ZHAFIRA, NABILA ARDIANA (2025) Pengaruh Berita Kebocoran Data Pengguna Terhadap Persepsi Masyarakat Tentang Citra Perusahaan Tokopedia (Survei pada followers X @TokopediaCare). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
All activities of modern society use advancements in technology and information. Meanwhile, the mass media needs information that can atrract public attention, while an organization or company need the mass media to communicate with its public. The more people read or listen to the news,, the stronger their perspective becomes. The public tends to have perspections in responding to information about the company’s image presented by the media. If in a process of image formation it starts with given stimulus, the results can vary due to different perceptions, cognition, motivation, and attitudes that are influenced. This research was conducted using a quantitative approch and survei method on 100 respondents who are users of X @TokopediaCare, selected using purposive sampling technique. In this study, the SOR (Stimulus-Organism-Response) theory is used. The results of the study indicate that news about user data leaks impacts the perception of the Tokopedia company’s image, as evidenced by a t-test value of 6.081. therefore, the calculated t-value from the study is greater than the t-table, specifically 6.081 > 1.984. Therefore, it can be concluded that in this study, the News variable (X) affects the Company Image variable (Y) of Tokopedia for followers of the account X @TokopediaCare.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Semua kegiatan masyarakat modern menggunakan kemajuan teknologi dan informasi. Sementara itu media massa membutuhkan informasi yang dapat menarik perhatian publik, suatu organisasi atau perusahaan membutuhkan media massa untuk berkomunikasi dengan publiknya. Semakin banyak orang yang membaca atau mendengarkan berita, maka semakin kuat perspektif mereka. Masyarakat cenderung memiliki persepsi dalam merespon informasi tentang citra perusahaan yang disajikan oleh media. Jika dalam sebuah proses pembentukan citra dimulai dengan stimulus yang diberikan, hasilnya dapat berbeda karena berbagai persepsi, kognisi, motivasi, dan sikap yang dipengaruhi. Penelitian ini dilakukan dengan pendekatan kuantitatif dan metode survei pada 100 responden pengguna X @TokopediaCare yang dipilih menggunakan teknik purposive sampling. Dalam penelitian ini, teori SOR (Stimulus-Organism-Response) digunakan. Hasil dari penelitian menunjukkan bahwa pemberitaan kebocoran data pengguna berdampak terhadap persepsi citra perusahaan Tokopedia, yang mana dapat dilihat dari nilai uji t sebesar 6,081. Maka, thitung penelitian lebih besar dari ttabel yakni thitung 6,081 > ttabel 1,984. Oleh karena itu, dapat disimpulkan bahwa pada penelitian ini variabel Berita (X) berpengaruh terhadap (Y) Citra Perusahaan Tokopedia untuk followers (pengikut) akun X @TokopediaCare. | ||||||
| Uncontrolled Keywords: | Company Image, Tokopedia, Case of “Customer Data Breach/Leak” Citra Perusahaan, Tokopedia, Kasus “Kebocoran data pelanggan” | ||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Nabila Ardiana Zhafira | ||||||
| Date Deposited: | 05 Jun 2025 08:19 | ||||||
| Last Modified: | 05 Jun 2025 08:19 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/49313 |
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