STORYTELLING ENDORSEMENT DAN INISIASI HUBUNGAN ROMANTIS (STUDI KORELASI ENDORSEMENT FORE COFFEE TERHADAP PENGIKUT AKUN INSTAGRAM PERSONAL INFLUENCER @AMRAZING)

Mutiara Ramadhanti Putriyani, - (2021) STORYTELLING ENDORSEMENT DAN INISIASI HUBUNGAN ROMANTIS (STUDI KORELASI ENDORSEMENT FORE COFFEE TERHADAP PENGIKUT AKUN INSTAGRAM PERSONAL INFLUENCER @AMRAZING). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Pesatnya pertumbuhan teknologi digital memicu transformasi berbagai aktivitas dari cara tradisional menjadi terdigitalisasi, termasuk diantaranya storytelling endorsement. Alexander Thian, seorang influencer dengan akun Instagram @amrazing menggunakan metode storytelling endorsement sebagai ciri khas dalam kegiatan endorsement miliknya. Fore Coffe merupakan produk storytelling endorsement terbaru miliki @amrazing yang mengangkat kisah tentang proses inisiasi hubungan romantis. Penelitian ini bertujuan untuk mengetahui adanya hubungan atau korelasi antara storytelling endorsement dengan inisiasi hubungan romantis. Landasan teori dalam penelitian ini adalah teori penetrasi sosial. Variabel storytelling endrosement terdiri atas sub variabel aksi, komunikasi, transmisi nilai, pengetahuan, aspek pencapaian digital, dan aspek kombinasi. Variabel inisasi hubungan romantis terdiri atas sub variabel waiting, hinting, direct, dan third-party intervention. Penelitian ini menggunakan pendekatan kuantitatif dengan metode studi korelasi. Penelitian disebarkan kepada 100 pengikut @amrazing yang ditentukan oleh teknik simple random sampling. Hasil penelitian menunjukkan bahwa: 1) Ada hubungan positif antara variabel aksi dengan inisiasi hubungan romantis. 2) Ada hubungan positif antara variabel komunikasi dengan inisiasi hubungan romantis, namun memiliki korelasi yang lemah. Ada hubungan positif antara variabel transmisi nilai dengan inisiasi hubungan romantis. 4) Terdapat hubungan positif antara variabel pengetahuan dengan inisiasi hubungan romantis. 5) Terdapat hubungan positif antara variabel aspek pencapaian digital dengan inisiasi hubungan romantis. 6) Ada hubungan positif antara variabel aspek kombinasi dengan inisiasi hubungan romantis. 7) Ada hubungan positif yang signifikan antara storytelling endorsement dengan inisiasi hubungan romantis. Dengan demikian, terdapat temuan baru dalam topik penelitian mengenai storytelling, yakni adanya hubungan antara storytelling endorsement dengan inisiasi hubungan romantis. Digital technology’s rapid development transformed many traditional activities to become digitized, storytelling endorsement was one of them. Alexandher Thian, an influencer namely @amrazing on Instagram utilized the storytelling endorsement method as his special features while endorsing. Fore Coffee is one of his latest project that applied storytelling endorsement that tells a story about romantic relationship initiation. This research intend to figure out the relationship between storytelling endorsement and romantic relationship initiation. The grand theory in this research is the social penetration theory. The storytelling endorsement variable consists of several sub-variables such as action, communication, value transmission, knowledge, digital creation aspect and combination aspect. The romantic relationship initiation variable consists of several sub-variables such as waiting, hinting, direct, and third party intervention. This research used quantitative approach with correlation study as its method. The questionnaire was spread to 100 followers of @amrazing Instagram account that was determined by simple random sampling technique. The research found that: 1) There is a significantly positive relation between action and romantic relationship initiation, 2) There is a significantly positive relation between communication and romantic relationship initiation, 3) There is a significantly positive relation between value transmission and romantic relationship initiation, 4) There is a significantly positive relation between knowledge and romantic relationship initiation, 5) There is a significantly positive relation between digital creation aspect and romantic relationship initiation, 6) There is a significantly positive relation between combination aspect and romantic relationship initiation, 7) There is a significantly positive relation between storytelling endorsement and romantic relationship. Therefore, this research contains novelty on storytelling related topics that there is any significant relation between storytelling endorsement and romantic relationship.

Item Type: Thesis (S1)
Uncontrolled Keywords: Storytelling, Storytelling Endorsement, Inisiasi Hubungan Romantis, Instagram, Teori Penetrasi Sosial
Subjects: H Social Sciences > H Social Sciences (General)
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi
Depositing User: Mutiara Ramadhanti Putriyani
Date Deposited: 07 Mar 2022 04:09
Last Modified: 07 Mar 2022 04:09
URI: http://repository.upi.edu/id/eprint/71335

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