HUBUNGAN TERPAAN KONTEN DE-INFLUENCING DI MEDIA SOSIAL DENGAN MINAT BELI PRODUK BUSANA MINIMALIS

ALIA CITRA OKTAVIA, . (2025) HUBUNGAN TERPAAN KONTEN DE-INFLUENCING DI MEDIA SOSIAL DENGAN MINAT BELI PRODUK BUSANA MINIMALIS. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis hubungan terpaan konten de-influencing di media sosial dengan minat beli produk busana minimalis. Media sosial sebagai platform pertukaran informasi berperan penting dalam perkembangan tren dan perilaku konsumen. Penelitian ini menggunakan metode kuanitatif dengan pengumpulan data melalui kuisioner yang melibatkan 120 responden dengan pengambilan sampel secara purposive. Instrumen penelitian mengacu pada indikator terpaan media dari Rosengen dan indikator minat beli dari Kotler, Keller, dan Chernev. Analisis data menggunakan uji korelasi spearman rank yang menunjukkan koefisien korelasi sebesar 0,483 dengan signifikansi p = 0,000 (p<0,05), yang mengindisikan hubungan positif dan korelasi sedang antara terpaan konten de-influencing dengan minat beli busana minimalis responden. Hasil penelitian menunjukkan bahwa semakin tinggi terpaan konten de-influencing maka semakin tinggi pula minat responden terhadap busana minimalis. Terpaan konten tertinggi berada pada indikator atensi dengan persentase 68%. Minat beli tertinggi berada pada indikator awareness atau kesadaran dengan persentase sebesar 79%.***** This study aims to analyse the relationship between exposure to de-influencing content on social media and interest in purchasing minimalist fashion products. Social media, as a platform for information exchange, plays an important role in the development of trends and consumer behaviour. This study employs a quantitative method with data collection through a questionnaire involving 120 respondents selected through purposive sampling. The research instruments are based on Rosengen's media exposure indicators and Kotler, Keller, and Chernev's purchase interest indicators. Data analysis using Spearman's rank correlation test showed a correlation coefficient of 0.483 with significance p = 0.000 (p<0.05), indicating a positive relationship and moderate correlation between exposure to de-influencing content and respondents' interest in purchasing minimalist fashion. The research findings indicate that the higher the exposure to de-influencing content, the higher the respondents' interest in minimalist fashion. The highest content exposure was on the attention indicator with a percentage of 68%. The highest purchase interest was on the awareness indicator with a percentage of 79%.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Phil. Yeni Sesnawati, S.Pd., M.T. ; 2). Esty Nurbaity Arrsyi, S.Pd., M.KM.
Subjects:	Ilmu Sosial > Komunikasi Desain Kostum, Tata Busana > Tata Busana
Divisions:	FT > S1 Pendidikan Tata Busana
Depositing User:	Alia Citra Oktavia .
Date Deposited:	08 Aug 2025 02:35
Last Modified:	08 Aug 2025 02:35
URI:	http://repository.unj.ac.id/id/eprint/58857

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