Ekplorasi faktor yang memengaruhi kecanduan media sosial: studi kasus youtube shorts

Marlie, Fransiskus Advendtius (2022) Ekplorasi faktor yang memengaruhi kecanduan media sosial: studi kasus youtube shorts. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

YouTube Shorts adalah salah satu platform YouTube yang menggunakan konsep video pendek. Media sosial dengan platform video pendek telah menjadi sangat popular di tahun terakhir. Namun, tentu saja penggunaan yang berlebihan dari platform ini dapat mendorong perilaku kecanduan bagi individu tertentu. Tugas akhir ini menggabungkan socio-technical approach, Attachment teory, dan Personality Traits untuk membangun kerangka yang berfungsi untuk meneliti faktor yang memengaruhi kecanduan media sosial YouTube Shorts. Tugas akhir ini mengumpulkan data dengan mendistribusikan kuesioner dan menggunakan metode purposive sampling. Terdapat 360 responden yang diperoleh untuk menguji hipotesis. Hipotesis diuji dengan data deskriptif analisis yang dihasilkan dengan menggunakan SPSS dan PLS-SEM. Hasil yang didapat dari pengujian hipotesis tugas akhir ini adalah menguatkan factor isolasi sosial yang berhubungan positif dengan interpersonal Attachment dan algoritma teknologi rekomendasi berhubungan positif dengan site Attachment. Lalu, kualitas video dan kecemasan interaksi sosial tidak memiliki hubungan yang signifikan terhadap keterikatan. Keterikatan interpersonal dan keterikatan situs memiliki pengaruh positif yang signifikan terhadap kecanduan YouTube Shorts. Selain itu, neurotisisme secara positif memoderasi pengaruh isolasi social terhadap keterikatan interpersonal. Flow Experience juga memiliki hubungan positif terhadap kecanduan YouTube Shorts. /YouTube Shorts is one of the YouTube platforms that uses the concept of short�form videos. Social media with short video platforms have become very popular in recent years. However, of course, excessive use of these platforms can encourage addictive behavior for certain individuals. This final project combines the Socio-Technical Approach, Attachment theory, and Personality Traits to build a framework that examines the factors that influence YouTube Shorts Addiction. This final project collects data by distributing questionnaires and using purposive sampling method. There were 360 respondents obtained to test the hypothesis. The hypothesis was tested with descriptive analysis data generated using SPSS and PLS-SEM. The result of testing the hypothesis is that strengthening Social Isolation is positively related to Interpersonal Attachment and Algorithms and Technology Recommendation are positively related to Attachment, but Video Quality and Social Interaction Anxiety do not have a significant relationship to Attachment. Interpersonal Attachment and Site Attachment have a significant positive influence on YouTube Shorts Addiction. In addition, Neuroticism positively moderates the effect of Social Isolation on Interpersonal Attachment. Flow Experience also has a positive relationship to YouTube Shorts Addiction.

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