PENGARUH TERPAAN MEDIA SOSIAL INSTAGRAM @PANDAWARAGROUP TERHADAP SIKAP GOTONG ROYONG (STUDI KUANTITATIF SURVEI AKUN INSTAGRAM @pandawaragroup PADA KONTEN VIDEO 26 AGUSTUS 2024).

SHAMIRA NADJA GANI, . (2025) PENGARUH TERPAAN MEDIA SOSIAL INSTAGRAM @PANDAWARAGROUP TERHADAP SIKAP GOTONG ROYONG (STUDI KUANTITATIF SURVEI AKUN INSTAGRAM @pandawaragroup PADA KONTEN VIDEO 26 AGUSTUS 2024). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Media sosial merupakan alat komunikasi melalui perangkat internet yang dipergunakan untuk berhubungan dan berinteraksi dengan para penggunanya, bekerja sama, serta bertukar informasi. Instagram, sebagai salah satu platform populer, dinilai memiliki kekuatan signifikan dalam membentuk opini dan sikap khalayak. Latar belakang penelitian ini muncul dari kekhawatiran terhadap penurunan nilai-nilai gotong royong akibat modernisasi dan individualisme yang kian berkembang. Namun, melalui konten inspiratif, akun Instagram @pandawaragroup berpotensi besar untuk menghidupkan kembali semangat kebersamaan ini. Penelitian ini bertujuan menguji sejauh mana terpaan konten media sosial Instagram @pandawaragroup memengaruhi sikap gotong royong para komentator pada unggahan video tanggal 26 Agustus 2024. Variabel yang diteliti adalah terpaan media (independen) dan sikap (dependen). Dengan menggunakan paradigma positivisme dan pendekatan kuantitatif eksplanatif, penelitian ini mengaplikasikan metode survei. Sampel ditentukan melalui teknik purposive sampling, melibatkan 100 komentator aktif pada video @pandawaragroup di tanggal yang ditentukan. Data dikumpulkan menggunakan kuesioner daring yang telah melewati uji validitas dan reliabilitas, Uji normalitas memastikan agar data terdistribusi secara normal, uji linearitas memastikan pola hubungan yang searah, dan analisis regresi mengkonfirmasi penerimaan hipotesis alternatif (Ha),menolak hipotesis nol (Ho). Koefisien determinasi menjelaskan bahwa terpaan media sosial mampu menjelaskan sebagian besar variasi sikap gotong royong responden. Semakin tinggi tingkat keterpaparan audiens, semakin besar pula kecenderungan mereka menunjukkan sikap gotong royong dalam pemikiran, perasaan, maupun tindakan. Dengan demikian, penelitian ini menyimpulkan bahwa media sosial, khususnya Instagram @pandawaragroup, memegang peran esensial dalam mempromosikan dan menguatkan nilai-nilai kebersamaan serta solidaritas sosial. Saran yang dapat diberikan, media sosial perlu terus dioptimalkan sebagai medium pembentuk karakter positif, dan penelitian selanjutnya dapat mengeksplorasi faktor lain. Kata Kunci: Gotong Royong, Sikap, Studi Kuantitatif, Terpaan Media Sosial ***** Social media serves as a communication tool via internet devices, utilized to connect and interact with users, collaborate, and exchange information. Instagram, as a popular platform, is deemed to possess significant power in shaping public opinion and attitudes. The background of this research stems from concerns regarding the decline in gotong royong values due to modernization and the growing individualistic culture. However, through inspiring content, the Instagram account @pandawaragroup is believed to have great potential to revive this spirit of togetherness. This study aims to examine the extent to which exposure to Instagram social media content from @pandawaragroup influences the gotong royong attitude of commentators on a video uploaded on August 26, 2024. The variables studied are media exposure (independent) and attitude (dependent). Employing a positivistic paradigm and an explanatory quantitative approach, this research applies a survey method. The sample was determined through purposive sampling, involving 100 active commentators on @pandawaragroup's Instagram video on the specified date. Data were collected using an online questionnaire that had passed validity and reliability tests, then analyzed with simple linear regression to measure the relationship between variables. The normality test ensures that the data is normally distributed. Linearity testing confirmed a linear relationship pattern, and regression analysis confirmed the acceptance of the alternative hypothesis (Ha), rejecting the null hypothesis (Ho). The coefficient of determination explains that social media exposure is capable of explaining a large part of the variation in respondents' gotong royong attitudes. The higher the level of audience exposure, the greater their tendency to demonstrate gotong royong in thought, feeling, and action. Thus, this research concludes that social media, particularly Instagram @pandawaragroup, plays an essential role in promoting and strengthening values of togetherness and social solidarity. As a suggestion, social media needs to be continuously optimized as a medium for positive character formation, and future research can explore other factors. Keywords: Attitude, Mutual Cooperation, Social Media Exposure, Quantitative Study

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Dini Safitri, S.Sos., M.Si. ; 2). Nada Arina Romli, M.I.Kom.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Shamira Nadja Gani .
Date Deposited:	08 Aug 2025 01:25
Last Modified:	08 Aug 2025 01:25
URI:	http://repository.unj.ac.id/id/eprint/58468

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