Pengaruh key opinion leader dalam media sosial Instagram terhadap perilaku konsumtif remaja pada produk Whitelab

Jonathan, Zefanya (2024) Pengaruh key opinion leader dalam media sosial Instagram terhadap perilaku konsumtif remaja pada produk Whitelab. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (580kB) | Preview
Preview	Text (Abstract) Abstract.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (486kB) | Preview
Preview	Text (ToC) ToC.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (713kB) | Preview
Preview	Text (Chapter1) Chapter1.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (715kB) | Preview
	Text (Chapter2) Chapter2.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (744kB)
	Text (Chapter3) Chapter3.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (635kB)
	Text (Chapter4) Chapter4.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (654kB)
	Text (Chapter5) Chapter5.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (603kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (591kB) | Preview
	Text (Appendices) Appendices.pdf.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (13MB)

Abstract

Seiring dengan meningkatnya globalisasi, internet sudah menjadi hal yang lumrah. Banyak media sosial yang muncul sebagai hasil dari perkembangan internet seiring dengan kemajuan teknologi informasi dan komunikasi. lalu terdapat adanya fenomena yang memiliki istilah influencer yang kerap disebut dengan Key Opinion Leader (KOL). KOL memiliki keahlian dibidang tertentu sehingga KOL dapat menjangkau target audiens yang lebih spesifik. Terdapat tujuan dengan dilakukan penelitian yaitu untuk menguji apakah Key Opinion Leaders dapat mempengaruhi perilaku konsumtif remaja pada produk Whitelab, dan untuk menguji pengaruh Media Sosial terhadap perilaku konsumtif remaja pada Produk Whitelab. Dalam penelitian ini terdapat populasi yang digunakan yaitu siswa yang terdaftar di kelas 12 di SMA Jubilee. Sampel yang digunakan dalam penelitian ini yaitu sebanyak 60 siswa. Teknik pengumpulan data yang digunakan dalam penelitian yaitu terdiri dari observasi, studi pustaka, dan kuesioner. Teknik analisis data yang digunakan dalam penelitian yakni kuantitatif yang terdiri dari analisis statistik deskriptif, uji validitas, uji reliabilitas, uji autokorelasi, uji multikolinearitas, uji regresi linear berganda, uji hipotesis, dan koefisien determinasi. Hasil dari penelitian yang dilakukan menunjukan bahwasannya item pernyataan atau pertanyaan dinyatakan valid dan reliable. Hasil pengujian yang dilakukan bahwasannya Key Opinion Leader (X1) berpengaruh positif terhadap Perilaku Konsumtif Remaja (Y) pada produk Whitelab, lalu Media Sosial Instagram (X2) berpengaruh positif terhadap Perilaku Konsumtif Remaja (Y) pada produk Whitelab./Along with increasing globalization, the internet has become commonplace. Many social media have emerged as a result of the development of the internet along with advances in information and communication technology. then there is a phenomenon that has the term influencer which is often referred to as Key Opinion Leader (KOL). KOL has expertise in certain fields so that KOL can reach a more specific target audience. There are objectives in conducting research, namely to test whether Key Opinion Leaders can influence the consumptive behavior of adolescents on Whitelab Products, and to test the effect of Social Media on adolescent consumptive behavior on Whitelab Products. In this study, there is a population used, namely students enrolled in grade 12 at Jubilee High School. The sample used in this study was 60 students. The data collection techniques used in the study consisted of observation, literature study, and questionnaires. The data analysis technique used in the research is quantitative which consists of descriptive statistical analysis, validity test, reliability test, autocorrelation test, multicollinearity test, multiple linear regression test, hypothesis testing, and coefficient of determination. The results of the research conducted show that the statement items or questions are declared valid and reliable. The test results carried out show that Key Opinion Leaders (X1) have a positive effect on Teenage Consumptive Behavior (Y) on Whitelab products, then Instagram Social Media (X2) has a positive effect on Teenage Consumptive Behavior on Whitelab products.

Actions (login required)

View Item