PENGARUH INTENSITAS MENGAKSES AKUN INSTAGRAM NADIRAA HIJAB TERHADAP PERILAKU KONSUMTIF SANTRI DI PONDOK PESANTREN NURUL UMMAHAT KOTAGEDE

Husna Murtafi’atul Habbah, NIM.: 17102010073 (2024) PENGARUH INTENSITAS MENGAKSES AKUN INSTAGRAM NADIRAA HIJAB TERHADAP PERILAKU KONSUMTIF SANTRI DI PONDOK PESANTREN NURUL UMMAHAT KOTAGEDE. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Instagram has many benefits, one of which is to open businesses and promote various fashion trends through photo and video posts presented to the public. With the emergence of many online shop accounts on Instagram, people can easily find the items they are looking for, such as the Nadiraa Hijab Instagram account. The Nadiraa Hijab Instagram account offers high-quality products at very affordable prices. Therefore, it can encourage and trigger consumptive behavior. This research aims to (1) examine the intensity of accessing the Nadiraa Hijab Instagram account among students at Pondok Pesantren Nurul Ummahat Kotagede, (2) investigate the consumptive behavior of students at Pondok Pesantren Nurul Ummahat Kotagede, and (3) determine whether there is an influence of the intensity of accessing the Nadiraa Hijab Instagram account on the consumptive behavior of students at Pondok Pesantren Nurul Ummahat Kotagede. This study uses the Uses and Effect theory and a quantitative approach. The research population consists of 50 students at Pondok Pesantren Nurul Ummahat Kotagede. The sampling method is saturation sampling. Data collection techniques applied include documentation, interviews, and questionnaires in the form of Google Forms. This study uses simple linear regression analysis for data analysis, conducted using SPSS 25.00 for Windows. Based on the data analysis results: (1) The intensity level of accessing the Nadiraa Hijab Instagram account falls into the medium category, meaning it is within reasonable limits or not excessive. (2) The overall level of consumptive behavior is in the medium category, meaning satisfaction with needs or shopping is not excessive. (3) The t-value (3.663) > t-table (1.676), with a significance level of 0.001 < 0.05, indicating a significant and positive influence between the intensity of accessing the Nadiraa Hijab Instagram account and consumptive behavior. It can be concluded that the research hypothesis (Ha) is accepted, and the null hypothesis (Ho) is rejected.

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