FITFLUENCE: MENGINVESTIGASI PENGARUH INFLUENCERS KEBUGARAN DALAM MENINGKATKAN KEBIASAAN BEROLAHRAGA PADA GENERASI Z
Abstract
Penelitian ini menginvestigasi dampak paparan influencer kebugaran di media sosial terhadap kebiasaan berolahraga Generasi Z menggunakan Self Determination Theory (SDT) sebagai kerangka konsep. Data dari 62 responden diambil dengan teknik purposive sampling, dengan 53 data yang valid untuk analisis. Hasil analisis menunjukkan bahwa motivasi yang diukur dengan SDT, berkorelasi positif dengan variabel lain, tetapi hanya menjelaskan sebagian kecil variasi dalam motivasi SDT (R-sq = 3,93%). Paparan influencer kebugaran tidak berpengaruh langsung pada motivasi berolahraga (Path a: p = 0,1548), menunjukkan peran penting dorongan internal. Motivasi internal, diukur dengan SDT, memiliki pengaruh signifikan pada keinginan berolahraga individu (Path b: p < 0,001). Analisis total efek mengungkapkan bahwa paparan influencer kebugaran memiliki pengaruh positif pada keinginan berolahraga, baik secara langsung (Path c: 0,0872) maupun melalui mediator SDT (Path b melalui SDT: 0,1097). Hasil ini menyoroti kompleksitas motivasi dan pengaruh media sosial dalam perilaku berolahraga Gen Z. Dalam jangka panjang, motivasi internal dan pengaruh eksternal seperti influencer memainkan peran penting dalam keinginan untuk berolahraga.
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