ZAHRA, HUMAIRA AZ (2024) HUBUNGAN ANTARA HUBUNGAN PARASOSIAL DENGAN MOTIF MENGGUNAKAN MEDIA SOSIAL PADA PENGGEMAR K-POP GENERASI Z DI JABODETABEK. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Every individual has a motive in behaving, as well as in using social media. One of the motives or reasons for individuals to use social media is to seek entertainment. The entertainment provided on social media is very diverse, social media users can seek entertainment by making uploads such as writing, photos or videos. In addition, entertainment can come from uploads from other users, such as seeing idol uploads. This study aims to determine whether there is a relationship between parasocial relationships with motives for using social media on Generation Z Kpop fans in Jabodetabek. This study was conducted on 345 Generation Z K-pop fans. This study used a quantitative method with correlational data analysis techniques. Sampling was carried out using non-probability sampling with accidental sampling techniques. The results of the study showed that there was a positive and significant relationship between parasocial relationships with social media motives on Generation Z K-pop fans in Jabodetabek. This means that the higher the parasocial relationship, the higher the social media motives on Generation Z K-pop fans in Jabodetabek. Keywords: Social Media Motives, Parasocial Relationships, K-pop Fans, Generation Z Setiap individu memiliki motif dalam berperilaku, demikian pula dalam penggunaan media sosial. Salah satu motif atau alasan individu dalam menggunakan media sosial adalah mencari hiburan. Hiburan yang disediakan di media sosial sangat beragam, pengguna media sosial dapat mencari hiburan dengan membuat unggahan seperti tulisan, foto atau video. Selain itu hiburan bisa datang dari unggahan pengguna lain, seperti melihat unggahan idola. Penelitian ini bertujuan untuk mengetahui apakah terdapat hubungan antara hubungan parasosial dengan motif menggunakan media sosial pada penggemar K-pop generasi Z di Jabodetabek. Penelitian ini dilakukan pada 345 penggemar K-pop generasi Z. Penelitian ini menggunakan metode kuantitatif dengan teknik analisis data korelasional. Pengambilan sampel dilakukan menggunakan non-probability sampling dengan teknik accidental sampling. Hasil penelitian menunjukkan bahwa terdapat hubungan positif dan signifikan antara hubungan parasosial dengan motif media sosial pada penggemar K-pop generasi Z di Jabodetabek. Hal ini berarti semakin tinggi hubungan parasosial maka semakin tinggi pula motif media sosial pada penggemar K-pop generasi Z di Jabodetabek. Kata Kunci: Motif Media Sosial, Hubungan Parasosial, Penggemar K-pop, Generasi Z
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