Pengaruh Pesan Persuasif (@Raymondchins) Terhadap Kesadaran Finansial Pengikut Tiktok (@Raymondchins)

Aquilire, Theresia Vada (2024) Pengaruh Pesan Persuasif (@Raymondchins) Terhadap Kesadaran Finansial Pengikut Tiktok (@Raymondchins). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pesan persuasif merupakan bagian dari komunikasi persuasif dimana sebuah pesan digunakan untuk mempengaruhi cara berpikir seseorang. Media yang dapat digunakan untuk menyalurkan pesan persuasif adalah melalui Tiktok dimana seseorang dapat menyampaikan pesan persuasif melalui konten-konten yang disampaikan untuk dapat mempengaruhi cara berpikir seseorang. Penelitian ini meneliti pesan persuasif Raymond Chin yang disebarkan melalui video Tiktok, Raymond Chin merupakan content creator yang memenangkan Tiktok award 2023 untuk Learning & Education. Raymond Chin sendiri memfokuskan pesan persuasif nya dibidang literasi finansial yang secara khusus sering membahas edukasi finansial. Sehingga penelitian ini akan secara khusus melihat pengaruh pesan persuasif Raymond Chin terhadap Kesadaran finansial pengikut Tiktok Raymond Chin. Dalam mengukur kesadaran finansial penelitian ini akan menggunakan teori Elaboration Likelihood Model untuk melihat proses berpikir seseorang dalam menerima pesan persuasif hingga akhir nya dapat terpengaruh. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian survey korelasional, dengan mengumpulkan data penelitian berupa google forms yang disebarkan kepada pengikut Tiktok Raymond Chins. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh dari variabel pesan persuasif @Raymondchin sebesar 35,1% terhadap variabel kesadaran finansial pengikut Tiktok @Raymondchin dilihat dari setiap penambahan nilai pesan persuasif @Raymondchin sebesar 1%, maka nilai kesadaran finansial pengikut tiktok @Raymondchin juga bertambah sebesar 0,706./ Persuasive messages are part of persuasive communication where a message can be used to influence individuals or a groups way of thinkink. One of the media for persuasive messages is through social media known as Tiktok where someone can convey a persuasive message through the content they create and post. This research will examine Raymond Chin's persuasive message which is spread through Tiktok. Raymond Chin is a content creator who won the 2023 Tiktok award for Learning & Education and focuses his persuasive messages in financial literacy. Therefore, this research will specifically look at the influence of Raymond Chin's persuasive messages on the financial awareness of Raymond Chin's Tiktok followers. Where to measure financial awareness, this research will use the Elaboration Likelihood Model theory to see how a person's thought process in receiving a persuasive message can ultimately be influenced. This research uses a quantitative approach with a correlational survey research method, by collecting research data through Google forms which were distributed to 140 TikTok followers of Raymond Chins. The results of this research show there is an influence of 35.1% of the persuasive message of Tiktok @Raymondchin on the financial awareness of Tiktok followers of @Raymondchin seen from every 1% increase in the value of @Raymondchin persuasive message, the financial awareness value of @Raymondchin Tiktok followers also increases of 0.076.

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