PRASETYO, FAKHRI ALDI (2022) PENGARUH KONTEN INSTAGRAM @kitabisacom TERHADAP MINAT DONASI MAHASISWA FIKOM UNIVERSITAS MERCU BUANA JAKARTA (Survey Masa Pandemi Virus Corona Pada Mahasiswa Bulan Maret 2020 – Januari 2021). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The corona virus pandemic has caused a lot of losses not only for individuals but also for the country. Many problems have arisen in Indonesia due to the pandemic, such as many people experiencing difficulties due to the corona virus such as people who cannot meet their daily needs, children who have lost their parents due to the corona virus, patients exposed to the corona virus who need funds for healing, to the animals who lack food because of the few visitors who visit the recreation area. Currently, social media such as Instagram is not only a tool in facilitating communication activities but has also become a promotional tool for profit and non-profit companies or organizations. Kitabisa as a company engaged in the social sector by providing a meeting room for fundraisers and donors also uses social media as a promotional tool, in its activities Kitabisa always provides persuasive content on its social media, namely @kitabisacom with the aim that people who see the content can participate in fundraising on Kitabisa's platform. The purpose of this study is to find out and explain the extent of the influence of the content provided by Kitabisa through social media Instagram on the level of interest in donations by FIKOM students at Mercu Buana University Jakarta through the Kitabisa platform during the corona virus pandemic. This study uses the uses and effects theory. Quantitative research approach with survey method. Analysis of research data using a simple regression test between Instagram content variables (X) and donation interest variables (Y). The results showed that the constant value was 30.301. The consistency value of Variable Y (Donation Interest) was 30.301 and the regression coefficient X was 0.291 which states that for every 1% addition of the influence value of Instagram content, the value of interest in donations will increase by 0.291. Keywords: Communication, New Media, Social Media, Instagram, Crowdfunding, Donation Interest Pandemi virus corona mengakibatkan banyak kerugian tidak hanya perseorangan namun juga bagi negara. Banyak permasalahan-permasalahan yang muncul di Indonesia akibat pandemi seperti banyak masyarakat yang mengalami kesulitan karena virus corona seperti orang-orang yang tidak bisa mencukupi kebutuhan sehari-harinya, anak-anak yang kehilangan orang tua karena virus corona, pasienpasien terpapar virus corona yang membutuhkan dana untuk kesembuhannya, hingga satwa-satwa yang kekurangan makanan karena sedikitnya pengunjung yang mengunjungi tempat rekreasi. Saat ini media sosial seperti Instagram tidak hanya menjadi alat dalam mempermudah kegiatan komunikasi namun juga sudah menjadi salah satu alat promosi bagi perusahaan atau organisasi profit dan non profit. Kitabisa sebagai perusahaan yang bergerak di bidang sosial dengan memberikan ruang bertemu bagi penggalang dana dan donatur juga menggunakan sosial media sebagai alat promosi, dalam kegiatannya Kitabisa selalu memberikan kontenkonten persuasif di dalam sosial medianya yaitu @kitabisacom dengan tujuan agar masyarakat yang melihat konten tersebut bisa berpartisipasi dalam penggalangan dana yang ada di platform milik Kitabisa. Tujuan penelitian ini untuk mengetahui dan menjelaskan sejauh mana pengaruh konten-konten yang diberikan oleh Kitabisa melalui sosial media Instagram terhadap tingkat minat donasi mahasiswa FIKOM di Universitas Mercu Buana Jakarta melalui platform Kitabisa dimasa pandemi virus corona. Penelitian ini menggunakan teori uses and effect. Pendekatan penelitian kuantitatif dengan metode survey. Analisis data penelitian menggunakan uji regresi sederhana antar variabel Konten Instagram (X) dan variabel Minat donasi (Y). Hasil penelitian menunjukkan konstanta sebesar 30.301. Nilai konsistensi Variabel Y (Minat Donasi) adalah sebesar 30.301 dan nilai koefisien regresi X sebesar 0. .291 menyatakan bahwa setiap penambahan 1% nilai pengaruh konten Instagram maka nilai minat donasi akan bertambah sebesar 0.291. Kata Kunci : Komunikasi, New Media, Media Sosial, Instagram, Crowdfunding, Minat Donasi
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