PENGARUH TERPAAN KONTEN AKUN INSTAGRAM @SKINTIFICID TERHADAP PERUBAHAN PERILAKU KONSUMTIF GENERASI Z (STUDI PADA FOLLOWERS AKUN INSTAGRAM @SKINTIFICID)

Nur Fatin Febrianty, . (2025) PENGARUH TERPAAN KONTEN AKUN INSTAGRAM @SKINTIFICID TERHADAP PERUBAHAN PERILAKU KONSUMTIF GENERASI Z (STUDI PADA FOLLOWERS AKUN INSTAGRAM @SKINTIFICID). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the influence of Instagram content exposure from @skintificid on the consumptive behavior of Generation Z. The research employed a quantitative approach using a survey method involving 100 respondents, aged 18–22 years, who follow the @skintificid Instagram account. Data were analyzed using Pearson correlation, simple linear regression, t-test, and coefficient of determination. The results indicate a positive and significant relationship between content exposure and consumptive behavior, with a correlation coefficient of 0.523 (p < 0.05), categorized as a moderate relationship. The regression equation obtained is Y = 20.415 + 0.358X, meaning each one-unit increase in content exposure raises the consumptive behavior score by 0.358 points. The t-test shows that t-value (6.070) exceeds t-table (1.660), confirming a statistically significant effect. The coefficient of determination (R²) of 0.273 reveals that 27.3% of the variance in Generation Z’s consumptive behavior is explained by Instagram content exposure, while the remaining 72.7% is influenced by other factors beyond this model. These findings support the Attitude Change Theory, suggesting that persuasive and engaging content exposure can shape audiences’ attitudes and drive their consumptive behavior.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010411203] [Pembimbing: Chairun Nisa Zempi] [Penguji 1: Damayanti] [Penguji 2: Putrawan Yuliandri]
Uncontrolled Keywords: Content Exposure, Consumptive Behavior, Generation Z, Skintific
Subjects: H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: NUR FATIN FEBRIANTY
Date Deposited: 20 Aug 2025 01:58
Last Modified: 20 Aug 2025 06:53
URI: http://repository.upnvj.ac.id/id/eprint/39264

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