Hubungan antara Personal Value dengan Perilaku Prososial Online pada Pengguna Twitter

Agata Kurnia Indah Pertiwi, Nugraha Arif Karyanta

Abstract


Fenomena ‘Twitter, please do your magic’ menunjukkan adanya unsur kerja sama, kooperatif, dan kebersamaan antar penggunanya untuk membantu seseorang yang membutuhkan pertolongan dalam dunia maya, sehingga disebut sebagai perilaku prososial online. Penelitian ini bertujuan untuk mengetahui hubungan personal value yang merupakan prinsip individu dalam memandang peristiwa hingga berperilaku, terhadap perilaku prososial online pada pengguna Twitter. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data berbasis digital. Responden merupakan pengguna aktif Twitter di Indonesia (N = 479). Alat ukur yang digunakan yaitu skala Perilaku Prososial Online (α = 0,869) dan Potrait Values Questionnaire (α = 0,887). Analisis data menggunakan teknik regresi linear sederhana yang menunjukkan hasil r sebesar 0,370 dengan signifikansi 0,000. Berdasarkan hasil analisis hipotesis, diambil kesimpulan bahwa terdapat hubungan antara personal value dengan perilaku prososial online pada pengguna Twitter, dengan dimensi nilai benevolence dan universalism yang memberikan pengaruh paling besar. Hasil penelitian diharapkan membantu optimalisasi proses penyusunan konten atau iklan di Twitter yang bersifat sosial sehingga dapat membangun kesan serta emosi yang tepat guna mencapai keterlibatan prososial online dari para penggunanya.

Keywords


Pengguna Twitter, Perilaku Prososial Online, Personal Value

rticle

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DOI: https://doi.org/10.20961/jip.v8i2.78556

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