PENGARUH KONTEN INSTAGRAM WARKOP STIGA TERHADAP MINAT BERKUNJUNG PENGIKUTNYA

GIANPA, SATRIA (2025) PENGARUH KONTEN INSTAGRAM WARKOP STIGA TERHADAP MINAT BERKUNJUNG PENGIKUTNYA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Instagram content published by the @warkopstiga account on the visit intention of its followers. In today's digital era, social media has become an effective promotional tool, especially in the culinary industry. Instagram, as one of the largest visual platforms, provides space for business owners to build appeal toward their products and venues. The independent variable (X), Instagram content, is analyzed based on the 4C theory by Chris Heuer, which includes Context, Communication, Collaboration, and Connection. Meanwhile, the dependent variable (Y), visit intention, is measured using indicators of exploratory, preferential, transactional, and referential interest based on Ferdinand's theory (2014). This research uses a quantitative approach with a positivist paradigm and a survey method, employing purposive sampling. The population in this study consists of followers of the @warkopstiga Instagram account, with a sample size of 100 respondents. The data analysis techniques include validity tests, reliability tests, normality tests, simple linear regression, coefficient of determination, and t-test. The results show a significant influence of Warkop Stiga's Instagram content on the visit intention of its followers, with a contribution of 7,2%. Meanwhile, 92,8% is influenced by other factors beyond this study. Keywords: Social Media, Instagram Content, Visit Intention, Instagram Followers, Warkop Stiga. Penelitian ini bertujuan untuk menganalisis pengaruh konten Instagram yang dipublikasikan oleh akun @warkopstiga terhadap minat berkunjung para pengikutnya. Dalam era digital saat ini, media sosial menjadi media promosi yang efektif, termasuk dalam industri kuliner. Instagram, sebagai salah satu platform visual terbesar, memberikan ruang bagi pelaku usaha untuk membangun daya tarik terhadap produk maupun tempat usaha mereka. Variabel X, yaitu konten Instagram, dianalisis berdasarkan teori 4C oleh Chris Heuer yang mencakup Context, Communication, Collaboration, dan Connection. Sementara itu, variabel Y, yaitu minat berkunjung, diukur melalui indikator minat eksploratif, preferensial, transaksional, dan referensial berdasarkan teori Ferdinand (2014). Penelitian ini menggunakan pendekatan kuantitatif dengan paradigma positivisme dan metode survei, serta teknik purposive sampling. Populasi dalam penelitian ini adalah pengikut akun Instagram @warkopstiga, dengan jumlah sampel sebanyak 164 responden. Teknik analisis data yang digunakan meliputi uji validitas, reliabilitas, normalitas, regresi linier sederhana, koefisien determinasi, dan uji t. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif antara konten Instagram Warkop Stiga terhadap minat berkunjung pengikutnya, dengan kontribusi sebesar 7,2%. Sementara itu, 92,8% dipengaruhi oleh faktor-faktor lain di luar penelitian ini. Kata Kunci: Instagram, Konten Instagram, Minat Berkunjung, Pengikut Instagram, Warkop Stiga

Item Type:	Thesis (S1)
Call Number CD:	FK/KD. 25 035
NIM/NIDN Creators:	44521010071
Uncontrolled Keywords:	Instagram, Konten Instagram, Minat Berkunjung, Pengikut Instagram, Warkop Stiga
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ilmu Komunikasi > Komunikasi Digital
Depositing User:	khalimah
Date Deposited:	07 Aug 2025 04:47
Last Modified:	07 Aug 2025 04:47
URI:	http://repository.mercubuana.ac.id/id/eprint/96644

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