Studi Deskriptif Mengenai Stres Akulturatif pada Mahasiswa Perantau Angkatan 2015 di Universitas Islam Bandung

Abstract

Abstract. Le Minerale is a new mineral water product after there are similar products on the market that preceded it. The emergence of Le Minerale product advertising in various media, both pnt and electronic, can not be said that the community has a high brand awareness towards this brand. Based on this phenomenon, the problem in this research is formulated as follows: (1) Is there a relationship between attention (attention) to the ads with Le Minerale brand awareness? (2) Is there a relationship between interest (interest) to the ads with Le Minerale brand awareness? (3) Is there a relationship between desire (desire) to advertising with Le Minerale brand awareness? (4) Is there a relationship between the decision (decision) against the ad with Le Minerale brand awareness? (5) Is there a relationship between the action (action) against the ad with Le Minerale brand awareness?. Researcher using correlational analysis technique using a quantitative approach. Selected population in this study is SMA Negeri 12 Bandung totaling 1,023 students. With a sampling technique that is proportional stratified sampling obtained the number of samples are 91 students. Data collection techniques used in this study were questionnaires, interviews, observation, and literature. Data analysis technique used in this research is descriptive analysis techniques and inferential statistical analysis techniques. The results of this study are: (1) There is a positive relationship between attention (attention) to ad Le Minerale with brand awareness including strong category / high. (2) There is a positive relationship between the interest (interest) on the ad Le Minerale with brand awareness medium category. (3) There is a positive relationship between desire (desire) to ad Le Minerale with brand awareness medium category. (4) There is a positive relationship between the decision (decision) against Le Minerale ads with brand awareness medium category. (5) There is a positive relationship between action (action) against Le Minerale ads with brand awareness medium category.

 

Abstrak. Penelitian ini dilakukan berdasarkan fenomena yang terjadi pada mahasiswa perantau angkatan 2015 di Universitas Islam Bandung, dimana terdapat Mahasiswa yang berasal dari luar Jawa Barat, luar Pulau Jawa dan luar Negeri. Berdasarkan hasil wawancara yang dilakukan, Mahasiswa perantau ini menghadapi permasalahan-permasalahan atau kesulitan ketika jauh dari tempat asalnya seperti sulitnya memahami bahasa sunda, cenderung memilih teman yang sama-sama anak merantau, tidak dapat berkonsentrasi dalam belajar ketika mereka merasakan rindu akan rumah dan merasa dirinya tidak diterima oleh teman-temannya. Dengan demikian tujuan dari penelitian ini adalah memperoleh data empiris mengenai gambaran menganai stres akulturatif pada mahasiswa perantau angkatan 2015 di Universitas Islam Bandung. Metode yang digunakan adalah deskriptif. Jumlah subjek yang dijadikan sampel dalam penelitian ini berjumlah 83 mahasiswa perantau sesuai dengan karakteristik yang telah ditentukan. Alat ukur yang digunakan dalam penelitian ini, peneliti menggunakan alat ukur ASSIS (Acculturative Stress Scale for International Students) yang telah diadaptasi dan di modifikasi. Hasil penelitian menunjukan bahwa dari 83 mahasiswa perantau sebanyak 49 orang atau 51% berada pada katagori stress akulturasi yang tinggi yang didominasi oleh dimensi Homesickness, Stress Due Change, Guilt dan Nonspecific. Untuk katagori stress akulturasi yang rendah berjumlah 34 orang atau (49%).