Influencer, Generasi Z Dan Pemberdayaan Literasi Di Kota Makassar - Putri, Muizzah Azizah; Bahri, Syamsul; Harifuddin, Harifuddin (Program Studi Sosiologi Universitas Bosowa, 2025)
Penelitian ini bertujuan untuk mengetahui pengaruh influencer terhadap pemberdayaan literasi Generasi Z di Kota Makassar. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan uji regresi dan uji t, serta pendekatan kualitatif melalui wawancara untuk memperkuat hasil temuan. Berdasarkan hasil analisis data, diperoleh bahwa Hipotesis Nol (H0) ditolak dan Hipotesis Alternatif (H1) diterima, yang berarti terdapat pengaruh signifikan antara influencer terhadap pemberdayaan literasi Generasi Z di Kota Makassar. Hal ini dibuktikan dengan nilai signifikansi 0,000 < 0,05, t hitung 6,071 > t tabel 2,000, serta koefisien regresi sebesar 0,681. Temuan kuantitatif ini diperkuat dengan hasil wawancara kualitatif yang menunjukkan bahwa mahasiswa menilai influencer mampu memberikan inspirasi, motivasi, dan dorongan untuk lebih kreatif serta memanfaatkan media sosial sebagai sarana pembelajaran. Namun demikian, terdapat pula potensi dampak negatif berupa kecenderungan mengikuti tren hiburan dan perilaku konsumtif. Hasil penelitian ini memperkuat konsep sosiologi komunikasi yang menekankan pengaruh interaksi digital terhadap perilaku sosial, serta teori dampak sosial yang menjelaskan adanya dampak positif maupun negatif dari kehadiran influencer terhadap literasi generasi muda. This study aims to determine the influence of influencers on the empowerment of Generation Z literacy in Makassar City. The research method used is a quantitative approach with regression tests and t-tests, as well as a qualitative approach through interviews to strengthen the findings. Based on the results of data analysis, it was found that the Null Hypothesis (H0) was rejected and the Alternative Hypothesis (H1) was accepted, which means there is a significant influence between influencers on the empowerment of Generation Z literacy in Makassar City. This is evidenced by a significance value of 0.000 < 0.05, t count 6.071 > t table 2.000, and a regression coefficient of 0.681. These quantitative findings are reinforced by the results of qualitative interviews which show that students assess influencers are able to provide inspiration, motivation, and encouragement to be more creative and utilize social media as a learning tool. However, there are also potential negative impacts in the form of a tendency to follow entertainment trends and consumptive behavior. The results of this study strengthen the concept of communication sociology which emphasizes the influence of digital interaction on social behavior, as well as the theory of social impact which explains the positive and negative impacts of the presence of influencers on the literacy of the younger generation.