Wijananto, Wijananto (2025) PENGARUH PENERAPAN PRINSIP-PRINSIP KOMUNIKASI EFEKTIF TERHADAP PENGALAMAN PENGGUNA APLIKASI GAYA HIDUP SEHAT “GROOPY”. S2 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Perkembangan teknologi digital pasca pandemi COVID-19 telah membawa transformasi yang sangat signifikan dalam berbagai sektor industri, termasuk sektor kesehatan melalui kehadiran layanan asuransi berbasis teknologi, yang dikenal sebagai Insurtech. Salah satu bentuk implementasinya tercermin dalam aplikasi gaya hidup sehat “GROOPY”, yang menawarkan beragam fitur seperti penghitung langkah dan kalori makanan secara real-time, serta interaksi digital antara aplikasi dan penggunanya. Penelitian ini bertujuan untuk menganalisis secara mendalam pengaruh prinsip-prinsip komunikasi efektif terhadap pengalaman pengguna aplikasi GROOPY, dengan mengacu pada kerangka teori Uses and Effects. Dalam konteks teori ini, komunikasi efektif diposisikan sebagai variabel bebas (uses), sementara pengalaman pengguna diposisikan sebagai variabel terikat (effects). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 361 responden pengguna aktif aplikasi GROOPY, yang tersebar di beberapa kota besar di Indonesia. Data dikumpulkan melalui penyebaran kuesioner daring yang dirancang untuk mengukur kedua variabel penelitian. Teknik analisis data dilakukan dengan menggunakan distribusi frekuensi untuk menggambarkan penerapan prinsip-prinsip komunikasi efektif dan tingkat pengalaman pengguna, serta uji korelasi Pearson dan uji regresi untuk mengukur hubungan dan pengaruh antar variabel. Hasil analisis menunjukkan adanya hubungan yang sangat kuat dan signifikan antara komunikasi efektif dan pengalaman pengguna, dengan nilai korelasi sebesar 0,844 dan kontribusi sebesar 72,9%. Sebanyak 67% responden menyatakan puas dan 20% menyatakan sangat puas terhadap fitur komunikasi dalam aplikasi. Temuan ini memperkuat validitas teori Uses and Effects, dengan menunjukkan bahwa pemanfaatan media digital secara optimal dapat memberikan dampak positif terhadap pengalaman pengguna. Implikasi dari penelitian ini menekankan pentingnya penerapan prinsip-prinsip komunikasi efektif dalam pengembangan fitur interaksi aplikasi digital, guna meningkatkan kepuasan dan keterlibatan pengguna secara berkelanjutan. The advancement of digital technology in the aftermath of the COVID-19 pandemic has brought about significant transformation across various industrial sectors, including the health sector, through the emergence of technology-based insurance services, known as Insurtech. One implementation of this innovation is reflected in the healthy lifestyle application “GROOPY,” which offers a range of features such as real-time step tracking and calorie counting, as well as interactive communication between the app and its users. This study aims to analyze in depth the influence of effective communication principles on user experience in the GROOPY application, using the theoretical framework of Uses and Effects. Within this framework, effective communication is positioned as the independent variable (uses), while user experience is treated as the dependent variable (effects). This research adopts a quantitative approach using a survey method involving 361 active users of the GROOPY application, spread across several major cities in Indonesia. Data were collected through an online questionnaire designed to measure both variables. Data analysis techniques included frequency distribution to illustrate the implementation of effective communication principles and user experience levels, along with Pearson correlation and regression analysis to examine the relationship and influence between the two variables. The results reveal a strong and significant relationship between effective communication and user experience, with a correlation coefficient of 0.844 and a contribution of 72.9%. A total of 67% of respondents reported being satisfied, and 20% reported being very satisfied with the communication features in the application. These findings reinforce the validity of the Uses and Effects theory, demonstrating that optimal utilization of digital media can positively influence user experience. The implications of this research highlight the importance of applying effective communication principles in the development of interactive features within digital applications to enhance user satisfaction and engagement in a sustainable manner.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55221120045 |
| Uncontrolled Keywords: | aplikasi GROOPY; komunikasi efektif; pengalaman pengguna; uses and effects theory GROOPY app; effective communication; user experience; uses and effects theory; |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.22 Kinds of Communication/Jenis-jenis Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 19 Aug 2025 02:13 |
| Last Modified: | 19 Aug 2025 02:13 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/96869 |
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