ZAHRA, FANNI SHAFIYAH ZAHRA (2025) PENGARUH KONTEN MEDIA SOSIAL TIKTOK @PANDAWARAGROUP TERHADAP PERILAKU MASYARAKAT DALAM MENJAGA KEBERSIHAN LINGKUNGAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to measure and analyze the influence of TikTok social media content by @pandawaragroup on public behavior in maintaining environmental cleanliness. The research involves two variables: TikTok social media content as the independent variable (X) and public behavior as the dependent variable (Y). This research applies the Uses and Gratification theory, which views audiences as active individuals who select media based on their needs and the gratification they seek. The research method used is a quantitative approach with a survey method and a positivist paradigm. The sampling technique employed is Non-Probability Sampling using Purposive Sampling. Data were collected through a Likert-scale questionnaire and analyzed using statistical tests. The results show that the R-square value is 65.7%, indicating that TikTok content from @pandawaragroup has a significant influence on community behavior. Based on the findings, it can be concluded that TikTok content from @pandawaragroup has a significant influence on community behavior in maintaining environmental cleanliness. This study is expected to serve as a reference for Public Relations students in planning social media–based campaigns. Keywords: Social Media Content, Public Behavior, Tiktok Penelitian ini bertujuan untuk mengukur dan menganalisis pengaruh konten media sosial tiktok @pandawaragroup terhadap perilaku masyarakat dalam menjaga kebersihan lingkungan. Pada penelitian ini terdapat dua variabel, yakni konten media sosial tiktok yang merupakan variabel bebas (X), dan perilaku masyarakat yang merupakan variabel terikat (Y). Penelitian ini menggunakan teori Uses and Gratification, yang memandang audiens sebagai pihak aktif dalam memilih media sesuai kebutuhan dan kepuasan yang diharapkan. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan metode survei dan paradigma positivisme. Teknik pengambilan sampel menggunakan Non-Probability Sampling dengan Purposive Sampling. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan uji statistik. Hasil penelitian menunjukkan bahwa diperoleh nilai R square sebesar 65,7% yang artinya bahwa konten Tiktok @pandawaragroup berpengaruh signifikan terhadap perilaku masyarakat. Berdasarkan hasil penelitian dapat disimpulkan bahwa konten Tiktok @pandawaragroup berpengaruh signifikan terhadap perilaku masyarakat dalam menjaga kebersihan lingkungan. Penelitian ini diharapkan dapat menjadi referensi bagi mahasiswa Public Relations dalam perencanaan kampanye berbasis media sosial. Kata Kunci: Konten Media Sosial, Perilaku Masyarakat, Tiktok
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44222010188 |
| Uncontrolled Keywords: | Konten Media Sosial, Perilaku Masyarakat, Tiktok |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 06 Jan 2026 09:02 |
| Last Modified: | 06 Jan 2026 09:02 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100488 |
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