Jenita Rahma Alifia, - and Cecep Darmawan, - and Firman Aziz, - (2025) PENGARUH SOCIAL MEDIA INFLUENCER (SMI) TERHADAP PEMBENTUKAN ECHO CHAMBER EFFECT (ECE) DI MEDIA SOSIAL PADA PEMILU 2024: Studi Korelasional pada Pengikut Akun Tik Tok @raffinagita1717 Usia 17-55 Tahun. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Media sosial menjadi kanal utama penyebaran informasi politik pada Pemilu 2024 dimana Social Media Influencer (SMI) memegang peran penting dalam membentuk opini publik. Peran SMI tidak hanya memengaruhi persepsi audiens namun juga berpotensi menciptakan fenomena Echo Chamber Effect, yakni kondisi ketika pengguna membentuk ruang gema yang berisi paparan informasi homogen dan kepercayaan yang sama. Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Influencer (SMI) terhadap pembentukan Echo Chamber Effect di media sosial. Two-step Flow Theory menjadi landasan dalam menyusun kerangka analisis penelitian. Penelitian menggunakan metode korelasional dengan pendekatan kuantitatif. Sampel sebanyak 348 responden ditentukan melalui teknik purposive sampling dari pengikut akun Tik Tok @raffinagita1717. Instrumen yang digunakan adalah kuesioner dengan skala likert. Data dikumpulkan melalui Google Form dan disebarkan di berbagai media sosial. Variabel independen (X) adalah Social Media Influencer dengan tiga sub-variabel: opinion leader, information flow, dan media influence, yang dianalisis pengaruhnya terhadap variabel dependen (Y) yaitu Echo Chamber Effect. Analisis data dilakukan menggunakan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa: Kesatu, opinion leader berpengaruh signifikan terhadap pembentukan Echo Chamber Effect. Kedua, information flow berpengaruh signifikan terhadap pembentukan Echo Chamber Effect. Ketiga, media influence berpengaruh signifikan terhadap pembentukan Echo Chamber Effect. Keempat dan terakhir, secara keseluruhan Social Media Influencer berpengaruh signifikan terhadap pembentukan Echo Chamber Effect. Variabel X mampu menjelaskan 93,1% variasi dari variabel dependen yaitu Echo Chamber Effect, sedangkan sisanya dipengaruhi faktor lain. Penelitian ini menyimpulkan bahwa peran Social Media Influencer krusial dalam memperkuat polarisasi informasi di ruang digital. Temuan ini dapat menjadi rujukan bagi pengambil kebijakan, pelaku media, dan akademisi dalam merumuskan strategi komunikasi politik yang lebih inklusif. Social media has become the primary channel for disseminating political information during the 2024 General Election, where Social Media Influencers (SMIs) played a crucial role in shaping public opinion. Beyond influencing their audience's perceptions, SMIs also have the potential to foster the Echo Chamber Effect—a condition in which users are exposed to homogeneous information and shared beliefs within a closed environment. This study aims to analyze the influence of Social Media Influencers on the formation of the Echo Chamber Effect in social media. The Two-Step Flow Theory serves as the theoretical foundation for constructing the research framework. This research employed a correlational method with a quantitative approach. A total of 348 respondents were selected through purposive sampling from followers of the Tik Tok account @raffinagita1717. The research instrument consisted of a Likert-scale questionnaire, and the data were collected via Google Forms distributed across various social media platforms. The independent variable (X) is Social Media Influencer, consisting of three sub-variables: opinion leader, information flow, and media influence, which were examined for their influence on the dependent variable (Y), the Echo Chamber Effect. Data analysis was conducted using multiple linear regression. The findings reveal that, first, opinion leader significantly influences the formation of the Echo Chamber Effect; second, information flow significantly influences the Echo Chamber Effect; third, media influence significantly influences the Echo Chamber Effect; and finally, SMIs as a whole significantly influence the Echo Chamber Effect. The independent variable accounts for 93.1% of the variance in the Echo Chamber Effect, with the remainder explained by other factors. This study concludes that SMIs play a pivotal role in reinforcing information polarization in digital spaces. These findings can serve as a reference for policymakers, media practitioners, and academics in developing more inclusive political communication strategies.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: Cecep Darmawan: 5989822 Firman Aziz: 6036674 |
| Uncontrolled Keywords: | Media Sosial, TikTok @raffinagita1717, Social Media Influencer, Echo Chamber Effect, Two-step Flow Theory Social Media, TikTok @raffinagita1717, Social Media Influencer, Echo Chamber Effect, Two-step Flow Theory |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HM Sociology J Political Science > JA Political science (General) L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi |
| Depositing User: | Jenita Rahma Alifia |
| Date Deposited: | 15 Oct 2025 04:40 |
| Last Modified: | 15 Oct 2025 04:40 |
| URI: | http://repository.upi.edu/id/eprint/143197 |
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