PRILYANTINASARI, POPY (2020) PENGARUH TERPAAN GAYA HIDUP HEDONIS DI INSTAGRAM TERHADAP TINGKAT DISONANSI KAUM DIGITAL NATIVE (Studi Eksplanatif Kuantitatif Terhadap Siswa di SMA Budi Mulia). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Instagram is a social media that is widely used by digital natives in Indonesia. And every day digital natives can spend 24% of their time accessing Instagram. The hedonist lifestyle on Instagram is often visualized with vacation photos at a place of prestige, ownership of branded goods, and luxury. Digital natives who see the hedonist lifestyle on Instagram cause an affective effect that is feeling uncomfortable in the form of anxiety, jealousy, often comparing themselves with other people and so on. This discomfort is called dissonance. So that more often digital natively exposed by hedonic lifestyle makes the level of dissonance is higher. The theory used to analyze is the theory of Hypodermic Needle. This research uses quantitative research methods, with data collection techniques through the distribution of questionnaires to Budi Mulia high school students who were selected into a sample of 114 people through random sampling. Based on these results, the influence of hedonic lifestyle exposure on Instagram on the digital native dissonance level was obtained that Anova obtained Hedon Lifestyle Exposure variable on Instagram sig value of 0,000, then compared with a probability of 0.05, F count: 74.076 > F table: 3, 93 and at α = 5%, then the decision is H0 rejected, it means that there is an influence of Hedonic Lifestyle Exposure on Instagram Against the Disability Level of Digital Native of 39.8%, while 60.2% is influenced by other factors not mentioned in this study. Keywords : Exposure, Hedonism, Dissonance, Digital Native Instagram merupakan media sosial yang banyak digunakan kaum digital native di Indonesia. Serta setiap hari kaum digital native mampu menghabiskan 79% waktunya untuk mengakses internet dan salah satunya digunakan untuk mengakses Instagram. Didalam Instagram tentu terdapat banyak konten dan salah satunya mengenai gaya hidup hedonis. Gaya hidup hedonis di Instagram sering di visualisasikan dengan foto-foto liburan di tempat prestise, kepemilikan barang branded, dan kemewahan. Digital native yang melihat gaya hidup hedonis di Instagram menimbulkan sebuah efek afektif yaitu perasaan tidak nyaman yang berupa cemas, iri, sering membandingkan diri dengan oranglain dan sebagainya. Ketidaknyamanan ini disebut dengan disonansi. Sehingga semakin sering digital native diterpa oleh gaya hidup hedonis membuat tingkat disonansinya semakin tinggi. Teori yang digunakan untuk menganalisis adalah teori Hypodermic Needle. Penelitian ini menggunakan metode penelitian kuantitatif, dengan teknik pengumpulan data melalui penyebaran kuesioner kepada siswa SMA Budi Mulia yang terpilih menjadi sampel berjumlah 114 orang melalui random sampling. Berdasarkan hasil ini, pengaruh terpaan gaya hidup hedonis di Instagram terhadap tingkat disonansi kaum digital native diperoleh bahwa Anova diperoleh variabel Terpaan Gaya Hidup Hedonis di Instagram nilai sig 0,000, kemudian dibandingkan dengan probalitas 0,05, F hitung : 74,076 > F tabel : 3,93 dan pada α = 5 %, maka keputusannya adalah H0 ditolak artinya ada pengaruh pengaruh Terpaan Gaya Hidup Hedonis Di Instagram Terhadap Tingkat Disonansi Kaum Digital Native sebesar 39,8%, sedangkan 60,2% dipengaruhi oleh faktor lain yang tidak disebutkan dalam penelitian ini Ho ini ditolak dan Ha diterima. Kata Kunci : Terpaan, Hedonisme, Disonansi, Digital Native.
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