UNSPECIFIED (2021) EFEKTIVITAS PEMANFAATAN INSTAGRAM SEBAGAI MEDIA KOMUNIKASI DIVERSIFIKASI KONSUMSI PANGAN POKOK (Kasus Akun Instagram @ayuangling). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Ketergantungan masyarakat Indonesia terhadap beras sebagai pangan pokok utama akan menurunkan kemandirian pangan dan ketahanan pangan negara. Oleh karena itu, Pemerintah Indonesia berupaya mengurangi ketergantungan terhadap beras dengan melakukan diversifikasi pangan pokok. Selain Pemerintah, ada pihak-pihak lain yang ikut mengkampanyekan diversifikasi pangan melalui berbagai media. Salah satu pihak tersebut adalah akun @ayuangling yang kerap membagikan informasi mengenai pangan melalui media sosial Instagram. Penelitian ini dilakukan untuk menganalisis terpaan dan daya tarik video diversifikasi konsumsi pangan pokok pada akun Instagram @ayuangling dan pengaruhnya terhadap sikap mengenai diversifikasi konsumsi pangan pokok dengan tingkat pengetahuan diversifikasi konsumsi pangan pokok sebagai variabel intervening. Penelitian ini menjadi penting karena terkait dengan pesatnya perkembangan teknologi informasi dan komunikasi yang dapat dimanfaatkan untuk mengkaji efektivitas media sosial seperti Instagram sebagai media baru untuk komunikasi pembangunan pertanian. Sumber data diperoleh dari pengisian kuesioner oleh 150 orang responden yang juga merupakan para pengikut (followers) akun Instagram @ayuangling. Sampel ditarik menggunakan teknik accidental sampling. Data dianalisis menggunakan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa terpaan video diversifikasi konsumsi pangan pokok terhadap followers akun Instagram @ayuangling adalah rendah, dan daya tarik video diversifikasi konsumsi pangan pokok menurut followers akun Instagram @ayuangling adalah menarik. Hasil penelitian juga menunjukkan bahwa terpaan video diversifikasi konsumsi pangan pokok tidak berpengaruh terhadap sikap mengenai diversifikasi konsumsi pangan pokok, baik secara langsung maupun tidak langsung melalui tingkat pengetahuan diversifikasi konsumsi pangan pokok sebagai variabel intervening, sementara daya tarik video diversifikasi konsumsi pangan pokok tidak berpengaruh secara langsung terhadap sikap mengenai diversifikasi konsumsi pangan pokok, namun berpengaruh secara tidak langsung terhadap sikap mengenai diversifikasi konsumsi pangan pokok melalui tingkat pengetahuan diversifikasi konsumsi pangan pokok sebagai variabel intervening.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | The dependence of the Indonesian people on rice as the main staple food will reduce the food independence and food security of the country. Therefore, the Government of Indonesia seeks to reduce dependence on rice by diversifying staple foods. Apart from the Government, other parties participate in the food diversification campaign through various media. One of these parties is @ayuangling account which often shares information about food through Instagram, a social media. This study was conducted to analyze the exposure and attractiveness of the staple food consumption diversification video on @ayuangling Instagram account and its effect on attitudes regarding staple food consumption diversification with the level of knowledge of staple food consumption diversification as an intervening variable. This research is important because it is related to the rapid development of information and communication technology that can be used to assess the effectiveness of social media such as Instagram as a new medium for agricultural development communication. Sources of data were obtained from filling out questionnaires by 150 respondents who are also followers of the @ayuangling Instagram account. Samples were drawn using an accidental sampling technique. Data were analyzed using path analysis. The results showed that the video exposure of staple food consumption diversification to followers of Instagram account @ayuangling was low, and the attractiveness of the video of diversification of staple food consumption according to the followers of Instagram account @ayuangling was interesting. The results also showed that exposure to videos of staple food consumption diversification did not affect attitudes regarding staple food consumption diversification, either directly or indirectly through the level of knowledge of staple food consumption diversification as an intervening variable, while the attractiveness of videos of staple food consumption diversification had no direct effect on attitudes regarding the diversification of staple food consumption, but had an indirect effect on attitudes regarding the diversification of staple food consumption through the level of knowledge of the diversification of staple food consumption as an intervening variable. | |||||||||
| Uncontrolled Keywords: | ffectiveness, instagram, communication media, diversification, staple food efektivitas, instagram, media komunikasi, diversifikasi, pangan pokok | |||||||||
| Subjects: | S Agriculture > SH Aquaculture. Fisheries. Angling | |||||||||
| Divisions: | 08-Pascasarjana 08-Pascasarjana > 54108-Magister Ilmu Pertanian |
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| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 26 Dec 2022 10:02 | |||||||||
| Last Modified: | 26 Dec 2022 10:02 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/19028 |
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