SYAHNI, DONA SYAFIRA (2025) HUBUNGAN CELEBRITY WORSHIP DENGAN ACTIVE SOCIAL MEDIA ENGAGEMENT PADA GENERASI Z PENGGEMAR DRAMA KOREA PENGGUNA INSTAGRAM DAN X (TWITTER). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The rapid development of the internet has made the use of social media easier to access and has made foreign cultures, especially Korean, easier to enter Indonesia. Generation Z is a generation that grew up in an era when the internet has developed, this generation is more familiar with the internet, especially social media. This study aims to determine the relationship between celebrity worship and active social media engagement in generation Z fans of Korean dramas using Instagram and X (Twitter). This study uses a quantitative method with non-probability sampling and accidental sampling techniques to determine the sample. Respondents in this study were 150 generation Z in Jabodetabek who are fans of Korean dramas and use Instagram and X (Twitter). The measuring instrument used were Active Social Media Engagement Scale and Celebrity Attitude Scale (CAS). The results of the analysis using the Spearman's rho correlation coefficient method show that there is a positive relationship between celebrity worship and active social media engagement in generation Z fans of Korean dramas using Instagram and X (Twitter) with a correlation coefficient of 0.418 using SPSS 26 software, which means that the higher the celebrity worship, the higher the level of active social media engagement. Keyword: Celebrity Worship, Active Social Media Engagement, Generation Z Perkembangan internet yang semakin pesat menjadikan penggunaan media sosial menjadi lebih mudah untuk di akses dan menjadikan budaya luar terutama Korea menjadi lebih mudah untuk masuk ke Indonesia. Generasi Z merupakan generasi yang tumbuh di masa internet sudah berkembang, generasi tersebut sudah lebih familiar dengan internet terutama media sosial. Penelitian ini bertujuan untuk mengetahui hubungan antara celebrity worship dengan active social media engagement pada generasi Z penggemar drama Korea pengguna Instagram dan X (Twitter). Penelitian ini menggunakan metode kuantitatif dengan teknik sampling non-probability sampling dan accidental sampling untuk menentukan sampel. Responden pada penelitian ini berjumlah 150 generasi Z di Jabodetabek penggemar drama Korea dan menggunakan Instagram dan X (Twitter). Alat ukur yang digunakan adalah skala Active Social Media Engagement dan Celebrity Attitude Scale (CAS) Hasil analisis dengan metode spearman’s rho correlation coefficient menunjukkan bahwa terdapat hubungan yang positif antara celebrity worship dengan active social media engagement pada generasi Z penggemar drama Korea pengguna Instagram dan X (Twitter) dengan hasil koefisien korelasi sebesar 0,418 menggunakan bantuan software SPSS 26 yang artinya semakin tinggi celebrity worship maka akan semakin tinggi pula tingkat active social media engagement. Kata Kunci: Celebrity Worship, Active Social Media Engagement, Generasi Z
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