Pengaruh agnes monica sebagai opinion leader dalam menyampaikan pesan pada account twitter –nya terhadap persepsi, sikap, dan tingkah laku di kalangan nezindaclub

Praharsa, David Dwi (2013) Pengaruh agnes monica sebagai opinion leader dalam menyampaikan pesan pada account twitter –nya terhadap persepsi, sikap, dan tingkah laku di kalangan nezindaclub. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Agnes Monica merupakan artis dengan jumlah followers twitter terbanyak di Indonesia. Jumlah tersebut menjadikannya sebagai sosok opinion leader di kalangan fans nya yang disebut NEZindaclub. Penelitian ini ingin melihat bagaimana dampak tweet yang disampaikan Agnes Monica dalam account twitter pribadinya terhadap persepsi, sikap, dan tingkah laku dari para NEZindaclub. Teori yang digunakan dalam penelitian ini Two Step Flow Communication, sedangkan pendekatannya adalah kuantitatif survei. Sampel responden melibatkan 220 orang yang diambil secara convenience sampling dari populasi 600 anggota NEZindaclub. Skala jawaban Likert digunakan untuk menghitung instrumen kuesioner yang disebar. Tingkat signifikansi penelitian adalah 5% (0,05). Perhitungan statistik dilakukan dengan menggunakan program SPSS. Hasil penelitian menunjukkan bahwa Agnes Monica sebagai opinion leader di kalangan NEZindaclub mempunyai pengaruh yang signifikan terhadap persepsi, sikap dan tingkah laku para pengikutnya. Hal ini ditunjukkan oleh Pearson Correlation sebesar 0,992 untuk variabel persepsi, sebesar 0,991 untuk variabel sikap dan sebesar 0,986 untuk variabel perilaku. / Agnes Monica is an artist who has a twitter account the most twitter followers in Indonesia. That number has allowed her to become an opinion leader in her community of fans called NEZindaclub. This research aims to see just how Agnes Monica’s tweets from her personal account influences the perception, attitude and behavior of NEZindaclub members. The theory used in this research is Two Step Flow Communication, while the approach used is quantitative survey. The sample respondents involve 220 people in total that was collected through convenience sampling from a population of 600 NEZindaclub members. Likert answer scale was used as a calculating instrument for the questionnaires that were distributed. The degree of research significance is 5% (0,5). The calculation of statistics were made using a program called SPSS. The results of this research show that Agnes Monica as an opinion leader has a significant amount of influence upon perception, attitude, and behavior towards the NEZindaclub community members. This can be seen from Pearson Correlation with as much as 0,992 for the perception variable, 0,991 for the attitude variable and 0,986 for the behavior variable.

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