KETERLIBATAN PADA BINGE WATCHING DAN SOCIAL MEDIA ENGAGEMENT PADA MAHASISWA
Abstract
Mahasiswa merupakan generasi digital natives dan banyak terlibat dengan aktivitas online. Salah satu aktivitas online yang sering dilakukan oleh mahasiswa adalah binge-watching yaitu kegiatan menonton tayangan serial di satu waktu yang sama secara terus menerus. Tayangan serial dengan episode yang cukup banyak membuat mahasiswa ingin menuntaskan tayangan tersebut secara cepat sehingga mahasiswa sering melakukan aktivitas menonton secara terus menerus. Salah satu faktor yang diduga berhubungan dengan keterlibatan binge-watching adalah penggunaan media sosial (social media engagement). Social media engagement digunakan sebagai sarana untuk memperoleh informasi serial-serial terkini. Penelitian ini bertujuan untuk menguji hubungan antara social media engagement dengan keterlibatan mahasiswa pada binge-watching. Responden penelitian ini adalah 232 mahasiswa aktif di Indonesia yang terdiri dari 89 mahasiswa dan 143 mahasiswi dalam rentang usia 18 23 tahun. Alat ukur penelitian adalah skala Binge-Watching Engagement (BWESQ) yang dikembangkan oleh Maeva Flayelle et al. (2020) dan skala social media engagement dari Alt (2015) yang diadaptasi ke dalam Bahasa Indonesia oleh Ermida (2020). Hasil penelitian menunjukkan adanya hubungan yang signifikan antara social media engagement dengan keterlibatan mahasiswa pada binge-watching dengan r = 0,165 (p < 0.000). Mahasiswa yang memiliki keterlibatan yang tinggi pada media sosial akan memiliki keterlibatan yang tinggi pula pada aktivitas binge-watching. Keterlibatan pada binge-watching didominasi pada golongan sedang sebanyak 58,62% dan social media engagement terbanyak adalah pada golongan sedang dengan persentase sebanyak 45,26%.
Kata Kunci:binge-watching; social media engagement;mahasiswa; serial
Keywords
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DOI: https://doi.org/10.33508/exp.v12i2.5939
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