PENGARUH KONTEN TIKTOK @SASHFIR TERHADAP GAYA BERPAKAIAN MAHASISWI FAKULTAS ILMU KOMUNIKASI UNIVERSITAS MERCU BUANA

Wulandari, Wulandari (2026) PENGARUH KONTEN TIKTOK @SASHFIR TERHADAP GAYA BERPAKAIAN MAHASISWI FAKULTAS ILMU KOMUNIKASI UNIVERSITAS MERCU BUANA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to determine and explain how @sashfir's TikTok content influences the clothing style of female students at the Faculty of Communication Sciences, Mercu Buana University, Meruya. The development of social media, especially TikTok, has made it a platform that not only functions as a means of entertainment but also as a lifestyle and fashion reference for teenagers. @sashfir's TikTok content, the independent variable in this study, is a stimulus in the form of visual messages, communication style, quality of content presentation, and the relevance of fashion content to developing trends. The dependent variable is the female students' clothing style, which shows interest, inspiration, awareness of appearance, and changes in clothing behavior after viewing TikTok content. An explanatory quantitative method was used in this study. A survey method was also used. Using a purposive sampling technique, the research sample consisted of 93 female students at the Faculty of Communication Sciences, Mercu Buana University, Meruya. The respondent criteria were followers of the @sashfir TikTok account. Data were collected through an online questionnaire. Simple linear regression analysis, correlation coefficient test, coefficient of determination (R2) test, and t-test were conducted using the SPSS version 27 program. The results showed that @sashfir's TikTok content positively and significantly influenced the female students' clothing style. The research hypothesis is accepted because the regression equation Y = 8.489 + 0.742X is obtained, with a t-value of 12.314 and a significance level of 0.001. The coefficient of determination (R2) of 0.625 indicates that @sashfir's TikTok content influences 62.5% of the variation in female students' clothing styles, while 37.5% is influenced by other variables outside the study. According to the Stimulus–Organism–Response (S–O–R) theory, content on TikTok is processed by the audience through attention, understanding, and interest, which causes changes in clothing styles. Keywords: TikTok Content, Fashion Influencer, Clothing Style, S–O–R Theory, Female Students Tujuan penelitian ini adalah untuk mengetahui dan menjelaskan bagaimana konten TikTok @sashfir memengaruhi gaya berpakaian mahasiswi di Fakultas Ilmu Komunikasi Universitas Mercu Buana Meruya. Perkembangan media sosial, terutama TikTok, membuatnya menjadi platform yang tidak hanya berfungsi sebagai sarana hiburan tetapi juga sebagai referensi gaya hidup dan fashion untuk remaja. Konten TikTok @sashfir, variabel independen dalam penelitian ini, adalah stimulus berupa pesan visual, gaya komunikasi, kualitas penyajian konten, dan relevansi konten fashion dengan tren yang berkembang. Variabel dependen adalah gaya berpakaian mahasiswi, yang menunjukkan ketertarikan, inspirasi, kesadaran berpenampilan, dan perubahan perilaku berpakaian setelah melihat konten TikTok. Metode kuantitatif eksplanatif digunakan dalam penelitian ini. Metode survei juga digunakan. Dengan menggunakan teknik purposive sampling, sampel penelitian terdiri dari 93 mahasiswi Fakultas Ilmu Komunikasi Universitas Mercu Buana Meruya. Kriteria responden adalah pengikut akun TikTok @sashfir. Data dikumpulkan melalui kuesioner online. Analisis regresi linier sederhana, uji koefisien korelasi, uji koefisien determinasi (R2), dan uji t dilakukan menggunakan program SPSS versi 27. Hasil penelitian menunjukkan bahwa konten TikTok @sashfir memengaruhi gaya berpakaian mahasiswi secara positif dan signifikan. Hipotesis penelitian diterima karena diperoleh persamaan regresi Y = 8,489 + 0,742X, dengan nilai t hitung 12,314 dan tingkat signifikansi 0,001. Koefisien determinasi (R2) sebesar 0,625 menunjukkan bahwa konten TikTok @sashfir memengaruhi 62,5% variasi gaya berpakaian mahasiswi, sedangkan 37,5% dipengaruhi oleh variabel lain di luar penelitian. Menurut teori Stimulus– Organism–Response (S–O–R), konten di TikTok diproses oleh audiens melalui perhatian, pemahaman, dan ketertarikan, yang menyebabkan perubahan gaya berpakaian. Kata Kunci: Konten TikTok, Influencer Fashion, Gaya Berpakaian, Teori S– O–R, Mahasiswi

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44122010021
Uncontrolled Keywords:	Konten TikTok, Influencer Fashion, Gaya Berpakaian, Teori S– O–R, Mahasiswi
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
Divisions:	Fakultas Ilmu Komunikasi > Penyiaran
Depositing User:	Haqi ar rachma nur
Date Deposited:	02 Apr 2026 03:29
Last Modified:	02 Apr 2026 03:29
URI:	http://repository.mercubuana.ac.id/id/eprint/101356

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