Pengaruh terpaan konten instagram @whoindonesia terhadap sikap followers pada adaptasi kebiasaan baru = The effects of @whoindonesia Instagram content exposure on followers' attitudes in new normal adaptations

Yulizah, Tria (2021) Pengaruh terpaan konten instagram @whoindonesia terhadap sikap followers pada adaptasi kebiasaan baru = The effects of @whoindonesia Instagram content exposure on followers' attitudes in new normal adaptations. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

WHO mendeklarasikan Public Health Emergency of International Concern (PHEIC) atas wabah COVID-19 pada akhir Januari 2020. Pemerintah Indonesia pun menetapkan kebijakan adaptasi kebiasaan baru melalui beberapa praktik kebiasaan berdasarkan rekomendasi dari WHO. Instagram menjadi media sosial yang dimanfaatkan WHO untuk menyajikan konten informasi berkaitan dengan penanganan COVID-19. Tujuan dari penelitian adalah untuk mengukur seberapa kuat pengaruh terpaan konten Instagram @whoindonesia terhadap sikap followers pada adaptasi kebiasaan baru. Penelitian ini menggunakan teori Uses and Gratifications, dengan metode kuantitatif survei dengan pendekatan eksplanatori. Populasi pada penelitian ini adalah followers Instagram @whoindonesia yang berjumlah 71.900, teknik penarikan sampel yang digunakan adalah Non-Probability sampling dengan pendekatan purposive sampling menggunakan perhitungan rumus Slovin dengan tingkat kesalahan 10% dan menghasilkan jumlah sampel 100 responden. Instrumen penelitian diturunkan dari dimensi variabel terpaan media dan variabel sikap, sehingga menghasilkan 12 butir pertanyaan. Teknik analisis data yang digunakan pada penelitian ini adalah regresi linear untuk mengukur seberapa kuat pengaruh terpaan konten Instagram @whoindonesia terhadap sikap followers, hasil penelitian menunjukkan pengaruh sebesar 13.5%, artinya memiliki pengaruh yang rendah atau lemah sekali. Hasil penelitian juga membantah teori Uses and Gratifications dalam penelitian ini. Penelitian selanjutnya diharapkan dapat meninjau elemen komunikasi lainnya agar dapat lebih memahami perubahan sikap secara menyeluruh / WHO declared Public Health Emergency of International Concern for COVID-19 outbreak at the end of January 2020. Indonesian government established a new normal adaptation policy based on recommendations from WHO. WHO using Instagram in order to present information content related to COVID-19 handling protocol. The purpose of this study was to measure how strong the effects of @whoindonesia Instagram content exposure on followers' attitudes in new normal adaptations. It applies the theory of Uses and Gratifications, with a survey quantitative method with an explanatory research. The population were 71,900 @whoindonesia followers, sampling technique used was Non-probability sampling with purposive sampling approach using the Slovin formula calculation with 10% error rate and yields 100 respondents. Research instrument was derived from dimensions of media exposure and attitude variable, generating 12 questions. Data analysis technique used was linear regression to measure how strong the effects of content exposure on Instagram to the attitude of followers, the result shows 13.5% effects, meaning that it has low effect or very weak. The results also disconfirmed the Uses and Gratifications theory. Future research expected to review other types of communication in order to better understand the whole attitude changes.

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