PENGARUH GAYA KOMUNIKASI KONTEN TIKTOK SALSA ERWINA TERHADAP SIKAP KESADARAN POLITIK DEWASA MUDA DI JAKARTA (STUDI KUANTITATIF PADA UNGGAHAN VIDEO @SALSAER 30 AGUSTUS 2025)

Haura Zahra Yoelianto, . (2026) PENGARUH GAYA KOMUNIKASI KONTEN TIKTOK SALSA ERWINA TERHADAP SIKAP KESADARAN POLITIK DEWASA MUDA DI JAKARTA (STUDI KUANTITATIF PADA UNGGAHAN VIDEO @SALSAER 30 AGUSTUS 2025). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Kehadiran media sosial mengubah cara dewasa muda mencari informasi politik, di tengah menurunnya kepercayaan generasi ini terhadap lembaga negara. Kondisi ini mendorong munculnya kreator konten diaspora seperti Salsa Erwina, yang dianggap mampu menyuarakan aspirasi publik melalui gaya komunikasi tegas, berani, dan terstruktur. Tingginya interaksi pada unggahan videonya tanggal 30 Agustus 2025 menunjukkan bahwa cara penyampaian pesan memengaruhi perhatian audiens. Penelitian ini bertujuan mengetahui pengaruh gaya komunikasi konten TikTok Salsa Erwina terhadap sikap kesadaran politik dewasa muda di Jakarta. Penelitian ini menggunakan teori Elaboration Likelihood Model (ELM), yang menjelaskan penerimaan pesan melalui rute sentral dan rute periferal. Variabel independen berupa gaya komunikasi diukur melalui dimensi assertive, passive, aggressive, dan passive-aggressive communication, sedangkan variabel dependen berupa sikap diukur melalui dimensi kognitif, afektif, dan behavioral. Penelitian menggunakan pendekatan kuantitatif dengan metode survei eksplanatori dan kuesioner skala Interval empat poin, yang disebarkan kepada 100 responden dewasa muda di Jakarta. menggunakan teknik purposive sampling. Data diolah menggunakan uji regresi linear sederhana yang didahului uji normalitas dan uji linearitas. Hasil penelitian menunjukkan dimensi assertive communication memperoleh nilai tertinggi pada variabel gaya komunikasi (X), sedangkan dimensi kognitif memperoleh nilai tertinggi pada variabel sikap kesadaran politik (Y). Responden cenderung terpengaruh melalui rute periferal dibandingkan rute sentral, mengingat indikator dengan nilai tertinggi adalah confident dan express feelings directly. Lebih lanjut, ditemukan pengaruh positif, linear, dan signifikan antara gaya komunikasi konten TikTok Salsa Erwina terhadap sikap kesadaran politik dewasa muda di Jakarta, yang berarti Ha diterima dan H0 ditolak: semakin tegas dan terbuka gaya komunikasi yang digunakan, semakin tinggi kesadaran politik responden. Nilai koefisien determinasi menunjukkan bahwa variabel gaya komunikasi turut berkontribusi terhadap sikap kesadaran politik, meskipun kontribusinya tergolong tidak dominan, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian ini. Kata Kunci: Komunikasi Persuasif, Gaya Komunikasi, Kesadaran Politik, Media Sosial, Sikap. **** The rise of social media has transformed the way young adults seek political information, amid this generation’s declining trust in state institutions. This situation has spurred the emergence of diaspora content creators like Salsa Erwina, who is seen as capable of voicing public aspirations through a firm, bold, and structured communication style. The high level of engagement on her video post dated August 30, 2025, demonstrates that the way a message is delivered influences audience attention. This study aims to determine the influence of Salsa Erwina’s TikTok content communication style on the political awareness attitudes of young adults in Jakarta. This study employs the Elaboration Likelihood Model (ELM), which explains message acceptance through central and peripheral processing routes. The independent variable, communication style, was measured across the dimensions of assertive, passive, aggressive, and passive-aggressive communication, while the dependent variable, attitutde, was measured across cognitive, affective, and behavioral dimensions. he study employed a quantitative approach using an explanatory survey method and a four-point interval scale questionnaire, distributed to 100 young adult respondents in Jakarta using purposive sampling. The data were analyzed using simple linear regression, preceded by normality and linearity tests. The results of the study show that the assertive communication dimension received the highest score for the communication style variable (X), while the cognitive dimension received the highest score for the attitude variable (Y). Respondents tended to be influenced through the peripheral route rather than the central route, given that the indicators with the highest scores were “confident” and “express feelings directly.” Furthermore, a positive, linear, and significant effect was found between the communication style of Salsa Erwina’s TikTok content and the political awareness attitudes of Generation Z in Jakarta, meaning that H1 is accepted and H0 is rejected: the more assertive and open the communication style used, the higher the respondents’ political awareness attitude. The value of the coefficient of determination indicates that the communication style variable contributes to political awareness, although its contribution is not significant, while the remainder is influenced by other factors outside the scope of this study. Keywords: Attitude, Communication Style, Persuasive Communication, Political Awareness, Social Media.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Vera Wijayanti Sutjipto, M.Si.
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum)
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Haura Zahra Yoelianto .
Date Deposited:	27 Aug 2026 03:34
Last Modified:	27 Aug 2026 03:34
URI:	http://repository.unj.ac.id/id/eprint/73314

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