Skripsi

PENGARUH PESAN PERSUASIF DAN KREDIBILITAS INFLUENCER TIMOTHY RONALD PADA QUOTES MOTIVASI DI AKUN CLIPPER TIKTOK TERHADAP PEMBENTUKAN KONSEP DIRI GENERASI Z

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Social media has changed the way individuals, especially Generation Z, consume contents and shape their self-concept. This study aims to determine the influence of persuasive messages and the credibility of influencer Timothy Ronald on his motivational quotes in TikTok clipper accounts on the formation of Generation Z self-concept. This study focused on the Communication Science Students of Sriwijaya Univeristy, class of 2022, with sample of 72 respondents selected by purposive sampling techniques and collected through questionnaires, then analyzed with multiple linear regression using the help of SPSS software. The results showed that persuasive messages (X1) and influencer credibility (X2) significantly and positively influenced self-concept (Y). Simultaneously, the study concluded that both independent variables affect the dependent variable with the percentage of 58,1%, while the remaining 41,9% are influenced by the other factors that not described in this study. ELM’s theory further explains that peripheral route, driven by Timothy Ronald’s communication style as an influencer, are more dominant in influencing self-concept formation than central route (persuasive messages in content).

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Detail Information

Series Title

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Call Number

T1914462025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xii, 106 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.231 07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Prodi Ilmu Komunikasi
Komunikasi Media Digital

Specific Detail Info

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Statement of Responsibility

KA

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