Firmansyah, Iqbal Shofwan (2025) Analisis Pengaruh Penggunaan Humor dan Originality Pada Konten Media Sosial Dimediasi oleh Hedonic Experience Terhadap Intention to Follow (Studi: Pada Gen Z di Surabaya). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penggunaan media sosial, khususnya Instagram, telah menjadi bagian penting dalam kehidupan masyarakat Indonesia, dengan persentase pengguna mencapai 85,4% pada tahun 2024. Instagram menjadi platform utama bagi konten visual yang mempengaruhi keterlibatan pengguna melalui elemen seperti humor dan originality. Penggunaan humor dalam konten media sosial menjadi strategi yang semakin populer untuk meningkatkan keterlibatan pengguna, namun dampaknya terhadap niat mengikuti akun (intention to follow) masih menjadi pertanyaan, terutama di kalangan Gen Z dan Millennial di Surabaya. Penelitian ini bertujuan untuk menganalisis pengaruh originality dan humor pada konten media sosial terhadap hedonic experience dan intention to follow the account pengguna Instagram. Penelitian ini menggunakan teori motivasi harapan (Expectancy Theory of Motivation) dan hedonisme. Penelitian dilakukan dengan pendekatan kuantitatif melalui survei online menggunakan kuesioner kepada 170 responden berusia 16-34 tahun di Surabaya dengan kriteria setidaknya menggunakan media sosial Instagram satu hari sekali dan pernah menonton konten humor marketing di Instagram dan diolah dan dianalisis melalui Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa originality dan humor memiliki pengaruh positif terhadap hedonic experience, dan originality memiliki pengaruh positif terhadap intention to follow the account. Namun, hedonic experience tidak menunjukkan pengaruh signifikan terhadap intention to follow. Penelitian ini merekomendasikan agar content creator dan brand lebih berfokus pada keaslian dan humor untuk meningkatkan keterlibatan pengguna. Penelitian selanjutnya disarankan untuk memperluas cakupan wilayah, melibatkan generasi yang lebih beragam, serta mengeksplorasi platform media sosial lainnya seperti TikTok atau Facebook.
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The use of social media, particularly Instagram, has become an integral part of Indonesian society, with user penetration reaching 85.4% in 2024. Instagram has emerged as the leading platform for visual content that influences user engagement through elements such as humor and originality. Humor in social media content has become an increasingly popular strategy to boost user engagement; however, its impact on the intention to follow an account remains unclear, especially among Gen Z and Millennials in Surabaya. This study aims to analyze the influence of originality and humor in social media content on hedonic experience and the intention to follow Instagram accounts. The study is based on the Expectancy Theory of Motivation and hedonism. A quantitative approach was employed through an online survey using questionnaires distributed to 170 respondents aged 16-34 years in Surabaya. Respondents were required to use Instagram at least once a day and to have watched humor marketing content on the platform. The data was processed and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The findings indicate that originality and humor have a positive influence on hedonic experience, and originality also has a positive influence on the intention to follow an account. However, hedonic experience does not significantly affect the intention to follow. This study recommends that content creators and brands focus more on originality and humor to enhance user engagement. Future research should consider expanding the geographical scope, including a more diverse generation, and exploring other social media platforms such as TikTok or Facebook.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Social Media Content, Humor, Originality, Hedonic Experience, Intention to Follow |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Iqbal Shofwan Firmansyah |
| Date Deposited: | 02 Feb 2025 07:26 |
| Last Modified: | 02 Feb 2025 07:26 |
| URI: | http://repository.its.ac.id/id/eprint/117241 |
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