Pengaruh paparan konten media terhadap pengambilan keputusan childfree (studi kasus dalam media post instagram @childfreelife.id)

Wijaya, Patricia Karina (2022) Pengaruh paparan konten media terhadap pengambilan keputusan childfree (studi kasus dalam media post instagram @childfreelife.id). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan gaya hidup untuk tidak memiliki anak (childfree) menjadi fenomena yang terus berkembang. Dalam halnya paparan konten, terdapat lima jenis pemenuhan kebutuhan dalam media massa menurut Uses & Gratification Theory berupa Cognitive, Affective, Personal Integrative, Social Integrative, dan Tension Release Needs. Pemenuhan kebutuhan memengaruhi pengambilan keputusan sehingga penelitian ini akan melihat pengaruh paparan konten terhadap pengambilan keputusan childfree dengan variabel tambahan berupa usia, gender, kelas sosial dan agama. Komunitas childfree pada Instagram @childfreelife.id memiliki populasi sebanyak 2235 pengikut. Teknik pengambilan sampel yang digunakan adalah Purposive Sampling dengan perhitungan Slovin n=96. Metodologi penelitian kuantitatif dalam penelitian ini menggunakan pengisian survey berupa kuesioner online. Pengisian kuesioner meliputi 18 butir pernyataan berskala likert dan nominal. Pengolahan data menggunakan IBM SPSS Statistics versi 28 menunjukkan data yang valid dan reliabel. Hasil dari penelitian menyimpulkan signifikansi paparan konten media terhadap pengambilan keputusan dinyatakan berpengaruh dan terikat sebesar 24%. Terdapat 2 dimensi kebutuhan yang memiliki pengaruh terkuat dalam pengambilan keputusan yaitu, Cognitive dan Personal Integrative Needs. Variabel usia, gender, kelas sosial dan agama dinyatakan tidak memiliki hubungan yang signifikan dan tidak berpengaruh terhadap pengambilan keputusan. Penelitian lanjutan diharapkan dapat melakukan pengukuran variabel yang lebih mendalam untuk mendapatkan hasil yang lebih merepresentasikan variabel terikat dengan keputusan childfree maupun paparan konten./The development of a lifestyle not to have children (childfree) phenomenon is growing by time. In terms of content exposure, there are five needs categories in mass media according to Uses & Gratification Theory in the form of Cognitive, Affective, Personal Integrative, Social Integrative, and Tension Release Needs. The fulfillment of these needs affects decision making, so this research will look at the effect of content exposure on childfree decision making with additional variable such as age, gender, social class and religion. The childfree community on Instagram @childfreelife.id has a population of 2235 followers. The sampling technique used is Purposive Sampling with Slovin value n = 96. The quantitative research methodology in this study uses survey strategy in the form of an online questionnaire. The questionnaire includes 18 items of Likert and Nominal scale statements. Data processing using IBM SPSS Statistics version 28 shows valid and reliable data. The results of the study concluded that the significance of exposure to media content on decision making was declared influential and bound by 24%. There are 2 dimensions of needs that have the strongest influence on decision making, namely, Cognitive and Personal Integrative Needs. Variables such as age, gender, social class and religion were stated to have no significant relationship and had no effect on decision making. Further research is expected to be able to carry out more in-depth variable measurements to get results that are more representative of the dependent variable with childfree decisions and content exposure.

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