Pengaruh konten flexing di tiktok terhadap popularitas @Vilmeijuga dan perubahan sikap pada kalangan gen z = The influence of flexing content on tiktok on the popularity of @Vilmeijuga and attitude change among generation z

Valerie, Michelle (2024) Pengaruh konten flexing di tiktok terhadap popularitas @Vilmeijuga dan perubahan sikap pada kalangan gen z = The influence of flexing content on tiktok on the popularity of @Vilmeijuga and attitude change among generation z. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini berfokus pada pengaruh konten flexing di TikTok terhadap popularitas @Vilmeijuga dan perubahan sikap pada kalangan Generasi Z. Fenomena flexing yang memamerkan kekayaan dan gaya hidup mewah telah menjadi strategi yang efektif untuk menaikkan popularitas dan pengaruh seseorang di TikTok, suatu platform media sosial yang mendominasi interaksi digital saat ini. Ini merupakan suatu kajian Ilmu Komunikasi dengan mempertimbangkan elemen-elemen komunikasi seperti sumber, pesan, medium, dan penerima. Penelitian ini menggunakan metode kuantitatif dengan desain survei berupa kuesioner google form. Populasi penelitian ini merupakan followers akun @Vilmeijuga di Tiktok dengan jumlah 40,300,0000. Dengan menggunakan rumus slovin dengan tingkat kesalahan 5%, peneliti telah mengumpulkan 400 responden dengan teknik purposive sampling. Setelah melakukan analisis data penelitian dengan menguji R-square, Q-square, F-square, dan path coefficient, hasil penelitian menunjukkan bahwa konten flexing memiliki pengaruh yang signifikan dan positif dengan popularitas @Vilmeijuga dan perubahan sikap pada kalangan Gen Z. Hal ini menunjukkan bahwa naiknya konten flexing, maka akan diikuti dengan kenaikan popularitas @Vilmeijuga dan perubahan sikap pada kalangan Gen Z./ This research focuses on the influence of flexing content on TikTok on the popularity of @Vilmeijuga and attitude change among Gen Z. The phenomenon of flexing, which showcases wealth and a luxurious lifestyle, has become an effective strategy for boosting someone's popularity and influence on TikTok, a social media platform that dominates digital interactions today. This is a study in the field of Communication Sciences, considering elements of communication such as source, message, medium, and receiver. The research employs a quantitative method with a survey design using Google Forms questionnaires. The study population consists of followers of the @Vilmeijuga account on TikTok, totaling 40,300,000. Using the Slovin's formula with a 5% margin of error, the researcher collected data from 400 respondents using purposive sampling technique. After analyzing the data by testing R-square, Q-square, F-square, and path coefficient, the results show that flexing content has a significant and positive influence on the popularity of @Vilmeijuga and attitude change among Generation Z. This indicates that an increase of flexing content is followed by an increase in both the popularity @Vilmeijuga and attitude change among Generation Z.

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