SALSABIL, SHAFANIA (2024) PENGARUH TERPAAN ADEGAN MEROKOK DALAM SERIAL DRAMA GADIS KRETEK TERHADAP MINAT MEROKOK BAGI PARA MAHASISWA/I UNIVERSITAS MERCU BUANA (Survey Kepada Mahasiswa/i Broadcasting). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of communication technology has made media such as OTT (Over the Top) increasingly popular for entertainment and information, with Netflix as a prime example. Smoking scenes in visual media have power as a factor that can affect the behavior of its audience. This study was conducted to assess the effect of smoking scenes in the drama series Gadis Kretek on smoking interest for students of Mercu Buana University with the subject of Student Research Broadcasting. This study uses the theory of Uses and effects, which emphasizes the active role of media users. This study uses quantitative methods with inferential analysis through questionnaires. This study uses the student population of Mercu Buana University Broadcasting study program with a total of 251 people. Through the calculation using the Slovin formula a total sample of 100 respondents. This study used non-probability sampling. The results showed that smoking scenes in the drama series Gadis Kretek had a significant effect on interest in smoking, with a coefficient of determination of 27.56% and a relationship of 52.5%. With a note, if the smoking scene has increased then the interest in smoking will increase by 0.423. Perkembangan teknologi komunikasi telah membuat media seperti OTT (Over The Top) semakin populer untuk hiburan dan informasi, dengan Netflix sebagai contoh utama. Adegan merokok dalam media visual memiliki kekuatan sebagai faktor yang dapat mempengaruhi perilaku penontonnya. Penelitian ini dilakukan dengan tujuan untuk mengkaji pengaruh adegan merokok dalam serial drama Gadis Kretek terhadap minat merokok bagi para mahasiswa/i Universitas Mercu Buana dengan subjek penelitian mahasiswa/i Broadcasting. Penelitian ini menggunakan teori Uses and Effect, yang menekankan peran aktif pengguna media. Penelitian ini menggunakan metode kuantitatif dengan analisis inferensial melalui kuesioner. Dalam penelitian ini menggunakan populasi yaitu mahasiswa/i Universitas Mercu Buana program Studi Broadcasting dengan total 251 orang. Melalui perhitungan dengan menggunakan rumus Slovin didapatkan total sampel yaitu sebanyak 100 responden. Penelitian ini menggunakan non probability sampling. Hasilnya menunjukkan bahwa adegan merokok dalam serial drama Gadis Kretek memiliki pengaruh signifikan terhadap minat merokok, dengan nilai koefisien determinasi sebesar 27,56% dan hubungan sebesar 52,5%. Dengan catatan apabila adegan merokok mengalami kenaikan maka minat merokok akan bertambah sebesar 0,423.
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