PENGARUH BEAUTY PRIVILEGE TERHADAP RESPONS NETIZEN DAN SANKSI SOSIAL ATAS PERILAKU KONTROVERSIAL PUBLIC FIGURE DI MEDIA SOSIAL

Rahmi Nursyita, - and Elly Malihah, - and Supriyono, - (2025) PENGARUH BEAUTY PRIVILEGE TERHADAP RESPONS NETIZEN DAN SANKSI SOSIAL ATAS PERILAKU KONTROVERSIAL PUBLIC FIGURE DI MEDIA SOSIAL. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini dilatarbelakangi oleh fenomena beauty privilege, yaitu kecenderungan bahwa individu yang memenuhi stan dar kecantikan memperoleh perlakuan lebih baik serta sanksi sosial lebih ringan dibandingkan mereka yang tidak sesuai standar tersebut. Tujuan penelitian ini adalah mengetahui pengaruh penampilan fisik terhadap perlakuan sosial, serta pengaruh beauty privi lege terhadap respons netizen dan sanksi sosial atas perilaku kontroversial public figure di media sosial. Metode penelitian menggunakan pendekatan kuantitatif dengan analisis deskriptif dan uji korelasi Spearman Rank. Sampel penelitian terdiri atas 350 re sponden pengguna aktif TikTok berusia 18 34 tahun. Data dikumpulkan melalui kuesioner skala Likert 1 4 yang kemudian dianalisis secara statistik. Hasil analisis deskriptif menunjukkan bahwa variabel beauty privilege berada pada kategori sedang dengan persentase 68,9%, variabel respons netizen berada pada kategori sedang dengan persentase 55,1%, dan variabel sanksi sosial berada pada kategori sedang dengan persentase 74%. Temuan ini memberikan gambaran bahwa meskipun faktor penampilan masih memiliki pengaruh dalam interaksi digital, persepsi netizen tidak sepenuhnya ditentukan oleh aspek fisik semata, melainkan juga dipengaruhi faktor lain seperti kualitas konten, perilaku, dan interaksi sosial public figure. Hasil uji korelasi Spearman menunjukkan bahwa: (1) penampilan fisik berpengaruh negatif terhadap perlakuan sosial dengan nilai korelasi 0,145 (sangat lemah); (2) beauty privilege berpengaruh positif terhadap respons netizen dengan nilai korelasi 0,459 (sedang); dan (3) beauty privilege berpengaruh negatif terhadap sanksi sosial dengan nilai korelasi 0,360 (lemah). Dengan demikian, dapat ditegaskan bahwa beauty privilege turut membentuk cara netizen merespons dan memberikan sanksi sosial terhadap public figure. Implikasi penelitian ini mendorong masyaraka t untuk lebih kritis agar tidak terjebak bias penampilan, serta membangun budaya interaksi digital yang adil dan beretika. This study is motivated by the phenomenon of beauty privilege, namely the tendency for individuals who meet prevailing beauty standards to receive better treatment and lighter social sanctions compared to those who do not. The purpose of this research is t o examine the influence of physical appearance on social treatment, as well as the influence of beauty privilege on netizens’ responses and social sanctions toward controversial behaviors of public figures on social media. The research method employed a qu antitative approach with descriptive analysis and Spearman Rank correlation tests. The sample consisted of 350 active TikTok users aged 18 34 years. Data were collected through a 4 point Likert scale questionnaire and analyzed statistically. The descriptiv e analysis results indicate that the beauty privilege variable falls into the moderate category with a percentage of 68.9%, the netizen response variable also falls into the moderate category with 55.1%, and the social sanction variable falls into the mode rate category with 74%. These findings illustrate that while physical appearance still plays a role in shaping digital interactions, netizens’ perceptions are not solely determined by physical aspects, but are also influenced by other factors such as conte nt quality, behavior, and social interaction of public figures. The Spearman correlation results reveal that: (1) physical appearance has a negative effect on social treatment with a correlation value of 0.145 (very weak); (2) beauty privilege has a posit ive effect on netizens’ responses with a correlation value of 0.459 (moderate); and (3) beauty privilege has a negative effect on social sanctions with a correlation value of 0.360 (weak). Thus, it can be emphasized that beauty privilege significantly sha pes how netizens respond to and impose social sanctions on public figures. The implications of this study encourage society to be more critical in avoiding appearance bias and to foster a fair and ethical culture of digital interaction.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=RAHMI+NURSYITA# ID SINTA Dosen Pembimbing: Elly Malihah: 5978468 Supriyono: 5992869
Uncontrolled Keywords:	Beauty Privilege, Media Sosial, Respons Netizen, Sanksi Sosial Beauty Privilege, Netizens’ Responses, Social Media, Social Sanctions
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HM Sociology L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Sosiologi
Depositing User:	Rahmi Nursyita -
Date Deposited:	25 Sep 2025 14:04
Last Modified:	25 Sep 2025 14:04
URI:	http://repository.upi.edu/id/eprint/140737

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