Made Prima Nadya Putri, Ni (2023) The Impulse To Get Rich: Pengaruh Perilaku Pamer Materialistik Terhadap Aspirasi Financial Success Pengguna TikTok. Sarjana thesis, Universitas Brawijaya.
Abstract
Tingkat aspirasi financial success individu dikatakan tinggi apabila ia menjadikan kesuksesan secara finansial sebagai tujuan hidupnya dan mau melakukan apapun untuk mendapatkan hal yang diinginkan. Paparan konten media sosial seperti video TikTok yang memperlihatkan kegiatan pamer materialistik secara gamblang (flexing) maupun secara rendah hati (humble bragging) merupakan salah satu hal yang memicu meningkatnya aspirasi financial success individu. Penelitian ini akan berfokus pada perilaku conspicuous consumption dimana penelitian ini akan membandingkan 3 kondisi yaitu kondisi flexing, humble bragging dan netral untuk mengetahui apakah terdapat pengaruh dari perilaku pamer materialistik terhadap aspirasi financial success audience TikTok. Partisipan (n= 185 mahasiswa S1; 82.7% perempuan; M usia= 21.20, SD= 3.36) ditayangkan stimulus video TikTok flexing, humble bragging atau netral secara acak (controlled experiment-between subject) kemudian diukur tingkat aspirasi financial success yang dimiliki. Hasil yang didapatkan adalah tidak terdapat hasil yang signifikan apabila ketiga kelompok dibandingkan, namun apabila hanya membandingkan hasil aspirasi kelompok yang mendapatkan stimulus flexing sebelum dan sesudah pengadministrasian stimulus, maka didapatkan hasil bahwa bahwa paparan stimulus flexing dapat meningkatkan aspirasi financial success partisipan. Dengan adanya penelitian ini diharapkan penonton dapat lebih bijak memilih tontonan di media sosial khususnya yang memperlihatkan perilaku flexing barang-barang mewah guna menghindari dampak negatif dari aspirasi financial success yang terlalu tinggi.
English Abstract
An individual's aspiration level for financial success is said to be high if they makes financial success his life goal and is willing to do anything to get what he wants. Exposure to social media content such as TikTok videos that display materialistic activities in a clear (flexing) or humble bragging manner is one of the things that triggers increased aspirations for individual financial success. This research will focus on conspicuous consumption behavior where this research will compare 3 conditions, namely flexing, humble bragging and neutral conditions to find out whether there is an influence of materialistic flaunting behavior on the financial success aspirations of the TikTok audience. Participants (n= 185 undergraduate students; 82.7% female; M age= 21.20, SD= 3.36) showed a TikTok stimulus video of flexing, humble bragging or neutral randomly (controlled experiment between subjects) and then measured their level of financial success aspirations. The results obtained were that there were no significant results when the third group was compared, but if we only compared the results of the aspirations of the group that received the flexing stimulus before and after the stimulus, the result was that exposure to the flexing stimulus could increase the financial success of the participants' aspirations. With this research, it is hoped that viewers will be wiser in choosing shows on social media, especially those that show the behavior of buying luxury goods, in order to avoid the negative impact of aspirations for financial success that are too high.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052317 |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Psikologi |
| Depositing User: | Annisti Nurul F |
| Date Deposited: | 05 Apr 2024 03:11 |
| Last Modified: | 05 Apr 2024 03:11 |
| URI: | http://repository.ub.ac.id/id/eprint/218100 |
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