SIHOMBING, NANDA PRITA JULINTA (2025) PENGARUH PROMOSI ONLINE @tim.cikini SEBAGAI MEDIA PROMOSI INFORMASI TERHADAP MINAT AUDIENS MENGHADIRI EVENT KARYA ANAK BANGSA. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
Cover.pdf Download (485kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
Bab 1.pdf Restricted to Registered users only Download (191kB) |
|
|
Text (BAB II)
Bab 2.pdf Restricted to Registered users only Download (411kB) |
|
|
Text (BAB III)
Bab 3.pdf Restricted to Registered users only Download (376kB) |
|
|
Text (BAB IV)
Bab 4.pdf Restricted to Registered users only Download (740kB) |
|
|
Text (BAB V)
Bab 5.pdf Restricted to Registered users only Download (104kB) |
|
|
Text (DAFTAR PUSTAKA)
Daftar Pustaka.pdf Restricted to Registered users only Download (108kB) |
|
|
Text (LAMPIRAN)
Lampiran.pdf Restricted to Registered users only Download (533kB) |
Abstract
This study aims to analyze the influence of information promotion via the social media platform Instagram on audience interest in attending events created by Indonesian children. The Instagram account @tim.cikini is the focus of the research. The independent variable in this study is information promotion (X), while the dependent variable is audience interest in attending events (Y). The study population comprises all followers of the Instagram account @tim.cikini, totaling 83,800 followers. The sample size was determined using Slovin's formula with a 10% margin of error, resulting in 100 respondents for this study. A probabilistic sampling technique with a simple random sampling method was used. The criteria for inclusion in the research were that the subjects be followers of the Instagram account @tim.cikini who had viewed promotional content. Data collection was conducted through online questionnaires via Instagram direct messages. This study employs quantitative analysis using SPSS, a statistical software tool that includes several existing tests. The results indicate that promoting information through the Instagram account @tim.cikini has a significant effect on audience interest in attending events created by Indonesian children, with a calculated F-value of 97.234 and a significance level of p < 0.05. The coefficient of determination (R²) of 0.498 indicates that 49.8% of the variation in audience interest is influenced by the information promotion, while 50.2% is influenced by other factors external to the study. This finding suggests that even with organic promotion without paid advertising, delivering clear information, using engaging images, and aligning the message with cultural values can increase audience interest. Therefore, Instagram plays an effective role as an information promotion medium forfostering audience interest in events created by Indonesian children. Keywords: Information Promotion, Instagram, Audiens Interest, Local Creative Events. Penelitian ini bertujuan untuk menganalisis pengaruh promosi informasi melalui media sosial Instagram terhadap minat audiens dalam menghadiri event karya anak bangsa dengan objek penelitian akun Instagram @tim.cikini. Variabel independen pada penelitian ini adalah promosi informasi (X), sedangkan variabel dependen pada penelitian ini adalah minat audiens menghadiri event (Y). Populasi penelitian mencakup seluruh followers akun Instagram @tim.cikini yang berjumlah 83.800 pengikut. Penentuan sampel menggunakan rumus Slovin dengan tingkat kesalahan 10%, sehingga dapat diperoleh 100 responden untuk penelitian ini. Menggunakan teknik probability sampling dengan metode simple random sampling, dengan kriteria subjek penelitian merupakan pengikut akun Instagram @tim.cikini yang pernah melihat konten promosi. Pemungutan data dilaksanaan melalui penyebaran angket secara daring melalui direct message Instagram. Penelitian ini menerapkan analisis kuantitatif dengan alat bantu pengujian yaitu SPSS, meliputi bebragai uji statistika yang ada. Hasil dari penelitian ini menunjukkan bahwa promosi informasi melalui akun Instagram @tim.cikini berpengaruh signifikan terhadap minat audiens dalam menghadiri event karya anak bangsa, dengan nilai F hitung sebesar 97,234 dan tingkat signifikansi p < 0,05. Hasil nilai koefisien determinasi (R²) sebesar 0,498 menunjukkan bahwa sebesar 49,8% merupakan variasi minat audiens yang dipengaruhi oleh promosi informasi, sedangkan 50,2% dipengaruhi oleh faktor lain di luar penelitian. Temuan ini mengindikasikan bahwa meskipun promosi dilakukan secara organik tanpa iklan berbayar, penyampaian informasi yang jelas, visual yang menarik, dan keselarasan pesan dengan nilai budaya mampu meningkatkan minat audiens. Dengan demikian, Instagram berperan sebagai media promosi informasi yang efektif dalam mendorong ketertarikan audiens terhadap event karya anak bangsa. Kata Kunci: Promosi Informasi, Instagram, Minat Audiens, Event Karya Anak Bangsa.
Actions (login required)
 |
View Item |
