ILMAM, FAKHRI (2025) PENGARUH KONTEN YOUTUBE @FIRMANHARJUNO TERHADAP PERILAKU CYBERBULLY. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The increasingly massive use of social media, particularly among the younger generation (Generation Z), has made platforms like YouTube one of the main sources of entertainment as well as information that play a role in shaping user behavior. One of the well-known content creators is @firmanharjuno, who shares daily life videos and reaction content to posts from other accounts. Firman Harjuno often becomes the center of public attention and has even become a victim of cyberbullying, mainly due to insults targeting his physical appearance. This study aims to determine the extent to which YouTube content from the @firmanharjuno channel influences cyberbullying behavior among Generation Z. The research uses a quantitative approach with a survey method conducted on 100 respondents who are subscribers of the @firmanharjuno YouTube channel, from a total population of 8,400 people. The study adopts the Stimulus-Organism-Response (S-O-R) theory, with variable (X) using the concept of The Seven Cs by Brian Solis and variable (Y) using seven indicators of cyberbullying behavior developed by Li Qing. The sampling technique used is non-probability sampling with purposive sampling method, and the sample size is determined using the Taro Yamane formula. The results of the study show that the influence of @firmanharjuno’s YouTube content on cyberbullying behavior falls into the low category. Although the audience is exposed to the presented content, its impact on forming negative behavioral responses is not significant. This indicates that the content from the channel is not strong enough to directly influence cyberbullying behavior among Generation Z. Furthermore, the analysis of the coefficient of determination shows an R Square value of 0.050 or 5%. This means that the positive influence of @firmanharjuno’s YouTube content on cyberbullying behavior is only 5%, while the remaining 95% is influenced by other factors beyond social media content. These factors include personal experiences, social environment, and each individual's level of digital literacy. These findings emphasize that although social media can be a trigger, it is not the main cause of cyberbullying behavior. Keywords: Social Media, YouTube Content, Cyberbullying, Generation Z, @firmanharjuno Penggunaan media sosial yang semakin masif, khususnya di kalangan generasi muda (Generasi Z), telah menjadikan platform seperti YouTube sebagai salah satu sumber hiburan sekaligus informasi yang berperan dalam membentuk perilaku penggunanya. Salah satu konten kreator yang cukup dikenal adalah @firmanharjuno, yang menyajikan video keseharian serta konten reaksi terhadap unggahan dari akun lain. Firman Harjuno kerap kali menjadi sorotan publik, bahkan menjadi korban cyberbullying, dengan intensi utama berupa hinaan terhadap kekurangan fisiknya. Penelitian ini bertujuan untuk mengetahui sejauh mana pengaruh konten YouTube dari akun @firmanharjuno terhadap perilaku cyberbullying di kalangan Gen Z. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang merupakan subscribers dari akun YouTube @firmanharjuno, dari total populasi sebanyak 8.400 orang. Penelitian ini menggunakan teori Stimulus-Organism-Response (S-O-R) variabel (X) menggunakan konsep The Seven Cs oleh Brian Solis variabel (Y) tujuh indikator perilaku cyberbullying dari Li Qing. Teknik pengambilan sampel dilakukan secara non-probability sampling dengan metode purposive sampling, serta penentuan jumlah sampel menggunakan rumus Taro Yamane. Hasil penelitian menunjukkan bahwa pengaruh konten YouTube @firmanharjuno terhadap perilaku cyberbullying berada dalam kategori rendah. Meskipun audiens terpapar dengan konten yang disajikan, pengaruhnya terhadap pembentukan respons perilaku negatif tidak terlalu signifikan. Hal ini mengindikasikan bahwa konten dari akun tersebut belum cukup kuat untuk memengaruhi perilaku cyberbullying secara langsung pada generasi Z. Lebih lanjut, hasil analisis koefisien determinasi menunjukkan nilai R Square sebesar 0,050 atau sebesar 5%. Artinya, pengaruh positif dari konten YouTube @firmanharjuno terhadap perilaku cyberbullying hanya sebesar 5%, sementara 95% sisanya dipengaruhi oleh faktor-faktor lain di luar konten media sosial. Faktor-faktor tersebut mencakup pengalaman pribadi, lingkungan sosial, serta tingkat literasi digital masing-masing individu. Temuan ini menegaskan bahwa meskipun media sosial dapat menjadi salah satu pemicu, namun bukan merupakan penyebab utama terjadinya perilaku cyberbullying. Kata kunci: Media Sosial, Konten YouTube, Cyberbullying, Gen Z, @firmanharjuno
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