Pengaruh Influencer Media Sosial Tiktok Terhadap Proses Pembelajaran Netizen Di Malaysia
Abstract
ABSTRAK
Penelitian ini bertujuan untuk menyelidiki sejauh mana para influencer TikTok membentuk pembelajaran di antara para audiensnya. Secara khusus, penelitian ini berusaha memahami jenis konten yang diproduksi oleh influencer, metode yang mereka gunakan untuk melibatkan audiens mereka, dan dampak dari strategi ini terhadap pengalaman belajar audiens. Dengan mengeksplorasi fenomena ini, penelitian ini berusaha untuk memberikan wawasan tentang peran influencer media sosial dalam membentuk perilaku belajar dan menginformasikan strategi untuk mempromosikan hasil pembelajaran yang positif di lingkungan online. Tujuan dari penelitian ini adalah untuk menguji bagaimana influencer TikTok mempengaruhi perilaku belajar dan juga untuk menguji keakuratan dan akuntabilitas influencer TikTok dalam konten pendidikan. Metodologi yang digunakan dalam penelitian ini adalah survei kuantitatif. Jumlah sampel minimum ditentukan melalui perangkat lunak Raosoft Sample Size Calculator. Penelitian ini menggunakan pendekatan kuantitatif melalui platform Google Form, dengan 432 responden dari berbagai latar belakang. Temuan menunjukkan bahwa sebagian besar responden cukup mengetahui pola penggunaan TikTok (M=3.95), dan dengan informasi yang diberikan, mayoritas responden juga setuju dengan perspektif tentang bagaimana influencer TikTok membentuk pembelajaran di kalangan penonton (M=3.84) dan juga responden setuju dengan dampak tentang bagaimana influencer TikTok membentuk pembelajaran di kalangan penonton (M=3.88). Terakhir, penelitian ini menunjukkan bahwa di TikTok, para influencer sering menampilkan berbagai perilaku, keterampilan, atau pengetahuan dalam video mereka. Penonton, pada gilirannya, mengamati demonstrasi ini dan dapat menginternalisasi informasi yang disajikan dan influencer bertindak sebagai model bagi audiens mereka.
Kata Kunci: TikTok, Influencer, Perilaku, Pembelajaran, Pendidikan
ABSTRACT
This study aims to investigate the extent to which TikTok influencers shapes learning among their audience members. Specifically, it seeks to understand the types of content produced by influencers, the methods they employ to engage their audience, and the impact of these strategies on viewers' learning experiences. By exploring this phenomenon, the study seeks to provide insights into the role of social media influencers in shaping learning behaviour and inform strategies for promoting positive learning outcomes in online environments. Objective of this study is to examine how TikTok influencers affect learning behaviour and also to examine the TikTok influencers' accuracy and accountability in educational content. Methodology that been used in this study is Quantitative surveys. The minimum sample size was determined through Raosoft Sample Size Calculator software. The study employs a quantitative approach via the Google Form platform, with 432 respondents from various backgrounds partaking. The findings indicate that most respondents are midly aware with TikTok usage pattern (M=3.95), and with the information provided, the majority of respondents are also in agreement with the perspective on how TikTok influencers shapes learning among viewers (M=3.84) and also respondents agree with the impact on how TikTok influencers shapes learning among viewers (M=3.88). Finally, this study shows that on TikTok, influencers often showcase various behaviour, skills, or knowledge in their videos. Viewers, in turn, observe these demonstrations and may internalize the information presented and influencers act as models for their viewers.
Keywords: TikTok, Influencer, Behaviour, Learning, Educational
Keywords
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