GAYA HIDUP KONSUMTIF AKIBAT TREN CELEBRITY ENDORSEMENT DI MEDIA SOSIAL INSTAGRAM (STUDI KASUS: MAHASISWI PENDIDIKAN IPS 2016 UNIVERSITAS NEGERI JAKARTA)

AYU PUTRI NOVIANI, . (2020) GAYA HIDUP KONSUMTIF AKIBAT TREN CELEBRITY ENDORSEMENT DI MEDIA SOSIAL INSTAGRAM (STUDI KASUS: MAHASISWI PENDIDIKAN IPS 2016 UNIVERSITAS NEGERI JAKARTA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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01 COVER (4915163898).pdf
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02 ABSTRAK.pdf
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03 LEMBAR PENGESAHAN SKRIPSI.pdf
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04 LEMBAR PERNYATAAN ORISINALITAS.pdf
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05 LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI.pdf
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06 KATA PENGANTAR.pdf
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07 DAFTAR ISI.pdf
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12 DAFTAR PUSTAKA.pdf
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14 RIWAYAT HIDUP.pdf
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Abstract

Penelitian ini bertujuan untuk mengetahui bentuk dari tren celebrity endorsement dikalangan mahasiswi Pendidikan IPS 2016 Universitas Negeri Jakarta, serta untuk mengetahui faktor – faktor yang menyebabkan gaya hidup konsumtif akibat tren celebrity endorsement pada mahasiswi Pendidikan IPS 2016 Universitas Negeri Jakarta. Penelitian ini menggunakan metode kualitatif. Teknik pengumpulan data yang dilakukan yaitu observasi, wawancara, studi kepustakaan, dan dokumentasi. Data yang terkumpul diperiksa dengan menggunakan teknik perpanjangan pengamatan, peningkatan ketekunan pengamatan dan triangulasi. Analisis data yang digunakan dalam mengolah data terdiri dari reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian yang dilakukan terhadap 6 mahasiswi Pendidikan IPS 2016 Universitas Negeri Jakarta menunjukkan bahwa bentuk dari tren celebrity endorsement dengan cara mengikuti (follow) akun para selebriti ataupun influencer di media sosial Instagram, menggunakan fitur Instagram story dan upload foto produk di feed Instagram. Kemudian, terdapat faktor internal berupa motivasi, keadaan ekonomi, dan gaya hidup, serta faktor eksternal berupa keluarga dan kelompok pertemanan yang dapat membentuk gaya hidup konsumtif akibat tren celebrity endorsement pada mahasiswi Pendidikan IPS 2016 Universitas Negeri Jakarta. This research aims to identify a form of celebrity endorsement trend among Social Sciences Education students 2016 in State University of Jakarta, and also explain factors that cause a consumtive lifestyle due to celebrity endorsement trend in Social Sciences Education students 2016. This research uses a qualitative method. Some data collection tehniques are carried out, namely observation, interviews, library research, and documentation. The collected data was examined using the extension observation technique, increased observation persistence and triangulation. Analysis of data used in processing data consists of data reduction, data presentation, and conclusion drawing. The results of this research conducted on 6 students of Social Sciences Education students 2016 in State University of Jakarta show that forms of celebrity endorsement trend are following celebrities accounts or influencer on social media Instagram, using Instagram story feature and uploading pictures of the product on Instagram feed. Then, there are some internal factors, they are motivation, economic situation, and lifestyle. There are also some external factors, they are family and friendship group which can trigger the consumptive lifestyle due to celebrity endorsement trend in Social Sciences Education students 2016 in State University of Jakarta.

Item Type: Thesis (Sarjana)
Additional Information: 1). Martini, S.H., M.H ; 2). Nandi Kurniawan, M.Si
Subjects: Ilmu Sosial > Kondisi Sosial,Masalah Sosial,Reformasi Sosial
Divisions: FIS > S1 Pendidikan IPS
Depositing User: Users 4236 not found.
Date Deposited: 25 Aug 2020 20:18
Last Modified: 25 Aug 2020 20:18
URI: http://repository.unj.ac.id/id/eprint/8664

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