ANALISIS PENGARUH FUNGSI INTERAKSI SOSIAL, HIBURAN, DAN KENYAMANAN DALAM PENGGUNAAN SOSIAL MEDIA DI KOTA BATAM

  • Edy Yulianto Putra Fakultas Ekonomi, Universitas Internasional Batam
  • Jason Jason Fakultas Ekonomi, Universitas Internasional Batam
Keywords: Media Sosial, Interaksi Sosial, Kenyamanan, Hiburan, Sikap, Nilai yang dirasakan

Abstract

Perkembangan teknologi di indonesia dalam era digital dalam penggunaan media sosial tercatat sangat tinggi, banyak masyarakat yang menggunakan media sosial seperti Youtube, Facebook, Instagram dan Tiktok sebagai aktivitas sehari-hari, namun kebanyakan masyarakat yang menggunakan media sosail masih belum mengetahui fungsi-fungsi dalam platform media sosial tersebut. Oleh karena itu peneliti bertujuan untuk menganalisa pengaruh fungsi interaksi sosial, hiburan dan kenyamanan melalui sikap dan nilai yang dirasakan sebagai mediasi terhadap niat pengguna dalam media sosial di Kota Batam. Sebanyak 458 responden yang dapat digunakan dalam menganalisa dengan menggunakan teknik penelitian pengambilan sampel. Hasil penelitian menunjukan bahwa fungsi dari variabel interaksi sosial, hiburan, dan kenyamanan berpengaruh signifikan terhadap niat pengguna dengan dimediasikan oleh sikap. Hiburan, dan kenyamanan berpengaruh signifikan terhadap niat pengguna dengan dimediasikan oleh nilai yang dirasakan pada masyarakat yang menggunakan media sosial di Kota Batam.

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Published
2021-12-20