Wahab, Aisyah Frida (2024) THE INFLUENCE OF PERCEIVED PERSUASIVENESS OF FAMILY CONTENT AND SUBJECTIVE NORMS OF MARRIED LIFE ON THE INTENTION TO GET MARRIED AMONG YOUNG ADULTS. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

The decline in marriage rates in Indonesia has raised questions about the intention to marry
among young adults. This study aims to examine the influence of perceived family content
persuasion and subjective norms about marital life on the intention to marry among young
adults, using the Theory of Planned Behavior as the theoretical framework. A quantitative
approach was employed, with perceived family content persuasion (X1) and subjective norms
about marriage life (X2) as independent variables, and the intention to marry among young
adults (Y) as the dependent variable. Data were collected through non-probability sampling from
100 respondents aged 18–25 years, and analyzed using simple linear regression.
The findings indicate that perceived family content persuasion (X1) and subjective norms about
marital life (X2) significantly and positively influence the formation of marriage intentions
among young adults in Indonesia. Perception of family related content has a moderate effect,
while subjective norms have a stronger influence in fostering marriage intentions. These results
highlight the importance of communication through media and social norms as effective tools in
shaping marriage intentions. In the Indonesian cultural context, family values conveyed through
content and societal expectations play a key role in strengthening positive views on marriage and
encouraging the intention to marry.
Keywords: marriage intention, young adults, subjective norms, social media influencer, family
content.
194 KOM 2024

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