and have shopped on TikTok Shop within the last three months, residing in Jabodetabek. The sampling technique used is purposive sampling, involving 100 respondents obtained through online questionnaires distributed via Google Forms. Data analysis was conducted using SPSS (Statistical Program for Social Science) software. The results show that the frequency, duration, and attention (engagement) to TikTok content significantly impact the consumptive behavior of Gen Z in Jabodetabek. Keywords: "Racun TikTok" Content, Consumptive Behavior, Gen Z

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, SE, MM ; 2). Muhammad Fawaiq, M. Ec. Dev
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Users 26823 not found.
Date Deposited:	26 Feb 2025 07:27
Last Modified:	26 Feb 2025 07:27
URI:	http://repository.unj.ac.id/id/eprint/53541

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