PERSEPSI MAHASISWI BROADCASTING TENTANG KONSEP VIDEO MAKEUP CHALLENGE LATHI JHARNA BHAGWANI DI TIKTOK

PUTRIYANI, MAGHFIROTUR RAKHMAH (2022) PERSEPSI MAHASISWI BROADCASTING TENTANG KONSEP VIDEO MAKEUP CHALLENGE LATHI JHARNA BHAGWANI DI TIKTOK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The use of the internet has recently developed very rapidly. Especially on the social media TikTok, whose growth has greatly increased. TikTok allows users to quickly and easily create unique content to share with friends and the world. One of the popular content is the hashtag challenge video makeup challenge content. One of them is the Lathi makeup challenge by Jharna Bhagwani. The purpose of this research is to find out how far Broadcasting Student Perceptions are about the concept of Lathi Jharna Bhawagni's makeup challenge video on TikTok. Researchers use 3 theories including the theory of media exposure in which this theory looks at the process of receiving a stimulus through sensory organs such as feeling, sight, and hearing, the Stimulus Organism Response (SOR) theory explains the effect is a special reaction to a special stimulus so that one can spread and estimate the suitability between messages and communicant reactions, the Uses and Gratification theory focuses attention on audiences as consumers of mass media, and not on the messages conveyed. The type of research used is descriptive with a quantitative approach. In this research, a survey method was used, with a questionnaire as the data collection instrument. The sample in this study were 125 respondents. The sampling method used is saturated sampling. Overall perception, based on the Likert Scale calculation, it can be seen that the dimension of interpretation is the main motive for the interest level of Broadcasting 2020 Mercu Buana University students when watching the Lathi Jharna Bhawagni makeup challenge video on TikTok, with a percentage of 84.77%. Keywords : Perception, Student, Makeup Challenge Lathi, TikTok Pemanfaatan internet akhir-akhir ini mengalami perkembangan yang sangat pesat. Khususnya pada media sosial TikTok yang pertumbuhannya sangat meningkat. TikTok memungkinkan pengguna untuk secara cepat dan mudah membuat konten yang unik untuk kemudian dibagikan ke teman-teman dan dunia. Salah satu konten yang populer yaitu konten hashtag challenge video makeup challenge. Salah satunya konten makeup challenge lathi yang dilakukan Jharna Bhagwani. Adapun tujuan penelitian ini adalah untuk mengetahui sejauh mana Persepsi Mahasiswi Broadcasting tentang konsep video makeup challenge lathi Jharna Bhawagni di TikTok. Peneliti menggunakan 3 teori diantaranya teori terpaan media yang mana teori ini memandang proses penerimaan stimulus melalui alat indera seperti perasaan, penglihatan, dan pendengaran, teori Stimulus Organisme Respons (S-OR) menjelaskan efek merupakan reaksi khusus terhadap stimulus khusus sehingga seseorang dapat menghamparkan dan memperkirakan kesesuaian antara pesan dan reaksi komunikan, teori Uses and Gratification memfokuskan perhatian pada audiensi sebagai konsumen media massa, dan bukan pada pesan yang disampaikan. Tipe penelitian yang digunakan ialah deskriptif dengan pendekatan kuantitatif. Dalam penelitian ini digunakan metode survei, dengan kuisioner sebagai instrumen pengumpulan datanya. Sampel dalam penelitian ini sebanyak 125 responden. Metode pengambilan sampel yang digunakan adalah sampling jenuh. Secara keseluruhan persepsi, berdasarkan perhitungan Skala Likert, dapat diketahui dimensi penafsiran menjadi motif utama tingkat ketertarikan mahasiswi Broadcasting 2020 Universitas Mercu Buana ketika menonton video makeup challenge lathi Jharna Bhawagni di TikTok, dengan persentase sebesar 84,77%. Kata Kunci : Persepsi, Mahasiswi, Makeup Challenge Lathi, TikTok

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