PENGARUH KETERLIBATAN MEDIA SOSIAL, PLATFORM MEDIA SOSIAL TERHADAP KEGIATAN KONSUMSI RUMAH TANGGA DI INDONESIA

  • Herispon Herispon Akademi Keuangan & Perbankan Riau Pekanbaru, Sekolah Tinggi Ilmu Ekonomi Riau
Keywords: Engagement, Social Media Platform, Social Media Penetration, Household Consumption

Abstract

This study examines the effect of the involvement of social media and social media platforms on household consumption activities, investigates the type and number of activities involving social media in household consumption. Using the household unit as the population and represented by one person or the head of the family as the sample, as many as 717 respondents. sampling method; convenience sampling. This study found, that; the involvement of social media and social media platforms has a statistically significant effect of 29 percent at a moderate level of influence on household consumption activities. This study can explore as many as 27 types of consumption activities in the household involving social media. Conclusion that social media engagement and platforms cannot be separated from current household consumption activities, and it is assumed that more consumption activities will involve social media.

Studi ini menguji pengaruh keterlibatan media sosial dan platform media sosial terhadap kegiatan konsumsi rumah tangga, menginvestigasi jenis dan banyaknya kegiatan yang melibatkan media sosial dalam konsumsi rumah tangga. Menggunakan unit rumah tangga sebagai populasi dan diwakili oleh satu orang atau kepala keluarga sebagai sampel, yaitu sebanyak 717 responden. metode penarikan sampel; convienence sampling. Studi ini menemukan, bahwa; keterlibatan media sosial dan platform media sosial berpengaruh signifikan secara statistik sebesar 29 persen pada level cukup berpengaruh terhadap kegiatan konsumsi rumah tangga. Studi ini dapat mengeksplor sebanyak 27 jenis kegiatan konsumsi dalam rumah tangga melibatkan media sosial. Kesimpulan bahwa keterlibatan dan platform media sosial tidak dapat dipisahkan dari kegiatan konsumsi rumah tangga saat ini, dan diasumsikan akan lebih banyak lagi kegiatan konsumsi yang akan melibatkan media sosial

 

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Published
2022-09-28
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