PENGARUH LAYANAN STREAMING NETFLIX TERHADAP PENURUNAN MINAT MENONTON TELEVISI STUDI KASUS MAHASISWA FAKULTAS ILMU KOMUNIKASI UNIVERSITAS IBNU CHALDUN JAKARTA

Abstract

ABSTRACT The purpose of this study was to determine the influence of netflix streaming services on the decline in interest in watching television by students of the Faculty of Communication Sciences, Ibnu Chaldun University Jakarta. The method used by the researcher is quantitative with the nature of this research being explanatory and using the questionnaire method, whose population is 139 students of the Faculty of Communication Sciences. The sampling technique used was in the form of non-probability sampling of 103 samples. Data analysis techniques processed by researchers use descriptive analysis and inferential analysis (simple regression analysis and hypothesis testing). The results showed that there was an influence between the Netflix streaming service and the decrease in interest in watching television by students of the Faculty of Communication Sciences, Ibnu Chaldun University Jakarta. Based on the analysis that has been carried out, T Calculate = 12.259 with sig. 0.000 < 0.05, which means that Netflix Streaming Service has an effect on the Decline in Television Viewing Interest with a large influence of 0.633 or 63.3% and the remaining 36.7% is influenced by other factors. The direction of influence formed is a positive influence because, 0.633 > 0.231 with its regression equation Y = 46.695 + 0.52 X which is interpreted that without Netflix Streaming Services students remain Interested in Watching Television by 46.695. However, if the Netflix Streaming Service is used even if it is only once, there is a decrease in interest in watching television in students by 0.521. ABSTRAK Tujuan penelitian ini, untuk mengetahui pengaruh layanan streaming Netflix terhadap penurunan minat menonton televisi mahasiswa Fakultas Ilmu Komunikasi Universitas Ibnu Chaldun Jakarta. Metode yang digunakan peneliti adalah kuantitatif dengan sifat penelitian ini adalah eksplanatif serta menggunakan metode angket yang populasinya sebanyak 139 Mahasiswa Fakultas Ilmu Komunikasi. Teknik pengambilan sampel yang digunakan berupa non probability sampling sebanyak 103 sampel. Teknik analisis data yang di olah peneliti menggunakan analisis deskriptif dan analisis inferensial (analisis regresi sederhana dan uji hipotesis). Hasil penelitian menunjukkan terdapat pengaruh antara layanan streaming Netflix terhadap penurunan minat menonton televisi mahasiswa Fakultas Ilmu Komunikasi Universitas Ibnu Chaldun Jakarta. Berdasarkan analisis yang sudah dilakukan, T Hitung = 12,259 dengan sig. 0,000 < 0,05, yang artinya Layanan Streaming Netflix berpengaruh terhadap Menurunya Minat Menonton Televisi dengan besar pengaruh sebesar 0,633 atau 63,3% dan sisanya 36,7% dipengaruhi oleh faktor lain. Arah pengaruh yang terbentuk adalah pengaruh positif karena, 0,633 > 0,231 dengan persamaan regresinya Y = 46,695 + 0,52 X yang dinterpretasikan bahwa tanpa Layanan Streaming Netflix mahasiswa tetap Minat Menonton Televisi sebesar 46,695. Namun, Jika Layanan Streaming Netflix digunakan walau hanya sekali maka terjadi penurunan minat menonton televisi pada mahasiswa sebesar 0,521