PENGARUH ISI PESAN FACEBOOK DAN INSTAGRAM @actforhumanity TERHADAP CITRA AKSI CEPAT TANGGAP (ACT) DI MATA PUBLIK

LESTARI, STEVI TRI (2019) PENGARUH ISI PESAN FACEBOOK DAN INSTAGRAM @actforhumanity TERHADAP CITRA AKSI CEPAT TANGGAP (ACT) DI MATA PUBLIK. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This thesis aims to determine the effect of the content of messages on social media on the image of Aksi Cepat Tanggap (ACT) in the public. The theory used in this thesis is the uses and effect theory which was first conceived by Sven Windhal (1979), which is a synthesis between the uses and gratifications theory and traditional theories about effects. The method used in this study is quantitative by collecting data through questionnaire surveys to followers of ACT's Facebook and Instagram accounts and equipped with literature. The number of respondents from Facebook and Instagram is 100 people each. From the questionnaire and data processing results, it was found that the majority of followers of ACT's social media accounts were of productive age. The contents of the message on ACT's Facebook account are known to affect the image in the public by 76.7%, while in the Instagram account ACT the message content affects the image by 83.7%. The rest are variables that influence but are not examined by researchers. On Facebook accounts, the message format does not significantly affect ACT's image in the public. On Instagram, the overall dimensions of the message content affect the image of ACT in the public. Keywords: Effect of Message Content, Image, Aksi Cepat Tanggap (ACT), Social Media, Facebook, Instagram, Uses and Effect Theory. Tesis ini bertujuan untuk mengetahui pengaruh isi pesan di media sosial terhadap citra Aksi Cepat Tanggap (ACT) di mata publik. Teori yang digunakan dalam tesis ini adalah uses and effect theory yang digagas pertama kali oleh Sven Windhal (1979), yang merupakan sintesis antara teori uses and gratifications dan teori tradisional mengenai efek. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan pengumpulan data melalui survey quesioner kepada para followers akun Facebook dan Instagram ACT serta dilengkapi dengan studi pustaka. Jumlah responden dari Facebook maupun Instagram adalah masing-masing 100 orang. Dari hasil quesioner dan pengolahan data, diperoleh hasil bahwa mayoritas followers akun media sosial ACT adalah kalangan usia produktif. Isi pesan di akun Facebook ACT diketahui memengaruhi citra di mata publik sebesar 76,7%, sedangkan di akun Instagram ACT isi pesan memengaruhi citra sebesar 83,7%. Sisanya, adalah variabel yang memengaruhi namun tidak diteliti oleh peneliti. Di akun Facebook, format pesan tidak signifikan memengaruhi citra ACT di mata publik. Sedangkan di Instagram, keseluruhan dimensi isi pesan memengaruhi citra ACT di mata publik. Kata Kunci : Pengaruh Isi Pesan, Citra, Aksi Cepat Tanggap (ACT), Media Sosial, Facebook, Instagram, Uses and Effect Theory.

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