Pengaruh Penggunaan Model Central dan Peripheral Route Terhadap Perubahan Perilaku (Survei pada Viewers Konten Tiktok @drrichardlee Berjudul ”Review Produk Helwa”)

Waruwu, Sifra Rebeka (2023) Pengaruh Penggunaan Model Central dan Peripheral Route Terhadap Perubahan Perilaku (Survei pada Viewers Konten Tiktok @drrichardlee Berjudul ”Review Produk Helwa”). S1 thesis, Universitas Kristen Indonesia.

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Abstract

A. Sifra Rebeka Waruwu B. FISIPOL/Ilmu Komunikasi/Jurnalisme Multimedia C. ii – xvii /116 halaman + 6 lampiran D. 15 buku + 12 jurnal + 6 sumber internet E. Dr. Melati Mediana Tobing, S.T., S.I.Kom., M.Si. F. Pengaruh Penggunaan Model Central dan Peripheral Route Terhadap Perubahan Perilaku (Survei pada Viewers Konten TikTok @drrichardlee berjudul ”Review Produk Helwa”) Era teknologi yang tumbuh dengan pesat membuat data jadi terus menjadi gampang buat didapatkan. Salah satu contoh kalau teknologi terus menjadi tumbuh dengan timbulnya bermacam berbagai media sosial yang bermacam- macam, semacam TikTok. TikTok mulai trending pada dikala pandemi covid- 19 yang mewajibkan seluruh orang senantiasa tinggal di dalam rumah. Dengan demikian TikTok membagikan inovasi baru buat bisa digunakan oleh pengguna dengan fitur- fitur terkini di dalam platform TikTok. Tidak cuma selaku media hiburan, TikTok pula digunakan selaku media buat memperoleh data seputar kesehatan, pembelajaran, bimbingan, serta lain sebagainya dan jadi wadah buat bisa menciptakan duit dengan metode berjualan secara online. Dengan memandang pertumbuhan media sosial banyak oknum mengenakan peluang ini buat berbagi ilmu dengan para pemirsa ataupun viewers, semacam yang dicoba oleh dokter. Richard Lee MARS, Ph. D., Dipl. AAAM yang membagikan bimbingan terpaut model Central serta Peripheral Route terhadap pemakaian produk skincare yang bisa membahayakan kesehatan kulit wajah. Riset ini memakai ilustrasi sebanyak 100 responden yang ialah viewers dari akun TikTok dokter. Richard Lee MARS, Ph. D., Dipl. AAAM(@drrichardlee). Ada 2 tujuan riset ini merupakan awal, buat mengukur seberapa besar pengaruh X1 terhadap Y, kedua seberapa besar pengaruh X2 terhadap Y. Teori yang digunakan yakni Elaboration Likelihood Model yang mempunyai 2 turunan konsep ialah Central Route serta Peripheral Route. Tata cara riset ini memakai tata cara survei kuantitatif deskriptif. Hasil riset ini merupakan ada pengaruh Central Route sebesar 42, 2% terhadap pergantian sikap, sebaliknya pengaruh Peripheral Route cuma sebesar 27, 9%, serta ada aspek lain sebesar 29, 9% yang tidak disebutkan dalam riset ini. Riset ini merumuskan kalau pengaruh Central Route lebih kokoh dari pengaruh Peripheral Route terhadap pergantian sikap. Kata kunci: Central Route, Peripheral Route, Perubahan Perilaku, Skincare, TikTok / A. Sifra Rebeka Waruwu B. FISIPOL/Communication Sciences/Multimedia Journalism C. II – XVII/116 pages + 6 appendices D. 15 books +12 journals + 6 internet sources E. Dr. Melati Mediana Tobing, S.T., S.I.Kom., M.Si. F. The Effect of Using Central and Peripheral Route. / Models on Behavior Change (Survey on TikTok Content Viewers @drrichardlee titled "Helwa Product Review") The era of rapidly growing technology makes data continue to be easy to obtain. One example is that technology continues to grow with the emergence of various various social media, such as TikTok. TikTok started trending during the covid-19 pandemic which required everyone to always stay indoors. Thus, TikTok shares new innovations to be used by users with the latest features on the TikTok platform. Not only as an entertainment media, TikTok is also used as a media to obtain data about health, learning, guidance, and so on and become a place to be able to create money by selling online. By looking at the growth of social media, many people use this opportunity to share knowledge with viewers or viewers, as tried by doctors. Richard Lee MARS, Ph. D., Dipl. AAAM which distributes guidance related to the Central and Peripheral Route models on the use of skincare products that can endanger facial skin health. This research uses illustrations of 100 respondents who are viewers of the doctor's TikTok account. Richard Lee MARS, Ph. D., Dipl. AAAM(@drrichardlee). There are 2 objectives of this research is the beginning, to measure how much influence X1 has on Y, second how much influence X2 has on Y. The theory used is the Elaboration Likelihood Model which has 2 derivative concepts are Central Route and Peripheral Route. This research procedure uses descriptive quantitative survey procedures. The result of this research is that there is an influence of Central Route of 42.2% on attitude change, while the influence of Peripheral Route is only 27.9%, and there are other aspects of 29.9% that are not mentioned in this study. This research formulates that the influence of the Central Route is stronger than the influence of the Peripheral Route on changing attitudes. Keywords: Central Route, Peripheral Route, Behavior Change, Skincare, TikTok

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