THE EFFECT OF CELEBRITY WORSHIP ON THE NEWS DIFFUSION OF BTS MEAL
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Abstract
Technology is increasingly sophisticated, making many people use social media to promote their products, one of which is McDonald's, which collaborates with BTS for the BTS Meal product, which is the number three trending topic in the world. This research was carried out with the aim of testing whether a person's level of liking for idol (celebrity worship) affects the level of news spread about BTS Meal. The theory used in this research is two step flow, news diffusion, celebrity worship, and social media. The researcher used a quantitative approach with a simple linear regression test to examine this. Respondents in this study were 104 by purposive sampling. The sample in this study were Tarumanagara University students who are BTS fans. The study's results using a simple linear regression test showed an influence of celebrity worship levels on the diffusion of BTS Meal news by 56.2% with a significant ANOVA value of 0.000. If the ANOVA value < 0.05, it can be concluded that there is a significant difference in the influence between celebrity worship and the diffusion of BTS Meal news.
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