Observational Learning dan Intensitas Media Sosial X dalam Pembentukan Opini Generasi Z

Abstract

ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh observational learning dan intensitas penggunaan media sosial X terhadap pembentukan opini mahasiswa Generasi Z terkait fenomena sosial-politik “Peringatan Darurat”. Generasi Z, sebagai digital natives, memiliki keterlibatan tinggi dalam konsumsi dan interaksi informasi di media sosial, sehingga berpotensi besar dalam membentuk opini publik. Penelitian menggunakan metode kuantitatif dengan pendekatan eksplanatif dan cross-sectional, melibatkan 385 responden mahasiswa Generasi Z di Bandung Raya yang merupakan pengguna aktif media sosial X serta pernah berinteraksi dengan konten “Peringatan Darurat”. Instrumen penelitian diuji menggunakan uji validitas Pearson dan reliabilitas Cronbach’s Alpha, sedangkan analisis data dilakukan menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa observational learning memiliki pengaruh signifikan terhadap pembentukan opini mahasiswa (path coefficient = 0.399; t = 4.583; p = 0.000). Sebaliknya, intensitas penggunaan media sosial X tidak berpengaruh signifikan (path coefficient = 0.001; t = 0.133; p = 0.894). Secara simultan, kedua variabel independen menjelaskan 32,4% varians opini mahasiswa (R² = 0.324). Temuan ini menegaskan bahwa proses belajar melalui observasi di media sosial lebih berperan dalam pembentukan opini sosial-politik daripada sekadar frekuensi penggunaan platform. Media sosial X berfungsi bukan hanya sebagai ruang komunikasi, melainkan sebagai arena pembelajaran sosial yang memengaruhi konstruksi opini Generasi Z melalui proses kognitif, afektif, dan perilaku.

Kata Kunci: Generasi Z, Observational Learning, Media Sosial X, Peringatan Darurat, Pembentukan Opini, Social Learning Theory, PLS-SEM

ABSTRACT

This study aims to analyze the influence of observational learning and the intensity of social media X usage on the formation of Generation Z students' opinions regarding the socio-political phenomenon of "Emergency Alert." Generation Z, as digital natives, is highly involved in consuming and interacting with information on social media, making them highly influential in shaping public opinion. The research used a quantitative method with an explanatory and cross-sectional approach, involving 385 Gen Z student respondents in Greater Bandung who are active users of social media X and have interacted with "Emergency Alert" content. The research instrument was tested using Pearson's validity test and Cronbach's Alpha reliability, while data analysis was performed using PLS-SEM. The research results show that observational learning has a significant influence on the formation of student opinions (path coefficient = 0.399; t = 4.583; p = 0.000). Conversely, the intensity of social media X usage has no significant effect (path coefficient = 0.001; t = 0.133; p = 0.894). Simultaneously, the two independent variables explain 32.4% of the variance in student opinions (R² = 0.324). This finding confirms that the process of learning thru observation on social media plays a more significant role in shaping sociopolitical opinions than simply the frequency of platform use. Social media platform X functions not only as a space for communication but also as an arena for social learning that influences the opinion formation of Generation Z thru cognitive, affective, and behavioral processes.

Keywords: Generation Z, Observational Learning, Social Media X, Emergency Alerts, Opinion Formation, Social Learning Theory, PLS-SEM.