PENGARUH INTENSITAS MENGAKSES AKUN INSTAGRAM DIAN PELANGI (DESAINER MUSLIMAH) TERHADAP MINAT FASHION MAHASISWA S1 TEKNIK BUSANA UNY 2018

Titi Soleha, NIM.: 15210016 (2021) PENGARUH INTENSITAS MENGAKSES AKUN INSTAGRAM DIAN PELANGI (DESAINER MUSLIMAH) TERHADAP MINAT FASHION MAHASISWA S1 TEKNIK BUSANA UNY 2018. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Instagram is one of the social media that is most in demand by the wider community. Instagram is a means of delivering messages to the public by prioritizing the use of photos and videos. Instagram is used for various information, one of which is information about fashion. Dian Pelangi is an active Instagram user, and is also a well-known Indonesian designer who uses Instagram social media to introduce fashion designs as a designer, on her Instagram account, @dianpelangi. The Instagram account has many followers, the @dianpelangi accountcurrently reaches 5.1 million (20 October 2020). Students majoring in fashion or Clothing Engineering, one of which is the 2018 UNY Clothing Engineering student, have made designer Dian Pelangi a role model in the fashion sector, so some of them access Dian Pelangi's Instagram account for information related to fashion, which they then develop in dress activities, both on campus and in the community. This study aims to determine whether there is an influence between the intensity of accessing Dian Pelangi's Instagram account with the fashion interests of the 2018 Undergraduate Fashion Engineering students. Clothing UNY for 2018 which accesses and follows the Dian Pelangi account. So that the researchers made UNY's S1 Fashion Engineering student as the object of research with the background of the relationship in the fashion field, between Dian Pelangi as a famous Indonesian fashion designer and Fashion Engineering students as one of the objects studying fashion, both in fashion design or mix & mach clothing in everyday life. The research method used in this research is a quantitative approach with the correlation method where the research instrument uses a questionnaire and documentation. The theory used in this research is the theory of mass media effects and the theory of SOR or Stimulus Organism Response by Hovland, which has three elements, namely messages, actions and reactions that produce responses to the communicant after getting the message. These effects are in the form of affective, cognitive, and behavioral. The validity and reliability test in this study used the Cronbach alpha formula, with a population of 80 people. Sampling using purposive sampling technique with the formula belonging to Slovin, in order to get a sample of 40 respondents. Processing data in this study using a Likert scale. Data analysis in this study used product moment data analysis and the coefficient of determination in the calculation using the help of SPSS version 23. The results of this study indicate that the intensity of students accessing Dian Pelangi's Instagram account with students' fashion interests has a significant influence. In data processing, the significance value is smaller than 0.05 (0.000 <0.05) and the correlation value is 0.682. In table 22 it is known that N = 40, then the r table is 0.312. Ho is rejected and Ha is accepted, because 0.682> 0.312 and 0.000 <0.5

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