RAHARJA, ALZI ADITYA (2023) PENGARUH KONTEN FITUR REEL STORY INSTAGRAM TERHADAP KETERTARIKAN MENONTON PADA MAHASISWA MERCU BUANA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Instagram is a social media that is widely used by students. Not long ago Instagram launched the Reels feature which is able to attract the attention of students. Video Reels contains a lot of content that students are interested in watching. That's why this study aims to find out Instagram Reels videos on interest in watching Broadcasting 2020 students at Mercu Buana University. The theory used in this study is the S-O-R theory which assumes that a stimulus will affect an organism and will produce a certain effect. This is the basis that the interest in watching Broadcasting 2020 students is influenced by messages in the form of content in Instagram Reels videos. This study used an explanatory quantitative approach with a survey data collection method using a questionnaire. The population in this study were Broadcasting 2020 students at Mercu Buana University with a sample of 101 respondents who were taken using a saturated sampling technique. Based on the Likert Scale used in this study, it can be seen that interest in watching video reels has a high/positive value with a value of 76 percent. The correlation test in this study shows the number 0.689, meaning that the correlation is quite strong. The significance value also shows 0.000 <0.05, so Ho is rejected and Ha is accepted, meaning that there is a significant relationship between the influence of Instagram story reel feature content and student viewing interest because the correlation value is positive. The results of the beta coefficient show a positive and significant 0.689. It can be concluded that there is an influence between reel content and the interest in watching UMB Broadcasting 2020 students. Keywords: Instagram Reels, Viewing Interest, S-O-R Theory, Quantitative Instagram merupakan salah satu media sosial yang banyak digunakan oleh mahasiswa. Belum lama ini Instagram meluncurkan fitur Reels yang mampu menarik perhatian mahasiswa. Video Reels berisi banyak konten yang membuat mahasiswa tertarik untuk menonton. Oleh karena itulah penelitian ini bertujuan untuk mengetahui video Reels Instagram terhadap ketertarikan menonton mahasiswa Broadcasting 2020 Universitas Mercu Buana. Teori yang digunakan dalam penelitian ini adalah teori S-O-R yang mengasumsikan bahwa stimulus akan mempengaruhi suatu organisme dan akan menghasilkan efek tertentu. Hal ini lah yang melandaskan bahwa ketertarikan menonton pada mahasiswa Broadcasting 2020 dipengaruhi oleh pesan berupa konten-konten yang ada di video Reels Instagram. Penelitian ini menggunakan pendekatan kuantitatif eksplanatif dengan metode pengumpulan data survei menggunakan kuesioner. Populasi dalam penelitian ini adalah mahasiswa Broadcasting 2020 Universitas Mercu Buana dengan sampel sebanyak 101 responden yang diambil menggunakan Teknik sampling jenuh. Berdasarkan Skala Likert yang digunakan dalam penelitian ini, dapat diketahui bahwa ketertarikan menonton video reels bernilai tinggi/posigtif dengan nilai 76 persen. Uji korelasi dalam penelitian ini menunjukkan angka 0,689 artinya korelasi tersebut cukup kuat. Nilai signifikasi pun menunjukkan 0,000<0,05 maka Ho ditolak dan Ha diterima, artinya bahwa ada hubungan signifikan antara pengaruh konten fitur reel story Instagram dan ketertarikan menonton mahasiswa karena nilai korelasinya adalah positif. Hasil koefisien beta menunjukkan positif 0,689 dan signifikan. Hal ini dapat disimpulkan bahwa terdapat pengaruh antara konten reel dengan ketertarikan menonton mahasiswa UMB Broadcasting 2020. Kata Kunci: Reels Instagram, Ketertarikan Menonton, Teori S-O-R, Kuantitatif
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/BRD. 23 053 |
| NIM/NIDN Creators: | 44117010102 |
| Uncontrolled Keywords: | Reels Instagram, Ketertarikan Menonton, Teori S-O-R, Kuantitatif |
| Divisions: | Fakultas Ilmu Komunikasi > Penyiaran |
| Depositing User: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 31 May 2023 06:51 |
| Last Modified: | 31 May 2023 06:51 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/77916 |
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