PENGARUH TAYANGAN K-DRAMA TRUE BEAUTY TERHADAP PERUBAHAN PERILAKU FEMINITAS MAHASISWI FAKULTAS ILMU KOMUNIKASI UNIVERSITAS MERCUBUANA 2020

HADIWINATA, KHOUW GUNTUR SHADEWA (2022) PENGARUH TAYANGAN K-DRAMA TRUE BEAUTY TERHADAP PERUBAHAN PERILAKU FEMINITAS MAHASISWI FAKULTAS ILMU KOMUNIKASI UNIVERSITAS MERCUBUANA 2020. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The massive development of information technology due to digitalization is the main factor causing the large public enthusiasm for the Korean creative industry in Indonesia. The existence of the Over-The-Top (OTT) service also makes it easier for KDrama fans to watch the dramas they like wherever and whenever, both free and paid. This study aims to determine the extent to which K-Drama True Beauty shows affect the Changes in Femininity Behavior of Mercu Buana 2020 Faculty of Communication Students. The Stimulus-Organism-Response (S-O-R) theory explains the effect of a special reaction to a special stimulus so that one can expect and predict the correspondence between the message and the communicant's reaction. Stimulus (S) as a stimulus from K-Drama True Beauty makes female Organisms (O) have Response (R) which is the influence on changes in femininity behavior due to exposure which is the intensity of the audience's condition where they are exposed to messages spread by a media. This study uses quantitative methods. The method used is survey research to Mercu Buana 2020 Faculty of Communication Science students. Where the researcher collects primary data by distributing questionnaires to 40 respondents using simple random sampling technique. Based on the results of the study, the coefficient of determination (R Square) of 0.46 is on the interval scale (0.41 – 0.60), meaning that the relationship between the independent variable and the dependent variable in this study is moderate. As well as the results of the t-test analysis in this study, the t-count value was 5.694 > 2.021 from the t table. So it can be concluded that the K-Drama True Beauty (X) variable has a significant effect on the Change in Femininity Behavior (Y) variable. Key words: Quantitative Methods, Media Exposure, Behavior Change. Perkembangan teknologi informasi yang masif akibat adanya digitalisasi menjadi faktor utama penyebab besarnya antusisme publik terhadap industri kreatif Korea di Indonesia. Adanya layanan Over-The-Top (OTT) juga memudahkan para penggemar K-Drama untuk menonton drama yang mereka sukai dimanapun dan kapanpun baik secara gratis maupun berbayar. Penelitian ini bertujuan untuk mengetahui sejauh mana Tayangan K-Drama True Beauty mempengaruhi Perubahan Perilaku Feminitas Mahasiswi Fakultas Ilmu Komunikasi Mercu Buana 2020. Teori Stimulus-Organisme-Response (S-O-R) menjelaskan efek reaksi khusus terhadap stimulus khusus sehingga seorang dapat mengharapkan dan memperkirakan kesesuaian antara pesan dan reaksi komunikan. Stimulus (S) sebagai rangsangan dari tayangan K-Drama True Beauty membuat para Organisme (O) mahasiswi memiliki Response (R) yaitu pengaruh terhadap perubahan perilaku feminitas akibat terpaan yang merupakan intensitas keadaan khalayak dimana terkena pesan-pesan yang disebarkan oleh suatu media. Penelitian ini menggunakan metode kuantitatif. Metode yang digunakan adalah penelitian survei kepada mahasiswi Fakultas Ilmu Komunikasi Mercu Buana 2020. Dimana peneliti mengumpulkan data primer dengan cara menyebarkan kuesioner kepada 40 responden dengan menggunakan teknik simple random sampling. Berdasarkan hasil penelitian, koefisien determinasi (R Square) sebesar 0,46 berada pada skala interval (0,41 – 0,60), artinya hubungan antara variabel independen dan variabel dependen dalam penelitian ini sedang. Serta hasil analisis uji t dalam penelitian ini nilai t hitung 5,694 > 2,021 dari t tabel. Maka dapat disimpulkan bahwa variabel tayangan K-Drama True Beauty (X) terbukti berpengaruh signifikan terhadap variabel Perubahan Perilaku Feminitas (Y). Kata Kunci: Metode Kuantitatif, Terpaan Media, Perubahan Perilaku.

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