HUBUNGAN MENTAL HEALTH AND ATTITUDE TOWARD MONEY TERHADAP PERFORMANCE PADA HOST LIVE STREAMING E-COMMERCE

RACHMAWATY, NADA (2024) HUBUNGAN MENTAL HEALTH AND ATTITUDE TOWARD MONEY TERHADAP PERFORMANCE PADA HOST LIVE STREAMING E-COMMERCE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The year 2023 has been a dynamic period for the e-commerce industry in Indonesia, with live streaming emerging as a key strategy to boost sales and provide a platform for local brands and SMEs to reach their target audience. This study aims to examine the relationship between mental health, attitudes toward money, and the performance of live streaming hosts on e-commerce platforms such as Shopee Live, TikTok Live, Lazada Live, and Tokopedia Play. This research employs a quantitative method with non-probability convenience sampling involving 269 participants, specifically host live streaming workers in Jakarta. Participants responded to questionnaires using the Mental Health Continuum-Short Form (MHC-SF) developed by Keyes, C. L. M., the Money Ethic Scale (MES) developed by Tang T. L. P., and the Work Role Performance Scale (WRPS) by Griffin, M. A. The findings reveal a positive and significant relationship between mental health and host performance. A positive attitude toward money is also positively related to performance. These findings highlight the importance of supporting mental health and maintaining a healthy attitude toward money to enhance the performance of live streaming hosts in the e-commerce industry. Therefore, companies are recommended to provide mental health programs and financial management training for live streaming hosts. Tahun 2023 menjadi tahun dinamika menarik dalam industri e-commerce di Indonesia. Live streaming telah muncul sebagai salah satu strategi utama untuk meningkatkan penjualan dan menyediakan platform bagi merek lokal dan UKM untuk menjangkau target audiens mereka. Penelitian ini bertujuan untuk menguji hubungan antara kesehatan mental, sikap terhadap uang, dan kinerja host live streaming di platform e-commerce seperti Shopee Live, TikTok Live, Lazada Live, dan Tokopedia Play. Penelitian ini menggunakan metode kuantitatif dengan penelitian ini adalah non-probabilitay dengan convenience sampling kepada 269. Subjek yaitu para pekerja Host Live Streaming Ecommerce di Jakarta. Subjek menanggapi kuisioner dari alat ukur Mental Health Continuum (MHC-SF) di kembangkan oleh Keyes, C. L. M., Money Ethic Scale (MES) yang di kembangkan oleh Tang T. L .P., serta Work Roll Performance Scale (WRPS) Grifin, M. A. Hasil penelitian menunjukkan bahwa terdapat hubungan positif dan signifikan antara kesehatan mental dengan kinerja host. Sikap positif terhadap uang juga berhubungan positif dengan kinerja. Temuan ini menegaskan pentingnya mendukung kesehatan mental dan sikap yang sehat terhadap uang untuk meningkatkan kinerja host live streaming di industri e-commerce. Oleh karena itu, perusahaan disarankan untuk menyediakan program kesehatan mental dan pelatihan manajemen keuangan untuk host live streaming.

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