PENGARUH ONLINE SHOP DI INSTAGRAM TERHADAP PERILAKU KONSUMTIF PEGAWAI NEGERI SIPIL (PNS) (Studi pada PNS Dinas Komunikasi dan Informatika Provinsi Lampung)

HILDA ARDILA APRILIYANI, 1116031051 (2015) PENGARUH ONLINE SHOP DI INSTAGRAM TERHADAP PERILAKU KONSUMTIF PEGAWAI NEGERI SIPIL (PNS) (Studi pada PNS Dinas Komunikasi dan Informatika Provinsi Lampung). Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.

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DAFTAR GAMBAR.pdf

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DAFTAR ISI.pdf

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DAFTAR LAMPIRAN.pdf

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DAFTAR TABEL.pdf

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MENGESAHKAN.pdf

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PERSEMBAHAN.pdf

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SANWACANA.pdf

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SURAT PERNYATAAN.pdf

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Abstrak

Abstrak Terpaan media adalah keadaan dimana seseorang mengalami penerimaan pesan dari media, baik yang dilakukan sesekali ataupun yang dilakukan berulang-ulang. Dalam hal ini online shop di instagram mengambil peranan yang dominan guna mempromosikan produk yang mereka akan pasarkan pada konsumen. Online shop telah banyak di Instagram searah dengan semakin berkembangnya bisnis dan meningkatnya kebutuhan di masyarakat. Hal ini bisa memicu perilaku konsumtif, ketika individu yang menerima terpaan tidak dapat mengendalikan keingininan yang berlebihan. Media sangat berperan membangun pikiran dalam kegiatan konsumsi, karena hubungan media dengan kehidupan sehari-hari sangat erat. Penelitian ini dilaksanakan di Dinas Komunikasi dan Informatika Provinsi Lampung tahun 2014/2015 yang bertujuan untuk mengetahui besarnya pengaruh online shop di instagram terhadap perilaku konsumtif PNS Dinas Komunikasi dan Informatika Provinsi Lampung. Penelitian ini menggunakan teori reinforcement imitasi dengan pengukuruan menggunakan fase-fase observational learning, yaitu attention, retention, motoric reproduction,dan motivation. Penelitian ini adalah penelitian deskriptif yang menggunakan metode survei dan dengan alat bantu kuesioner. Analisis data penelitian ini menggunakan uji regresi sederhana, dan uji T. Sampel pada penelitian adalah PNS Dinas Komunikasi dan Informatika Provinsi Lampung yang berjumlah 30 orang, yang terdiri 18 perempuan dan 12 laki-laki. Hasil penelitian menunjukkan bahwa besarnya pengaruh online shop di instagram terhadap perilaku konsumtif PNS Dinas Komunikasi dan Informatika Provinsi Lampung sebesar 50,2%, sedangkan sisanya 49,8% dipengaruhi oleh faktor-faktor yang tidak diteliti dalam penelitian ini. Tingkat korelasi antara terpaan online shop di instagram terhadap perilaku konsumtif PNS Dinas Komunikasi dan Informatika Provinsi Lampung arahnya positif dan berada pada tingkat yang kuat, dimana nilai koefisiem korelasi (R) didapat sebesar 0,708. Terdapat pengaruh terpaan online shop di Instagram terhadap perilaku konsumtif PNS Dinas Komunikasi dan Informatika Provinsi Lampung. Hal ini terbukti dengan Thitung = 5,310 > nilai T tabel = 1,697. Kata kunci: instagram, online shop, PNS, perilaku konsumtif Abstract Media exposure is a condition which a person gets an information from media, whether it is for one time or daily time. In this case the online shop on instagram take a dominant role in order to promote their products to be spread to the consumers. There are lots of Online shop that people can find on Instagram in line with the growing of business and people need in the community. It can increase the consumer behavior, when individuals who receive the exposure can not control their needs. The media plays an important role in building the mind consumption activities, because the relationship between the media and lifestyle is very close. The research was conducted in the Department of Communication and Information Technology Lampung Province in 2014/2015 which aims to determine the influence of the online shop in instagram on consumer behavior PNS Communications and Information Agency of Lampung Province. This study uses the theory of imitation by measuring the reinforcement using observational learning phases, namely attention, retention, motoric reproduction, and motivation. This study is a descriptive study using a survey method and the questionnaire test. To get the data, the researcher used simple regression test, and test T. The Samples were 30 persons of civil servants of Communications and Information Agency of Lampung Province, consisted 18 women and 12 men. The results showed that the influence of the online shop in consumer behavior PNS instagram for Communications and Information Agency of Lampung Province 50.2%, while the remaining 49.8% is influenced by factors not examined in this study. The correlation between the exposure to the online shop on instagram and consumer behavior PNS Communications and Information Agency of Lampung Province is in the positive case and at the strong level, where the value koefisiem correlation (R) obtained at 0.708. There is the effect of exposure to the online shop on Instagram on consumer behavior PNS Communications and Information Agency of Lampung Province. This was proved by Thitung = 5.310> T table value = 1.697. Keywords: instagram, online shop, PNS, consumer behavior

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences > HE Transportation and Communications
J Political Science > JS Local government Municipal government
Program Studi: Fakultas ISIP > Prodi Komunikasi
Depositing User: Robidin
Date Deposited: 04 May 2015 04:49
Last Modified: 04 May 2015 04:49
URI: http://digilib.unila.ac.id/id/eprint/9679

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