PENGARUH INTENSITAS PENGGUNAAN MEDIA SOSIAL TERHADAP PERILAKU KONSUMTIF PENGGEMAR BOYGROUP NCT MELALUI HUBUNGAN PARASOSIAL

FAZA, ALIYYATUL and Saraswati, Erlisa and Elfandari, Safitri (2025) PENGARUH INTENSITAS PENGGUNAAN MEDIA SOSIAL TERHADAP PERILAKU KONSUMTIF PENGGEMAR BOYGROUP NCT MELALUI HUBUNGAN PARASOSIAL. Undergraduate thesis, Sriwijaya University.

Preview	Image RAMA_70201_07031282025070_cover.png - Cover Image Available under License Creative Commons Public Domain Dedication. Download (135kB) | Preview
	Text RAMA_70201_07031282025070.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (1MB) | Request a copy
	Text RAMA_70201_07031282025070_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (11MB) | Request a copy
	Text RAMA_70201_07031282025070_0013099204_0016068806_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (681kB)
	Text RAMA_70201_07031282025070_0013099204_0016068806_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (103kB) | Request a copy
	Text RAMA_70201_07031282025070_0013099204_0016068806_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (98kB) | Request a copy
	Text RAMA_70201_07031282025070_0013099204_0016068806_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (260kB) | Request a copy
	Text RAMA_70201_07031282025070_0013099204_0016068806_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (235kB) | Request a copy
	Text RAMA_70201_07031282025070_0013099204_0016068806_06.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (16kB) | Request a copy
	Text RAMA_70201_07031282025070_0013099204_0016068806_07_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (29kB) | Request a copy
	Text RAMA_70201_07031282025070_0013099204_0016068806_08_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (271kB) | Request a copy

Abstract

This research aims to examine and explain how the influence of the intensity of social media use on consumptive behavior by considering parasocial relationships as a variable that mediates both. The sample was 100 NCT fans aged 18-24 years who actively follow NCT social media and have purchased goods and services related to NCT. This study used quantitative methods with Structural Equation Modeling (SEM) as a data analysis technique. The results showed that the intensity of social media use has a positive and significant effect on consumptive behavior with a path coefficient value (0.429), t-statistic (3.288>1.96), and p-value (0.001<0.05). Intensity of social media use also has a positive and significant effect on parasocial relationships with a path coefficient value (0.824), t-statistic (11.863>1.96), and p-value (0.000<0.05). Parasocial relationships have a positive and significant effect on consumptive behavior with a path coefficient value (0.400), t-statistic (2.923>1.96), and p-value (0.003<0.05). The results also show that the intensity of social media use on consumptive behavior through parasocial relationships has a path coefficient (0.330), t-statistic (2.757>1.96), and p-value (0.006<0.05). Parasocial relationships are proven to partially mediate the relationship between the intensity of social media use on consumptive behavior. Keywords: NCTzen, Parasocial Relationship, Consumtive Behaviour

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Aliyyatul Faza
Date Deposited:	18 Sep 2025 07:59
Last Modified:	18 Sep 2025 07:59
URI:	http://repository.unsri.ac.id/id/eprint/184238

Actions (login required)

View Item