Hidayah, Effa Desiana (2026) PENGARUH TERPAAN KONTEN X @mlbbfess TERHADAP PERILAKU KONSUMTIF FOLLOWERS DALAM PEMBELIAN ITEM IN-GAME. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
The growth of social media platform X has given rise to menfess (mention-confess) accounts such as @mlbbfess, anonymous interaction spaces for fans of the online game Mobile Legends: Bang Bang (MLBB). Frequent content uploads by this account are presumed to encourage followers' consumptive behavior in purchasing in-game items. This study aims to determine and analyze the effect of exposure to menfess content on the X account @mlbbfess on followers' consumptive behavior in purchasing in-game items. This study applies the Stimulus-Organism-Response (S-O-R) theory as its conceptual framework, using a quantitative, explanatory survey approach. The population consists of active followers of @mlbbfess who are also MLBB players, with a sample of 100 respondents determined through purposive sampling using the Slovin formula (10% margin of error). Data were collected via an online questionnaire and analyzed using simple linear regression, a t-test, and the coefficient of determination (R²). Results show that Content Exposure of @mlbbfess falls into the good category (78.53%), while Consumptive Behavior falls into the very good category (80.74%). The t-test yielded t = 15.566, greater than t-table = 1.984, with significance 0.000 < 0.05, so H0 is rejected and H1 accepted. The correlation coefficient (R = 0.844) is very strong, and the coefficient of determination (R² = 0.712) indicates content exposure accounts for 71.2% of followers' consumptive behavior, while the remaining 28.8% is explained by other factors. It is concluded that exposure to menfess content on @mlbbfess has a positive and significant effect on followers' consumptive behavior in purchasing in-game items in Mobile Legends: Bang Bang.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Ms Effa Desiana Hidayah | ||||||||
| Date Deposited: | 21 Jul 2026 02:16 | ||||||||
| Last Modified: | 21 Jul 2026 04:09 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56399 |
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