PENGARUH GENDER EQUALITY DAN WOMEN EMPOWERMENT TERHADAP PERSEPSI PENGIKUT AKUN TIKTOK @Jazzybaby99 DAN @Jasminewiljono

Aura islami Santosa, . (2025) PENGARUH GENDER EQUALITY DAN WOMEN EMPOWERMENT TERHADAP PERSEPSI PENGIKUT AKUN TIKTOK @Jazzybaby99 DAN @Jasminewiljono. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to examine the influence of gender equality and women empowerment on the perceptions of TikTok followers of @Jazzybaby99 and @Jasminewiljono. A descriptive quantitative approach employing multiple linear regression analysis was used to test primary data collected via a Likert-scale questionnaire administered to 95 Generation Z respondents, selected through purposive sampling based on their exposure to content by influencers @Jazzybaby99 and @Jasminewiljono. The instrument’s validity and reliability were assessed prior to analysis, followed by stages of data collection, data reduction, data presentation, and result verification. The findings reveal that the gender equality variable (X₁) exerts a positive and significant effect, and women empowerment (X₂) also demonstrates a positive and significant effect on Generation Z’s perceptions, with a coefficient of determination (R²) of 90.8%. These findings suggest that Generation Z actively uses social media platforms like TikTok to fulfill their needs for information, emotional engagement, and social identity formation through content related to gender justice. Thus, TikTok serves as an effective medium for helping young audiences shape their social perceptions based on personally relevant and consciously chosen values.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 2110411271] [Pembimbing : Ayu Wardani] [Penguji 1 : Rini riyantini] [Penguji 2 : Rizkiya Ayu Maulida]
Uncontrolled Keywords: Gender equality, women empowerment, Generation Z perceptions, TikTok.
Subjects: H Social Sciences > HM Sociology
H Social Sciences > HQ The family. Marriage. Woman
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: AURA ISLAMI SANTOSA
Date Deposited: 09 Sep 2025 06:46
Last Modified: 09 Sep 2025 06:46
URI: http://repository.upnvj.ac.id/id/eprint/40210

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