Analyzing Factors Affecting Cyberbullying among Students: Its Implication on Social Marketing

Fenfen Nurlita (Jurusan Administrasi Niaga, Politeknik Negeri Bandung, Bandung 40012)
Asep Rifky Rahman Subagja (Jurusan Administrasi Niaga, Politeknik Negeri Bandung, Bandung 40012)
Hilman Munawar (Jurusan Administrasi Niaga, Politeknik Negeri Bandung, Bandung 40012)
Laela Nabilah S (Jurusan Administrasi Niaga, Politeknik Negeri Bandung, Bandung 40012)
Vika Gustyana Mulyani (Jurusan Administrasi Niaga, Politeknik Negeri Bandung, Bandung 40012)

Industrial Research Workshop and National Seminar
Vol 9 (2018): Industrial Research Workshop and National Seminar

Internet development can be advantageous and disadvantageous at the same time. Indonesia, as a country with an increasing number of internet users, has a new problem, called cyberbullying. This study analyzed factors causing someone to perform cyberbullying: such as self-actualization, age, gender, family structure, parental education, and internet frequency. Data were analyzed using binary logistic regression. This study reveals that gender has a significant effect on cyberbullying. Moreover, this study found that self-actualization is also has a substantial impact on cyberbullying. Furthermore, gender is also has a significant effect on some forms of cyberbullying, such as flaming, online harassment, cyberstalking, masquerading, outing and excluding. Internet frequency is also has a substantial impact on online bullying. All findings are used to create the most appropriate social marketing program to prevent cyberbullying from the bullies perspective.