ADDHABIE, CHARISSIMA (2025) PENGARUH PENGGUNA MEDIA SOSIAL "BOYBAND KOREAN POP BTS" TERHADAP PERILAKU IMITASI "PENGGEMAR ARMY" DI KOTA PANGKAL PINANG. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of social media users related to BTS, on the imitation behavior of ARMY fans in Pangkal Pinang City. In the era of modernization, the KPop phenomenon has become an integral part of popular culture in Indonesia, especially among generations. The research identifies how social media users play a role in shaping patterns of fan behavior and culture, as well as its impact on social transformation in indonesian society. The discussion of variabel X Social Media Users, uses aspects of attention, appreciation, duration, and frequncy, while variabel Y Imitation Behavior uses indicators of Copying and Matched- dependent Behavior. The study used a quantitative approach with the positivism paradigm and a survey research model with purposive sampling and simple random sampling techniques. The population taken was the ARMY fan Community in Pangkal Pinang City, and the sample taken amonted to 154 respondents. The data analysis techniques used are validity test, reliability test, normality test, simple linear regression test, cofficient of determination test, T test and F test. This study shows the results of data analysis that there is an influence and signifcance between BTS social media users on the imitation behavior of ARMY fans by 25.8%, and while 74.2% is outside by other factors. Keywords : Social Media Users, Imitation Behavior, Copying, Matched-dependent Behavior Penelitian ini bertujuan untuk menganalisis pengaruh pengguna media sosial yang berkaitan dengan BTS, terhadap perilaku imitasi penggemar ARMY di Kota Pangkal Pinang. Dalam era modernisasi, fenomena K-Pop telah menjadi bagian integral dari budaya populer di Indonesia, terutama di kalangan generasi. Penelitian ini mengidentifikasi bagaimana pengguna media sosial berperan dalam membentuk pola perilaku dan budaya penggemar, serta dampaknya terhadap perubahan sosial di masyarakat Indonesia. Pembahasan mengenai variabel X Pengguna Media Sosial yaitu menggunakan aspek perhatian, penghayatan, durasi, dan frekuensi, sedangkan variabel Y Perilaku Imitasi yaitu menggunakan indikator Copying dan Matched-dependent Behavior. Penelitian menggunakan pendekatan kuantitatif dengan paradigma Positivisme dan model penelitian survei dengan teknik purposive sampling dan simple random sampling. Populasi yang diambil yaitu Komunitas Penggemar ARMY di Kota Pangkal Pinang, dan sampel yang diambil berjumlah 154 responden. Teknik analisis data yang digunakan yaitu uji validitas, uji reliabilitas, uji normalitas, uji regresi linear sederhana, uji koefisien determinasi, uji t dan uji F. Dari penelitian ini menunjukkan hasil analisis data yang terdapat pengaruh dan signifikan antara pengguna media sosial BTS terhadap perilaku imitasi Penggemar ARMY sebesar 25,8%, dan sedangkan 74,2% merupakan diluar oleh faktor lainnya. Kata Kunci : Pengguna Media Sosial, Perilaku Imitasi, Copying, Matched-dependent Behavior
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