PENGARUH TERPAAN KONTEN MEDIA SOSIAL AKUN INSTAGRAM @evtessia TERHADAP SELF-ESTEEM GEN Z

ADELINA MARIANA SIREGAR, . (2026) PENGARUH TERPAAN KONTEN MEDIA SOSIAL AKUN INSTAGRAM @evtessia TERHADAP SELF-ESTEEM GEN Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penggunaan media sosial yang menampilkan citra kehidupan sempurna dan estetik terutama Instagram, sering kali memicu social comparison yang mempengaruhi self-esteem pengguna. Konten yang berfokus pada motivasi, dan pengembangan diri, hadir sebagai penyeimbang dalam melawan pengaruh negatif seperti social–comparison yang mempengaruhi self-esteem. Kajian ini bertujuan untuk mengetahui pengaruh terpaan konten media sosial akun Instagram @evtessia terhadap self-esteem Gen Z. Teori pada penelitian ini menggunakan Uses and Gratifications Theory. Adapun variabel bebas (X) penelitian ini yaitu Terpaan Konten dengan empat dimensi sebagai berikut : Terpaan fisik (Physical exposure, Terpaan perseptual (Perceptual exposure), Terpaan psikologis (Psychological exposure), dan Perhatian (Attention). Sementara variabel terikat (Y) adalah Self-esteem dengan dua dimensi yaitu, self competence, dan self-liking. Pendekatan pada penelitian ini adalah pendekatan kuantitatif dengan metode survei melalui kuesioner, yang disebar menggunakan Google form. Teknik pengambilan sampel pada kajian ini yaitu purposive sampling. Penelitian ini dianalisis dengan analisis univariat dan bivariat dengan uji normalitas, uji linearitas, uji regresi linear sederhana dan uji t yang memastikan bahwa H0 ditolak dan menerima Ha. Serta uji koefisien determinasi yang menunjukkan besarnya pengaruh terpaan konten. Hasil penelitian menunjukkan, terpaan konten media sosial Instagram @evtessia mengindikasikan bahwa aspek perhatian (attention) merupakan aspek yang mempengaruhi terjadinya terpaan konten, artinya konten @evtessia mampu menarik perhatian audiens sehingga audiens terpapar oleh konten yang ditampilkan. Selanjutnya self-esteem Gen Z menunjukkan bahwa kondisi self-esteem yang positif dengan nilai self liking dan self-competence yang hampir sama. Hasil uji regresi mengindikasikan setiap peningkatan nilai terpaan kontern , makanya nilai self-esteem juga ikut meningkat. Hal ini juga dibuktikan oleh hasil uji koefisien determinasi yang mengindikasikan terpaan konten media sosial Instagram @evtessia terdapat pengaruh yang positif dan signifikan terhadap self-esteem gen Z. Konten @evtessia berperan sebagai sumber afirmasi, refleksi diri membentuk cara individu memandang dirinya. Berdasarkan hasil penelitian ini menjelaskan bahwa pengaruh terpaan konten pada penelitian ini tidak hanya dipengaruhi oleh aspek terpaan fisik seperti intensitas penggunaan media sosial, namun aspek perhatian, kualitas pesan yang bermakna dan menyentuh aspek psikologis berperan penting dalam pengembangan diri dan membentuk self-esteem yang positif bagi audiens. Oleh karena itu, disarankan untuk terus meningkatkan kualitas pesan yang bermakna dan menyentuh aspek emosional. Penelitian selanjutnya disarankan untuk memperluas cakupan penelitian yang mungkin mempengaruhi self-esteem. Kata Kunci : Terpaan Konten, Media Sosial, Instagram , Self-Esteem ***** The use of social media that displays the image of perfect life and aesthetics, especially Instagram, often triggers social-comparison that affects users' self-esteem. Content that focuses on motivation, and self development, is present as a counterweight in countering negative influences such as social-comparison that affect self-esteem. This study aims to determine the influence of exposure to social media content on Instagram accounts @evtessia on the self-esteem of Gen Z. The theory in this study uses the Uses and Gratifications Theory. The independent variable (X) of this study is Content Exposure with the following four dimensions: Physical exposure, Perceptual exposure, Psychological exposure, and Attention. While the bound variable (Y) is self-esteem with two dimensions, namely, self-competence, and self-liking. The approach in this study is a quantitative approach with a survey method through questionnaires, which is distributed using Google forms. The sampling technique in this study is purposive sampling. This study was analyzed by univariate and bivariate analysis with normality tests, linearity tests, simple linear regression tests and t-tests that ensured that H0 was rejected and accepted Ha. As well as a determination coefficient test that shows the magnitude of the influence of content exposure. The results of the study show that exposure to Instagram social media content @evtessia indicates that the attention aspect is an aspect that affects the occurrence of content exposure, meaning that @evtessia content is able to attract the attention of the audience so that the audience is exposed to the content displayed. Furthermore, Gen Z's self-esteem shows that the condition of positive self-esteem with almost the same self-liking and self-competence values. The results of the regression test indicated that every increase in the value of exposure to the condition, so the value of self-esteem also increased. This is also evidenced by the results of the determination coefficient test which indicates that exposure to Instagram social media content @evtessia there is a positive and significant influence on the self-esteem of Gen Z. Content @evtessia plays a role as a source of affirmation, self-reflection shapes the way individuals view themselves. Based on the results of this study, it is explained that the influence of content exposure in this study is not only influenced by physical aspects such as the intensity of social media use, but also attention aspects, the quality of meaningful messages and touching psychological aspects play an important role in self-development and forming self-esteem that is positive for the audience. Therefore, it is recommended to continue to improve the quality of messages that are meaningful and touch on the emotional aspect. Further research is suggested to expand the scope of research that may affect self-esteem. Keywords: Content Exposure, Social Media, Instagram , Self-Esteem

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Vera Wijayanti Sutjipto, S.Sos., M.Si. ; 2). Dr. Dini Safitri, S.Sos., M.Si.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Users 34219 not found.
Date Deposited:	28 Jul 2026 06:06
Last Modified:	28 Jul 2026 06:06
URI:	http://repository.unj.ac.id/id/eprint/67439

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