PENGARUH TERPAAN KONTEN MEDIA SOSIAL INSTAGRAM @VOLUNTRIP.KITABISA TERHADAP KEPUTUSAN BERPARTISIPASI GENERASI Z : (Studi Pada Followers Instagram @Voluntrip.Kitabisa)

Naqid Diya Madinah Muntaha, . (2024) PENGARUH TERPAAN KONTEN MEDIA SOSIAL INSTAGRAM @VOLUNTRIP.KITABISA TERHADAP KEPUTUSAN BERPARTISIPASI GENERASI Z : (Studi Pada Followers Instagram @Voluntrip.Kitabisa). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Instagram social media provides a lot of information, one of which is information about social activities, but with this abundance of information, generation Z still cares less and is less involved in social activities. Voluntrip by Kitabisa is present as a community that holds social activities using social media as a promotional platform. This research aims to determine the influence of exposure to social media content Instagram @voluntrip.kitabisa on generation Z participation decisions. The theory used in this research is Activation Theory of Information Exposure (messages that are new, creative, emotionally charged and physically arousing as a source stimulation for the audience can influence the audience's attitudes). This research method is quantitative with a survey method by taking the population of Instagram followers @voluntrip.kitabisa. The sampling technique used was non-probability sampling with a purposive sampling method. The criteria for selecting respondents include followers of @voluntrip.kitabisa, generation Z aged 18-24 years, and have participated in the Voluntrip program. The sample in this study was 100 respondents from the Taro Yamane formula. The research results showed that 64.6 percent of generation Z participation decisions were influenced by exposure to social media content on Instagram @voluntrip.kitabisa and the remaining 35.4 percent were influenced by other factors outside this research. The highest dimension of this research is Utilitarianism with an index value of 87.33 percent and Post-Decision Making with an index value of 87.75 percent. The lowest dimension is Engagement with an index value of 79.43 percent and Alternative Evaluation of 77.33 percent. The results of the hypothesis test show that the greater the exposure to Instagram social media content @voluntrip.kitabisa, the higher the decision to participate in generation Z.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2010411165] [Pembimbing: Anindita Lintangdesi Afriani] [Penguji 1: Ana Kuswanti] [Penguji 2: Windhiadi Yoga Sembada]
Uncontrolled Keywords: Social Activities, Decision to Participate, Social Media Instagram, Media Exposure
Subjects: H Social Sciences > H Social Sciences (General)
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: NAQID DIYA MADINAH MUNTAHA
Date Deposited: 30 Aug 2024 08:38
Last Modified: 30 Sep 2024 02:14
URI: http://repository.upnvj.ac.id/id/eprint/32681

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