Pengaruh Film Home Sweet Loan terhadap Kesadaran Finansial Generasi Z (Studi Pada Pengikut Akun Instagram @homesweetloanfilm)

Abstract

Perkembangan media digital telah mengubah cara generasi muda mengakses informasi, termasuk dalam hal edukasi finansial. Film kini tidak hanya menjadi sarana hiburan, tetapi juga media edukasi yang efektif. Salah satunya adalah Home Sweet Loan, film yang mengangkat isu pengelolaan keuangan personal dan menarik perhatian generasi Z di Instagram. Penelitian ini bertujuan untuk menganalisis pengaruh film Home Sweet Loan terhadap kesadaran finansial pengikut akun Instagram @homesweetloanfilm. Penelitian menggunakan teori Stimulus-Organism-Response (S-O-R), dengan variabel independen berupa paparan film (atensi, frekuensi, durasi) dan variabel dependen berupa kesadaran finansial (pendapatan, pengelolaan keuangan, investasi). Metode penelitian ini adalah kuantitatif melalui survei terhadap 65 responden dengan teknik purposive sampling. Analisis data menggunakan regresi linear sederhana. Hasil penelitian menunjukkan bahwa faktor atensi memiliki pengaruh paling signifikan terhadap kesadaran finansial. Film ini memberikan pengaruh sebesar 14,5% terhadap peningkatan kesadaran finansial dengan nilai signifikansi 0,002 (<0,05). Temuan ini menegaskan bahwa film dapat menjadi media edukasi finansial alternatif yang efektif, terutama jika dikemas dengan narasi yang relevan dan disebarkan melalui platform digital seperti Instagram.

The growth of digital media has transformed how young generations access information, including financial literacy. Films are no longer limited to entertainment but also serve as powerful educational tools. Home Sweet Loan, a film that highlights personal financial management, has captured the attention of Generation Z on Instagram. This study aims to analyze the effect of the Home Sweet Loan film on the financial awareness of Instagram followers of @homesweetloanfilm. The research is grounded in the Stimulus-Organism-Response (S-O-R) theory, with the independent variable being exposure to the film (attention, frequency, duration), and the dependent variable being financial awareness (income, money management, investment). A quantitative approach was employed using a survey method with 65 respondents selected via purposive sampling. The data were analyzed using simple linear regression. The results indicate that attention has the most significant influence on financial awareness. The film contributes 14.5% to financial awareness improvement, with a significance value of 0.002 (<0.05). These findings affirm that films can serve as effective alternative media for financial education, particularly when presented in relatable narratives and distributed through digital platforms like Instagram.