Skripsi

PENGARUH EMPATI TERHADAP PERILAKU PROSOSIAL PADA KONTEKS MEMBANTU BERHENTI MEROKOK DI KALANGAN REMAJA

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This study aims to examine the effect of the salience of need and attachment style on empathic concern. Furthermore, the concern was tested for its effect on prosocial behavior through altruistic motivation. This research is a laboratory experiment conducted in the field to capture the natural situation of the variables studied. The manipulated factors were the salience of need and attachment style. The experimental design employed a factorial design of 2 (light vs. severe) x 2 (secure vs. insecure attachment) between subjects. The dependent variables include empathy, attention, altruistic motivation, and prosocial behavior. The primary objective of this research is to examine the impact of empathy on altruistic motivation and prosocial behavior. Empirical analyses of the empathy variable will encompass independent and moderating variables. The Empathy-Altruism Hypothesis serves as the primary theoretical framework for elucidating this phenomenon, positing that empathy engenders altruistic motivation to assist others. Additionally, supplementary insights are drawn from the Theory of Attention (Broadbent, 1958), Attachment Theory (Bowlby, 1982), and Dual-Process Theory (Evans, 2013). The Theory of Attention elucidates how stimuli attain salience prior to subsequent processing, Attachment Theory delineates the moderating effect of individual differences, and Dual-Process Theory expounds on the decision-making process (intuitive vs. deliberative). Hypothesis testing was conducted using the ANOVA analysis technique for hypothesis 1, OLS regression for hypothesis 2, and logistic regression for hypothesis 3. Additional testing was carried out through ANCOVA to assess the model's robustness. Random sampling and randomization were meticulously implemented to enhance the internal validity of the study. The results indicated a significant main effect for hypothesis 1 (sign=0.025, sign=0.039), while no evidence of an interaction effect was found (sign=0.278). Hypothesis 2 confirmed that empathic attention has a significant effect on altruistic motivation (sign=0.004). Lastly, for hypothesis 3, the results demonstrate the influence of altruistic motivation on various types and forms of prosocial behavior based on gender identity (male or female). Specifically, male students exhibit a tendency towards deliberative prosocial behavior (sign=0.046), while female students tend towards intuitive behavior (sign=0.021). Regarding the form of prosocial behavior, predictive tendencies were observed only among female students (sign=0.015), with no significant prediction for male students (sign=0.624). Based on the research results, the manipulation of video testimonials can impact the dependent variable of the study. Situational variables such as helping situation salience, and individual differences like attachment style, can influence empathic attention and altruistic motivation. The research model demonstrated robustness following covariate testing. Sex-based subgroup differences reveal variations in prosocial behavior tendencies driven by heightened altruistic motivation. Overall, this study effectively met its research objectives. However, certain limitations warrant further investigation, such as the selection of experimental methods and specific aspects of peer-to-peer relationships.

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Detail Information

Series Title

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Call Number

T1534832024

Publisher

Indralaya : Prodi Ilmu Ekonomi (S3), Fakultas Ekonomi Universitas Sriwijaya., 2024

Collation

xiv, 58 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

155.518 207

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Perilaku Prososial
Prodi Ilmu Ekonomi (S3)

Specific Detail Info

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Statement of Responsibility

KA

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