Pengaruh User Generated Content Terhadap Pemenuhan Kebutuhan Informasi Pop Mart Pada Gen Z Di Platform Tiktok
Abstract
Penelitian ini bertujuan untuk mengukur seberapa besar pengaruh User Generated Content (UGC) terhadap pemenuhan kebutuhan informasi Pop Mart pada Generasi Z di platform TikTok. Metode penelitian menggunakan pendekatan kuantitatif dengan variabel UGC yang mencakup informing, co-communicating, co-creating, dan pioneering, serta variabel kebutuhan informasi meliputi current need approach, everyday need approach, exhaustive need approach, dan catching up need approach. Data diperoleh dari 385 responden melalui kuesioner skala Likert yang disebarkan di TikTok, Instagram, X, Line, dan WhatsApp. Analisis data dilakukan menggunakan SPSS melalui uji normalitas, uji heteroskedastisitas, koefisien korelasi, koefisien determinasi, uji hipotesis, analisis deskriptif, dan regresi linear sederhana. Hasil penelitian menunjukkan UGC berpengaruh positif dan signifikan terhadap kebutuhan informasi Gen Z terkait Pop Mart, dengan kontribusi sebesar 42,6%, sedangkan 57,4% dipengaruhi faktor lain di luar penelitian. Pada analisis deskriptif, subvariabel co-creating memiliki nilai rata-rata tertinggi sebesar 83,24% pada UGC, sedangkan catching up need approach memperoleh nilai tertinggi sebesar 76,20% pada kebutuhan informasi. Temuan ini menegaskan peran penting UGC di TikTok sebagai sumber pemenuhan kebutuhan informasi Generasi Z mengenai Pop Mart. Kata Kunci: User Generated Content, kebutuhan informasi, TikTok, Gen Z, Pop Mart.
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