ISMIRATI, RIECKE (2025) PENGARUH KONTEN LIFESTYLE AKUN @nandaarsynt TERHADAP PERUBAHAN PERILAKU FOLLOWERS DI MEDIA INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Instagram plays an important role in shaping user behavior, particularly among young people who actively consume visual content. Lifestyle content serves as a medium for disseminating information and lifestyles that have the potential to influence audiences’ ways of thinking and actions. This study is grounded in the AISAS theory (Attention, Interest, Search, Action, Share) as well as the concept of behavioral change, which includes cognitive, affective, and conative aspects. This study aims to examine the influence of lifestyle content from the Instagram account @nandaarsynt on followers’ behavioral changes using a quantitative approach. Data were collected through a questionnaire survey involving 100 respondents and analyzed using SPSS version 27. The results indicate a significant influence between lifestyle content and behavioral change, as shown by an F-value of 19.461, which is greater than the F- table value of 3.94, with a significance level of 0.000 < 0.05. The coefficient of determination (R²) of 0.166 indicates that lifestyle content contributes 16.6% to behavioral change. Thus, the lifestyle content shared by @nandaarsynt has been shown to influence followers’ attention and interest, although its impact on actual behavioral actions remains moderate. Keywords: Instagram, Content, Lifestyle, Behavioral Change, Influencer Media sosial Instagram berperan penting dalam membentuk perilaku pengguna, khususnya generasi muda yang aktif mengonsumsi konten visual. Konten lifestyle menjadi sarana penyebaran informasi dan gaya hidup yang berpotensi memengaruhi pola pikir dan tindakan audiens. Penelitian ini didasarkan pada teori AISAS (Attention, Interest, Search, Action, Share) serta konsep perubahan perilaku yang mencakup aspek kognitif, afektif, dan konatif. Penelitian ini bertujuan untuk mengetahui pengaruh konten lifestyle akun @nandaarsynt terhadap perubahan perilaku followers dengan menggunakan metode kuantitatif melalui survei kuesioner terhadap 100 responden dan dianalisis menggunakan SPSS versi 27. Hasil penelitian menunjukkan adanya pengaruh signifikan antara konten lifestyle dan perubahan perilaku followers, dengan nilai F hitung 19,461 > F tabel 3,94 dan signifikansi 0,000 < 0,05. Nilai R² sebesar 0,166 menunjukkan bahwa konten lifestyle berkontribusi sebesar 16,6% terhadap perubahan perilaku. Dengan demikian, konten lifestyle akun @nandaarsynt terbukti memengaruhi perhatian dan minat followers, meskipun pengaruh terhadap tindakan nyata masih tergolong sedang. Kata Kunci : Instagram, Konten, Lifestyle, Perubahan Perilaku, Influencer.
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