PENGARUH TERPAAN VIDEO KONTEN TIKTOK @RANIAAYAMIN TERHADAP PERILAKU IMITASI FOLLOWERS DALAM GAYA BERPAKAIAN

Hayunisa, Sang Fatma (2024) PENGARUH TERPAAN VIDEO KONTEN TIKTOK @RANIAAYAMIN TERHADAP PERILAKU IMITASI FOLLOWERS DALAM GAYA BERPAKAIAN. Other thesis, UPN Veteran Yogyakarta.

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Abstract

xvi
ABSTRAK
Media sosial sebuah wadah dan sarana untuk memudahkan individu dalam
melakukan kegiatan interaksi sosial dan komunikasi dua arah. Salah satunya media
sosial TikTok yang merupakan media sosial dengan berbagai jenis konten seperti
tutorial make up, fashion and style,tips and trick, dsb. Dengan keanekaragaman
konten membuat khalayak tertarik kepada media sosial TikTok, terutama dalam
fashion hingga menjadi media tempat mencari inspirasi. Dengan berbagai macam
budaya fashion saat ini, yang informasinya sangat mudah didapatkan melalui media
sosial terutama TikTok, peneliti tertarik untuk meneliti video konten TikTok
@raniaayamin dalam mengenalkan style fashion nya yaitu “berkain dan
berkebaya”. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh
terpaan video konten TikTok @raniaayamin terhadap perilaku imitasi followers
dalam gaya berpakaian. Penelitian ini merupakan penelitian kuantitatif dengan
metode survei dengan analisis regresi sederhana, dan menggunakan teori uses and
effect. Penelitian ini dilakukan kepada 100 responden yang merupakan followers
akun TikTok @raniaayamin. Hasil penelitian menunjukan bahwa variabel terpaan
video konten TikTok @raniaayamin berpengaruh sebesar 42% terhadap perilaku
imitasi followers dalam gaya berpakaian dan sisanya 58% dipengaruhi oleh faktor
lain yang tidak diteliti. Hasil analisis hubungan antara kedua variabel bersifat searah
dan terdapat pengaruh yang signifikan antara terpaan video konten TikTok
@raniayamin dengan perilaku imitasi followers dalam gaya berpakaian. Hal ini
sesuai dengan hasil uji regresi dan nilai signifikansi 0,000 yang kurang dari 0,05
sehingga diketahui bahwa Ha diterima dan Ho ditolak.
Kata Kunci: Media Sosial, TikTok, Terpaan Media, Perilaku Imitasi
xvii
ABSTRACT
Social media is a means to make it easier for individuals to carry out social
interaction activities and two-way communication. One of them is TikTok, which
is a social media with various types of content such as make-up tutorials, fashion
and style, tips and tricks, etc. With the diversity of content, audiences are interested
in TikTok social media, especially in fashion so that it becomes a media place to
find inspiration. With the diversity of content, audiences are attracted to TikTok
social media, especially in fashion so it becomes a media place to find inspiration.
With a variety of fashion cultures today, whose information is very easily obtained
through social media, especially TikTok, researchers are interested in examining
@raniaayamin's TikTok video content in introducing her fashion style "berkain and
berkebaya". This study aims to determine how much influence the exposure of
TikTok @raniaayamin video content has on followers' imitation behavior in
dressing style. This research is quantitative research with a survey method with
simple regression analysis and uses and effect theory. This research was
conducted on 100 respondents who are followers of the TikTok @raniaayamin
account. The results showed that the variable exposure to TikTok @raniaayamin
video content had an effect of 42% on followers' imitation behavior in dressing
style and the remaining 58% was influenced by other factors not examined.
The results of the analysis of the relationship between the two variables are
unidirectional and there is a significant influence between exposure to
@raniayamin's TikTok video content and followers' imitation behavior in dressing
style. This is by the regression test results and a significance value of 0.000 which is
less than 0.05 so it is known that Ha is accepted and Ho is rejected.
Keywords: Social Media, TikTok, Media Exposure, Imitation Behavior

Item Type: Thesis (Other)
Uncontrolled Keywords: Social Media, TikTok, Media Exposure, Imitation Behavior
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Eko Yuli
Date Deposited: 03 Jul 2024 02:11
Last Modified: 03 Jul 2024 02:11
URI: http://eprints.upnyk.ac.id/id/eprint/40076

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