LATUNI, YOSEFIEN ELISABETH (2025) PENGARUH TERPAAN MEDIA GOING SEVENTEEN DI YOUTUBE TERHADAP TINGKAT PENGETAHUAN MENGENAI KEBUDAYAAN KOREA PADA KOMUNITAS ONLINE WORTEL SEGER. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Hallyu or Korean Wave has developed to various countries including Indonesia. Hallyu is not just K-Pop or K-Drama but also Variety Show programs. Variety Shows have also begun to steal the attention of the public in Indonesia. One of them is the Korean variety show program "Going Seventeen". The S-O-R theory is a theory that explains how a stimulus gets a response, or it can be said that the effect caused is a specific reaction to a specific stimulus so that someone can expect a match between the message and the communicant's reaction. This type of research uses quantitative with a positivist paradigm of the survey method. The sample was selected by random sampling where the researcher distributed questionnaires to the Wortel Seger online community. Based on the formulation of the problem, the results are known that Ha is accepted and Ho is rejected, which means that there is an influence of Going Seventeen media exposure on the level of knowledge about Korean culture in the Wortel Seger online community. The result of the regression coefficient X is 0.99 which is positive so that it can be interpreted that the influence of variable X on Y is positive. The correlation coefficient value of 0.78 and the determination coefficient value of 60.84% can be interpreted that the media exposure of "Going Seventeen" influences the level of Korean culture in the Wortel Seger online community by 60.84% and 39.16% is influenced by other factors. Keywords: YouTube, Community, Going Seventeen Hallyu atau Korean Wave sangat berkembang hingga ke berbagai negara termasuk ke Indonesia. Hallyu pun bukan hanya sekedar K-Pop ataupun K-Drama melainkan program Variety Show. Variety Show pun mulai mencuri perhatian khalayak di Indonesia. Salah satunya adalah program variety show Korea “Going Seventeen”. Teori S-O-R merupakan sebuah teori yang menjelaskan bagaimana sebuah rangsangan mendapatkan respon, atau dapat dikatakan efek yang ditimbulkan adalah reaksi khusus terhadap stimulus khusus sehingga seseorang dapat mengharapkan kesesuaian antara pesan dengan reaksi komunikan. Tipe penelitian ini menggunakan kuantitatif dengan paradigma positivis metoode survey. Sampel dipilih dengan random sampling dimana peneliti menyebarkan kuesioner kepada komunitas online Wortel Seger. Berdasarkan rumusan masalah hasil diketahui Ha diterima dan Ho ditolak, yang berarti adanya pengaruh terpaan media Going Seventeen terhadap tingkat pengetahuan mengenai kebudayaan Korea pada komunitas online Wortel Seger. Hasil dari koefisien regresi X sebesar 0.99 yang bernilai positif sehingga dapat diartikan bahwa pengaruh variabel X terhadap Y bernilai positif. Nilai koefisien korelasi sebesar 0.78 dan nilai koefisien determinasi menunjukan sebesar 60.84% dapat diartikan bahwa terpaan media “Going Seventeen” mempengaruhi tingkat kebudayaan Korea pada komunitas online Wortel Seger sebesar 60.84% dan sebanyak 39.16% dipengaruhi oleh faktor lain yang tidak dicari dalam penelitian ini. Kata Kunci : Youtube, Komunitas, Going Seventeen
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