Hubungan Parasocial Relationship dan Kontrol Diri dengan Minat Beli Layanan Ruangguru pada Penikmat Clash of Champions

Qoni Ihsania Wardah; Zahrotul Uyun

doi:10.23917/jkk.v4i3.728

Authors

Qoni Ihsania Wardah Fakultas Psikologi, Universitas Muhammadiyah Surakarta
Indonesia
Zahrotul Uyun Fakultas Psikologi, Universitas Muhammadiyah Surakarta
Indonesia

DOI:

https://doi.org/10.23917/jkk.v4i3.728

Keywords:

Clash of Champions, edutainment, hubungan parasosial, kontrol diri, minat beli, model korelasi

Abstract

Program edutainment Clash of Champions (CoC) Ruangguru hadir sebagai tayangan edukatif yang tidak hanya menyampaikan materi pembelajaran secara menarik, tetapi juga menciptakan ikatan emosional antara penonton dan figur media di dalamnya. Ikatan ini terwujud dalam bentuk hubungan parasosial (PSR), yaitu kedekatan semu yang dirasakan penonton terhadap tokoh media. Melalui mekanisme tersebut, CoC memanfaatkan pendekatan psikologi konsumen dengan membangun rasa kedekatan dan keterlibatan emosional yang pada akhirnya berpotensi memengaruhi minat beli layanan digital Ruangguru. Penelitian ini bertujuan untuk mengetahui hubungan antara parasocial relationship dan kontrol diri dengan minat beli layanan Ruangguru pada penikmat Clash of Champions. Penelitian ini menggunakan pendekatan kuantitatif korelasional dengan teknik analisis regresi berganda. Jumlah responden sebanyak 439 orang yang diperoleh melalui teknik purposive sampling. Instrumen yang digunakan mencakup Multiple Parasocial Relationship Scale (MPRS), Brief Self-Control Scale, dan skala minat beli. Hasil uji hipotesis mayor menunjukkan bahwa parasocial relationship dan kontrol diri secara simultan berhubungan signifikan dengan minat beli dengan nilai signifikansi 0.000. Hasil analisis menunjukkan adanya hubungan signifikan antara parasocial relationship dengan minat beli (r = 0.290, p < 0.01), serta antara kontrol diri dengan minat beli (r = 0.445, p < 0.01). Nilai koefisien determinasi (R²) sebesar 0.257 menunjukkan bahwa kedua variabel independen bersama-sama menjelaskan 25,7% variasi minat beli. Sumbangan efektif parasocial relationship sebesar 9,5%, sedangkan kontrol diri memberikan kontribusi yang lebih besar sebesar 16,2%. Hasil kategorisasi menunjukkan bahwa mayoritas responden berada pada kategori sedang untuk ketiga variabel: PSR (74,72%), kontrol diri (66,74%), dan minat beli (76,08%). Temuan merekomendasikan integrasi nilai edukatif dalam strategi PSR untuk meningkatkan minat beli berkelanjutan, sehingga kedekatan emosional dengan figur media tidak hanya berdampak pada keputusan membeli, tetapi juga memperkuat relevansi pendidikan dalam layanan edutech seperti Ruangguru.

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