Hubungan Paparan Konten Viral dengan Perilaku Sosial Konsumtif Pengguna Media Sosial

Muhammad Zayyan Alfaruq; Salma Khairunnisa Wangsakerta; Gabriel Nathanael Lembayung

doi:10.71094/jmsh.v2i5.496

Authors

Muhammad Zayyan Alfaruq Program Studi Ilmu Komunikasi, Universitas Muhammadiyah Yogyakarta, Indonesia Author
Salma Khairunnisa Wangsakerta Program Studi Psikologi, Universitas Islam Indonesia, Indonesia Author
Gabriel Nathanael Lembayung Program Studi Manajemen, Universitas Atma Jaya Yogyakarta, Indonesia Author

DOI:

https://doi.org/10.71094/jmsh.v2i5.496

Keywords:

konten viral, media sosial, paparan media, perilaku konsumtif, pembelian impulsif

Abstract

Media sosial memperluas penyebaran konten viral yang menampilkan produk, gaya hidup, pengalaman konsumsi, dan tren populer. Paparan berulang terhadap konten tersebut dapat membentuk persepsi popularitas, penerimaan sosial, serta dorongan untuk mengikuti perilaku konsumsi pengguna lain. Penelitian ini bertujuan menganalisis hubungan antara paparan konten viral dan perilaku sosial konsumtif pengguna media sosial. Penelitian menggunakan pendekatan kuantitatif dengan desain korelasional dan survei potong lintang. Sampel terdiri atas 402 pengguna aktif media sosial di Indonesia yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner skala Likert yang mengukur frekuensi, durasi, perhatian, pengulangan, persepsi popularitas, keterlibatan, pembelian impulsif, konsumsi mencolok, presentasi diri, konsumsi untuk konten, kecenderungan mengikuti tren, dan dorongan membeli berulang. Analisis meliputi statistik deskriptif, uji validitas, reliabilitas, korelasi Pearson, dan regresi linear. Hasil menunjukkan bahwa paparan konten viral berada pada kategori tinggi dengan rata-rata 3,74, sedangkan perilaku sosial konsumtif juga berada pada kategori tinggi dengan rata-rata 3,51. Terdapat hubungan positif dan kuat antara kedua variabel, dengan nilai r = 0,648 dan p < 0,001. Paparan konten viral tetap menjadi prediktor terkuat setelah usia, pendapatan, durasi penggunaan media sosial, dan frekuensi belanja daring dikendalikan. Temuan ini menunjukkan bahwa pengulangan konten, sinyal popularitas, dan paparan intensif berkaitan dengan kecenderungan mengikuti tren dan melakukan pembelian impulsif. Penelitian menegaskan pentingnya literasi digital, literasi finansial, dan transparansi konten komersial untuk mengurangi keputusan konsumsi yang tidak terencana. Hasil juga memperluas pemahaman tentang konsumsi digital sebagai perilaku sosial kontemporer.

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