HUBUNGAN PARASOSIAL FANDOM PANAROMA DALAM MEMPENGARUHI LOYALITAS PENGGUNAAN RCTI+ PADA PROGRAM IDOLYFE

    Azizah Ghina Aulia, - (2024) HUBUNGAN PARASOSIAL FANDOM PANAROMA DALAM MEMPENGARUHI LOYALITAS PENGGUNAAN RCTI+ PADA PROGRAM IDOLYFE. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Pertumbuhan pangsa pasar di dunia hiburan dan media digital yang
    mengalami peningkatan setiap tahunnya dan diproyeksikan akan mencapai 83.82
    miliar menimbulkan lahirnya berbagai platform OTT. Indonesia memiliki platform
    OTT lokal seperti RCTI+ dan Vidio. Pada tahun 2021 RCTI+ menjadi aplikasi OTT
    populer di Indonesia. Namun tahun 2022 survey Nielsen mengatakan RCTI+ hanya
    mengalami peningkatan konsumsi sebesar 0.9% di tahun 2022. oleh karena itu
    RCTI+ melakukan upaya dengan membuat program idolyfe untuk dapat
    meningkatkan konsumsi pada aplikasi dan mendapatkan pengguna baru. Program
    idolyfe menjadi unggulan karena didukung dengan keterlibatan aktif fandom
    gabungan dari para host bernama PaNaRoMa yang turut melakukan penyebaran
    informasi secara massif di media sosial dengan melakukan interaksi parasosial.
    Daya tarik dari host yang merupakan idola individu fandom meningkatkan minat
    menonton dan mendorong adanya loyalitas dari fandom dalam menggunakan
    aplikasi RCTI+ untuk menonton hingga merekomendasikan program tersebut
    kepada orang lain. Penelitian ini bertujuan untuk mengetahui karakteristik fandom
    menggunakan aplikasi RCTI+ dan mengetahui seberapa besar hubungan interaksi
    parasosial terhadap loyalitas penggunaan aplikasi. Data penelitian didapatkan dari
    studi literatur, observasi, dan penyebaran kuesioner daring dengan teknik analisis
    simple random sampling. Metode penelitian menggunakan pendekatan kuantitatif
    deskriptif dan teknik penarikan sampel menggunakan simple random sampling.
    Hasil penelitian didapatkan sebagian besar fandom baru menggunakan RCTI+
    ketika program Idolyfe ada dan adanya hubungan yang signifikan dari adanya
    interaksi parasosial fandom terhadap loyalitas pengguna.

    The growth of market share in the entertainment and digital media sectors,
    which has increased annually and is projected to reach 83.82 billion, has led to the
    emergence of various OTT platforms. Indonesia has local OTT platforms such as
    RCTI+ and Vidio. In 2021, RCTI+ became a popular OTT application in Indonesia.
    However, a Nielsen survey in 2022 indicated that RCTI+ only saw a 0.9% increase
    in consumption in 2022. Therefore, RCTI+ made efforts to boost app consumption
    and attract new users by launching the Idolyfe program. The Idolyfe program
    became a highlight as it was supported by the active involvement of a combined
    fandom led by hosts named PaNaRoMa, who massively spread information on
    social media through parasocial interactions. The appeal of these hosts, who are
    individual fandom idols, increased viewer interest and fostered loyalty among
    fandom members in using the RCTI+ app to watch the program and recommend it
    to others. This study aims to identify the characteristics of fandom using the RCTI+
    app and determine the extent of the relationship between parasocial interactions
    and app usage loyalty. The research data were obtained from literature studies,
    observations, and the distribution of online questionnaires using purposive
    sampling analysis techniques. The research method employed a descriptive
    quantitative approach, and the sampling technique used was simple random
    sampling. The results of the study indicated that most new fandom members started
    using RCTI+ when the Idolyfe program was available, and there was a significant
    relationship between fandom parasocial interactions and user loyalty.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=KuSNBOUAAAAJ ID SINTA Dosen Pembimbing: Adam Hermawan: 6681172 Btari Mariska Purwaamijaya: 6681170
    Uncontrolled Keywords: OTT, Interaction Parasocial, User Loyalty. OTT, Interaction Parasocial, User Loyalty.
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
    Depositing User: Azizah Ghina Aulia
    Date Deposited: 05 Nov 2024 02:26
    Last Modified: 05 Nov 2024 02:26
    URI: http://repository.upi.edu/id/eprint/126818

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