PENGARUH INTENSITAS MENONTON SINETRON “IKATAN CINTA” TERHADAP PERILAKU IMITASI GAYA BERPAKAIAN PENGIKUT AKUN FANBASE (Studi Korelasi pada Pengikut Akun Instagram @Alandin_Story44)

Fara Bai'atun Nisaa, - (2022) PENGARUH INTENSITAS MENONTON SINETRON “IKATAN CINTA” TERHADAP PERILAKU IMITASI GAYA BERPAKAIAN PENGIKUT AKUN FANBASE (Studi Korelasi pada Pengikut Akun Instagram @Alandin_Story44). S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu/

Abstract

ABSTRAK Fesyen memiliki banyak peminat dikalangan masyarakat. Salah satunya terhadap pakaian yang menjadi kebutuhan paling laris terjual saat Hari Belanja Online Nasional 2021. Tingginya kebutuhan masyarakat terhadap pakaian tersebut juga ditandai dengan semakin maraknya tren berpakaian dan gaya berpakaian di kalangan masyarakat. Tren tersebut menciptakan perilaku meniru terhadap gaya berpakaian orang lain. Selain itu, perilaku imitasi dapat dipengaruhi oleh media televisi. Salah satu program televisi favorit masyarakat adalah sinetron. Berdasarkan hal tersebut, tujuan penelitian ini adalah untuk menganalisis ada tidaknya pengaruh intensitas menonton sinetron yang diukur dalam frekuensi, durasi, daya kosentrasi, dan penghayatan terhadap perilaku imitasi gaya berpakaian pengikut akun fanbase @Alandin_Story44. Penelitian ini dilakukan terhadap sinetron Ikatan Cinta dengan memakai 100 responden pengikut akun fanbase @Alandin_Story44 di Instagram. Penelitian ini memakai pendekatan kuantitatif dengan metode eksplanatif. Dari hasil penelitian diperoleh bahwa terdapat pengaruh positif antara intensitas menonton sinetron Ikatan Cinta terhadap perilaku imitasi gaya berpakaian, dimana frekuensi, durasi, daya kosentrasi, dan penghayatan berpengaruh positif secara signifikan terhadap perilaku imitasi gaya berpakaian. Hasil keseluruhan menunjukkan besarnya regresi antara variabel independen dan dependen adalah sebesar 36,8%. Kata Kunci: Intensitas Menonton, Televisi, Perilaku Imitasi, Gaya Berpakaian ABSTRACT Fashion has many fans among the people. One of them is the clothes that are the best-selling necessities sold during the 2021 National Online Shopping Day. The high public need for these clothes is also marked by the increasingly widespread trends in clothing and dress styles among the community. This trend creates imitative behavior towards other people's dress styles. In addition, imitation behavior can be influenced by television media. One of the public's favorite television programs is soap operas. Based on this, the purpose of this study was to analyze whether or not the intensity of watching soap operas was measured in frequency, duration, concentration, and appreciation of the imitation behavior of the followers of the @Alandin_Story44 fanbase account. This research was conducted on the soap opera Ikatan Cinta using 100 respondents following the @Alandin_Story44 fanbase account on Instagram. This study uses a quantitative approach with an explanatory method. From the results of the study, it was found that there was a positive influence between the intensity of watching the soap opera Ikatan Cinta on the behavior of imitation of dress style, where frequency, duration, concentration, and appreciation had a significant positive effect on the behavior of imitation of dress style. The overall results show the magnitude of the regression between the independent and dependent variables is 36.8%. Keywords: Watching Intensity, Television, Imitation Behavior, Dress Style

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing: Ridwan Effendi : 5993378 Yani Kusmarni : 6115838
Uncontrolled Keywords: intensitas menonton, televisi, perilaku imitasi, gaya berpakaian
Subjects: H Social Sciences > HE Transportation and Communications
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi
Depositing User: Fara Bai'atun Nisaa
Date Deposited: 18 Oct 2022 06:42
Last Modified: 18 Oct 2022 06:42
URI: http://repository.upi.edu/id/eprint/84396

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