ZAFIRA, ARDHIA NUR (2024) PENGARUH TERPAAN WEB SERIES MENDUA TERHADAP EMOSI PENONTON MAHASISWA BROADCASTING DI UNIVERSITAS MERCU BUANA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to investigate the influence of exposure to the web series "Mendua" on the emotions of Broadcasting students at Mercu Buana University. Web series has become a popular form of digital content, capturing widespread attention, especially among students. This research utilizes the Stimulus-Organism-Response (S-O-R) Theory, assuming that media stimuli will stimulate responses in individuals. With significant growth in the digital media industry, particularly through Over The Top (OTT) services such as Netflix, Vidio, WeTV, and Disney+ Hotstar, this study focuses on the latter streaming platform. The limitations in mobility during the COVID-19 pandemic have led to a drastic increase in the use of OTT services, with people seeking entertainment within their homes. The research method employed is a survey with the use of a questionnaire as the data collection tool. The research sample involves 159 Broadcasting students at Mercu Buana University. The results indicate a significant influence between exposure to the web series "Mendua" and the emotions of the students. Strong correlation is measured using Pearson Product Moment, and the coefficient of determination shows that around 66.58% of student emotions are influenced by exposure to the web series. From the analysis of frequency, duration, and attention dimensions, it was found that the more often and longer students are exposed to the "Mendua" web series, the stronger the positive relationship with the viewers' emotions. These results prove that exposure to digital media, in this case, web series, has a measurable impact on viewer emotions. Keywords: Media Exposure, Web Series, Emotions, Students, S-O-R Theory, Mercu Buana University Penelitian ini bertujuan untuk menginvestigasi pengaruh terpaan webseries "Mendua" terhadap emosi mahasiswa jurusan Broadcasting di Universitas Mercu Buana. Webseries telah menjadi salah satu bentuk konten digital yang populer dan meraih perhatian luas masyarakat, khususnya di kalangan mahasiswa. Penelitian ini menggunakan Teori Stimulus-Organisme-Respons (S-O-R) yang mengasumsikan bahwa stimulus dari media akan merangsang respons pada individu. Dengan pertumbuhan signifikan dalam industri media digital, terutama melalui layanan Over The Top (OTT), seperti Netflix, Vidio, WeTV, dan Disney+ Hotstar, penelitian ini fokus pada platform streaming terakhir. Keterbatasan mobilitas selama pandemi COVID-19 membuat penggunaan layanan OTT meningkat drastis, dengan masyarakat mencari hiburan di dalam rumah. Metode penelitian yang digunakan adalah survei dengan penggunaan kuesioner sebagai alat pengumpulan data. Sampel penelitian melibatkan 159 mahasiswa jurusan Broadcasting di Universitas Mercu Buana. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara terpaan webseries "Mendua" terhadap emosi mahasiswa. Korelasi yang kuat diukur menggunakan Pearson Product Moment, dan koefisien determinasi menunjukkan bahwa sekitar 66,58% emosi mahasiswa dipengaruhi oleh terpaan webseries tersebut. Dari analisis dimensi frekuensi, durasi, dan atensi, ditemukan bahwa semakin sering dan lama mahasiswa terpapar oleh web series "Mendua," semakin kuat pula hubungan positif dengan emosi penonton. Hasil ini membuktikan bahwa terpaan media digital, dalam hal ini web series, memiliki dampak yang dapat diukur terhadap emosi penonton. Kata Kunci: Terpaan Media, Web Series, Emosi, Mahasiswa, Teori S-O-R, Universitas Mercu Buana
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