PENGARUH TERPAAN MEDIA SOSIAL INSTAGRAM @YOUTHRANGER.ID TERHADAP PARTISIPASI RANGERS DALAM KEGIATAN YOUTH RANGER INDONESIA

DHIYA NAWWARIYAH, . (2025) PENGARUH TERPAAN MEDIA SOSIAL INSTAGRAM @YOUTHRANGER.ID TERHADAP PARTISIPASI RANGERS DALAM KEGIATAN YOUTH RANGER INDONESIA. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh terpaan media sosial. Instagram @youthranger.id terhadap partisipasi Rangers dalam kegiatan Youth Ranger Indonesia, dengan fokus pada dimensi frekuensi, durasi, dan intensitas paparan media sosial. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei. Data dikumpulkan melalui survei yang disebarkan kepada 399 pengguna aktif Instagram @youthranger.id, yang dikenal sebagai audiens komunitas yang disebut sebagai “Rangers” Partisipasi diukur berdasarkan dimensi keterlibatan kognitif, afektif, dan perilaku. Hasil uji regresi menunjukkan nilai F hitung = 540,205, p < 0,001, dan nilai koefisien regresi (β) = 0,678, yang berarti terdapat pengaruh positif dan signifikan antara terpaan media sosial dan partisipasi. Nilai R Square sebesar 0,504 mengindikasikan bahwa 50,4% variasi partisipasi dapat dijelaskan oleh terpaan media. Penelitian ini menegaskan bahwa semakin sering, lama, dan intens Rangers terpapar konten Instagram @youthranger.id, semakin tinggi pula tingkat partisipasinya, baik dalam kegiatan online maupun offline. Temuan ini relevan untuk pengembangan strategi media sosial berbasis komunitas. ***** This study aims to analyze the influence of Instagram media exposure from @youthranger.id on the participation of “Rangers” in Youth Ranger Indonesia activities, focusing on the dimensions of frequency, duration, and intensity of exposure. A quantitative method with a survey approach was employed, collecting data from 399 active Instagram users of @youthranger.id, known as the organization’s community audience, or "Rangers." Participation was measured across three dimensions: cognitive, affective, and behavioral engagement. Descriptive analysis revealed that the affective dimension had the highest average score (3.57), followed by cognitive (3.42), and behavioral (3.12) on a 1–4 scale. This indicates that most Rangers already feel emotionally connected to the community, although not all are yet involved in real-life actions. The Pearson correlation test showed a strong and statistically significant relationship between media exposure and participation (r = 0.710, p < 0.001). Furthermore, a simple linear regression test yielded F = 540.205, a regression coefficient (β) of 0.678, and an R Square of 0.504, indicating that Instagram exposure significantly and positively influences participation and explains 50.4% of its variance. The findings emphasize that higher frequency, duration, and intensity of exposure to @youthranger.id content increase the likelihood of community engagement—both online and offline. The study recommends strengthening content strategies based on call-to-action and emotional connection to foster real participation among Gen Z in social communities. ***** This study aims to analyze the influence of Instagram media exposure from @youthranger.id on the participation of “Rangers” in Youth Ranger Indonesia activities, focusing on the dimensions of frequency, duration, and intensity of exposure. A quantitative method with a survey approach was employed, collecting data from 399 active Instagram users of @youthranger.id, known as the organization’s community audience, or "Rangers." Participation was measured across three dimensions: cognitive, affective, and behavioral engagement. Descriptive analysis revealed that the affective dimension had the highest average score (3.57), followed by cognitive (3.42), and behavioral (3.12) on a 1–4 scale. This indicates that most Rangers already feel emotionally connected to the community, although not all are yet involved in real-life actions. The Pearson correlation test showed a strong and statistically significant relationship between media exposure and participation (r = 0.710, p < 0.001). Furthermore, a simple linear regression test yielded F = 540.205, a regression coefficient (β) of 0.678, and an R Square of 0.504, indicating that Instagram exposure significantly and positively influences participation and explains 50.4% of its variance. The findings emphasize that higher frequency, duration, and intensity of exposure to @youthranger.id content increase the likelihood of community engagement—both online and offline. The study recommends strengthening content strategies based on call-to-action and emotional connection to foster real participation among Gen Z in social communities.

Item Type:	Thesis (Diploma)
Additional Information:	1.) Mentari Anugrah Imsa, M.Si. ; 2.) Qoryna Noer Seyma, S.I.Kom., M.Si. ; 3.) Wina Puspita Sari, M.Si. 4.) Indah Fajar Rosalina, M.I.Kom
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Users 28037 not found.
Date Deposited:	01 Aug 2025 02:23
Last Modified:	04 Aug 2025 03:15
URI:	http://repository.unj.ac.id/id/eprint/57060

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