pengaruh

Pengaruh is the Indonesian term for influence—the capacity to affect the opinions, behavior, or development of people, groups, institutions, or events. It frequently arises through interactions among individuals or through structures such as families, organizations, media, and social networks. The concept encompasses both the sources of influence and the mechanisms by which effects occur.

In social and behavioral sciences, pengaruh is analyzed through different mechanisms. Normative influence occurs when individuals adopt attitudes or actions to fit expectations of others. Informational influence arises when people accept information from credible sources as evidence, leading to changes in belief or behavior. Social networks amplify pengaruh through repeated contact, trust, and shared norms, while power dynamics and authority can shape who has influence.

Pengaruh is studied across domains including marketing, politics, culture, and public health. It is measured by changes in attitudes, intentions, or actual behavior, often using experiments, surveys, or diffusion studies. The spread of ideas or trends—such as consumer choices, political opinions, or cultural practices—illustrates pengaruh in action.

The nature of pengaruh can be positive or negative, intentional or unintended. Ethical considerations address how influence is obtained and used, including transparency, consent, and avoidance of manipulation. The term itself reflects a long-standing idea in Indonesian and regional discourse that outcomes are shaped by interactions among people and systems.