Kualitas Konten Isu Sosial Akun TikTok @sadampermanawiyana Terhadap Sikap Followers.

Abstract

Penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh kualitas konten isu sosial akun TikTok @sadampermanawiyana terhadap sikap followers. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis deskriptif dan inferensial. Sampel yang digunakan sebanyak 100 responden daring yang merupakan followers akun TikTok @sadampermanawiyana. Data dikumpulkan melalui kuesioner secara daring. Teknik pengambilan sampel menggunakan purposive sampling dengan margin of error sebesar 10%. Hasil penelitian menunjukkan bahwa kualitas konten isu sosial berada pada kategori sangat baik dengan nilai rata-rata sebesar 86,67%, sedangkan sikap followers berada pada kategori sangat baik dengan nilai rata-rata sebesar 85,33%. Hasil penelitian juga menunjukkan bahwa kualitas konten isu sosial akun TikTok @sadampermanawiyana berpengaruh positif dan signifikan terhadap sikap followers dengan koefisien determinasi sebesar 67,4%. Temuan ini menunjukkan bahwa kualitas konten memiliki peran penting dalam membentuk sikap followers terhadap isu sosial yang disampaikan melalui media sosial.

This study aimed to analyze the influence of the quality of social issue content on the TikTok account @sadampermanawiyana on followers' attitudes. This study employed a quantitative approach using descriptive and inferential analyses. The sample consisted of 100 online respondents who were followers of the TikTok account @sadampermanawiyana. Data were collected through an online questionnaire. The sampling technique used was purposive sampling with a margin of error of 10%. The results showed that the quality of social issue content was categorized as very good, with an average score of 86.67%, while followers' attitudes toward social issues were also categorized as very good, with an average score of 85.33%. Furthermore, the quality of social issue content on the TikTok account @sadampermanawiyana had a positive and significant influence on followers' attitudes, with a coefficient of determination of 67.4%. These findings indicate that content quality plays an important role in shaping followers' attitudes toward social issues communicated through social media.