Credibility of forwarded messages regarding health issues in whatsapp groups as perceived by millenial users = Kredibilitas pesan mengenai masalah-masalah kesehatan yang diteruskan di grup whatsapp menurut persepsi pengguna milenial

Salim, Mary Chelsea (2018) Credibility of forwarded messages regarding health issues in whatsapp groups as perceived by millenial users = Kredibilitas pesan mengenai masalah-masalah kesehatan yang diteruskan di grup whatsapp menurut persepsi pengguna milenial. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Generasi milenial berusia 20 sampai 35 tahun kini mendominasi konsumsi internet di Indonesia dan generasi ini aktif dalam chatting melalui aplikasi mobile messenger, terutama WhatsApp. Namun, kebiasaan ini juga diikuti karakteristik khusus yang meningkatkan kemungkinan para milenial untuk mempercayai dan meneruskan pesan dengan berbagai tingkat kredibilitas. Penelitian ini bertujuan mengetahui bagaimana pengguna milenial mempersepsikan kredibilitas pesan kesehatan yang diteruskan di grup WhatsApp. Penelitian ini didasari oleh Model Kemungkinan Elaborasi dan dengan demikian, juga berusaha membuktikan asumsi serta pengembangan teori tersebut dalam lingkup kredibilitas pesan. Berdasarkan ulasan literatur yang telah ada, hipotesis mengenai hubungan antara kualitas informasi dan persuasi dari tanda-tanda periferal pesan dengan persepsi kredibilitas yang dimoderasi oleh literasi media dapat dibuat. Penelitian ini menggunakan metode survei untuk pengumpulan data dan analisis jalur untuk menganalisanya. Penelitian ini menemukan bahwa literasi media tidak memiliki efek moderasi dan persuasi dari tanda-tanda peripheral mempengaruhi persepsi kredibilitas lebih daripada kualitas informasi tanpa efek moderasi tersebut. Penelitian ini juga menemukan bahwa generasi milenial mempersepsikan pesan kesehatan yang diteruskan di grup WhatsApp sebagai pesan dengan kredibilitas rendah. Masih ada faktor-faktor lain yang mempengaruhi persepsi tersebut di luar model ini yang menunjukkan perlunya penelitian lebih lanjut mengenai topik yang sama. / Millennials aged 20 to 35 now dominate internet consumption in Indonesia and this generation is highly active in chatting through mobile messenger applications, especially through WhatsApp. However, this habit is coupled with characteristics which increases the likelihood of millennials to believe in and share messages with various levels of credibility. The research aims to investigate how millennial users perceive the credibility of forwarded messages about health in WhatsApp groups. The research is centered on Elaboration Likelihood Model and subsequently also attempts to prove theory’s assumptions and development in researches about credibility. Upon reviewing these, a relationship between information quality and persuasiveness of simple cues with perceived credibility moderated by media literacy is hypothesized. The research uses the survey method to collect data and path analysis to analyze it. The research found that media literacy has no moderating effect and persuasiveness of simple cues affect perceived credibility more than information quality in its absence, which is consistent with the Elaboration Likelihood Model. Further, the research discovered that millennials perceive messages about health forwarded in WhatsApp groups as having low credibility. There are still other factors which impact this perception outside this model which calls for further research on the topic.

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