Pengaruh Parasocial Relationship Terhadap Niat Pengikut dalam Memberi Gift Virtual (Studi pada Konten NPC (Non-Playable Character) Live Streaming Akun Tiktok @Threeshester)

Panjaitan, Shinta Wiranti Cahya (2024) Pengaruh Parasocial Relationship Terhadap Niat Pengikut dalam Memberi Gift Virtual (Studi pada Konten NPC (Non-Playable Character) Live Streaming Akun Tiktok @Threeshester). S1 thesis, Universitas Kristen Indonesia.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh parasocial relationship terhadap niat pengikut dalam memberikan hadiah virtual pada konten live streaming NPC di akun TikTok @threeshester. Penelitian ini menggunakan pendekatan kuantitatif dengan tipe penelitian eksplanatori, dimana hubungan antara variabel bebas (parasocial relationship) diukur dengan survei PRISM dan variabel terikat (niat memberi gift virtual) diukur dengan dimensi intensi pemberian hadiah. Data dikumpulkan melalui kuesioner online melalui Google Form kepada 160 responden yang telah menonton live streaming minimal 5 kali dan memberikan hadiah virtual minimal 3 kali. Analisis data dilakukan menggunakan statistik deskriptif dan analisis regresi linear sederhana dengan bantuan software IBM SPSS versi 29. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan parasocial relationship terhadap niat pengikut dalam memberikan gift virtual pada konten NPC live streaming di akun TikTok @threeshester. Responden penelitian didominasi oleh kelompok usia 16-25 tahun yang merupakan bagian dari generasi Z, sesuai dengan demografi utama pengguna TikTok. Uji validitas dan reliabilitas instrumen menunjukkan hasil yang valid dan reliabel. Melalui survei PRISM, hasil penelitian menunjukkan bahwa dimensi interest in memiliki nilai rerata tertinggi yang mengukur parasocial relationship dalam memengaruhi niat pengikut dalam memberi gift virtual. Hasil penelitian ini pun mendukung penelitian terdahulu sekaligus menguji dan memperkuat validitas survei PRISM pada skala nasional. Kata Kunci: Parasocial Relationship, NPC (Non-Playable Character), Gift Virtual, Survei PRISM. / ABSTRACT This research aims to analyze the influence of parasocial relationships on followers' intentions to give virtual gifts to NPC live streaming content on the TikTok account @threeshester. This research uses a quantitative approach with an explanatory research type, where the relationship between the independent variable (parasocial relationship) is measured by the PRISM survey and the dependent variable (intention to give virtual gifts) is measured by the dimension of gift giving intensity. Data was collected through an online questionnaire via Google Forms to 160 respondents who had watched live streaming at least 5 times and given virtual gifts at least 3 times. Data analysis was carried out using descriptive statistics and simple linear regression analysis with the help of IBM SPSS version 29 software. The research results showed that there was a significant influence of parasocial relationships on followers' intentions to give virtual gifts to live streaming NPC content on the TikTok account @threeshester. Research respondents were dominated by the 16-25 year age group which is part of generation Z, in accordance with the main demographic of TikTok users. The validity and reliability test of the instrument shows valid and reliable results. Through the PRISM survey, the research results show that the interest dimension has the highest mean value which measures parasocial relationships in influencing followers' intentions to give virtual gifts. The results of this research also support previous research while testing and strengthening the validity of the PRISM survey on a national scale. Keywords: Parasocial Relationship, NPC (Non-Playable Character), Gift Virtual, PRISM-survey

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