SITORUS, GRACE REGINA (2023) PENGARUH KONTEN AUDIO VISUAL PADA MEDIA SOSIAL INSTAGRAM @SIMCCINDONESIA TERHADAP MINAT MENDAFTAR AMERICAN MATHEMATICS OLYMPIADS 2022 (AMO) PADA SISWA SEKOLAH MENENGAH PERTAMA (SMP) DI INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
One of the social media that has developed and become popular in the past few years is Instagram. When the content uploaded is interesting, followers will open the Instagram content to find out the information conveyed. This study aims to investigate the effect of audio-visual content presented through @simccindonesia Instagram social media account on increasing the interest of junior high school students in Indonesia to register for the American Mathematics Olympiads 2022 (AMO) competition. Through a quantitative approach, data was collected using a survey method involving junior high school student respondents. The sample of this study was 100 students from various junior high schools across Indonesia. The results of the data analysis showed that the audio-visual content presented through the Instagram account @simccindonesia had a positive and significant influence on the level of interest in registering junior high school students to enroll in AMO 2022. The participants stated that the content provided in-depth information about AMO, motivated them to improve their mathematics skills, and provided an understanding of the benefits and prestige that can be gained by participating in the competition. This finding proves the effectiveness of social media as a promotional tool and interest booster for junior high school students. Thus, it is important for AMO organizers or other similar institutions to utilize social media platforms as an effective tool to expand the reach of information and motivate potential students. Based on the results of this study, it is concluded that there is an influence of the audio-visual content created on the interest in registering for AMO 2022, which is 85.5%. Keywords: Audio Visual Content, Instagram Social Media, Interest in Registering, American Mathematics Olympiads (AMO), Junior High School, Indonesia. Salah satu media sosial yang berkembang dan menjadi popular beberapa tahun belakang adalah Instagram. Ketika konten yang di unggah menarik, maka followers akan membuka konten Instagram tersebut untuk mengetahui informasi yang disampaikan. Penelitian ini bertujuan untuk menginvestigasi pengaruh konten audio visual yang disajikan melalui akun media sosial Instagram @simccindonesia terhadap minat mendaftar siswa SMP di Indonesia untuk mendaftar dalam kompetisi American Mathematics Olympiads 2022 (AMO). Melalui pendekatan kuantitatif, data dikumpulkan menggunakan metode survei yang melibatkan responden siswa SMP. Sampel penelitian ini adalah 100 siswa-siswa dari berbagai Sekolah Menengah Pertama di seluruh Indonesia. Hasil analisis data menunjukkan bahwa konten audio visual yang disajikan melalui akun Instagram @simccindonesia memiliki pengaruh positif dan signifikan terhadap tingkat minat mendaftar siswa SMP untuk mendaftar dalam AMO 2022. Penemuan ini membuktikan efektivitas media sosial sebagai sarana promosi dan pendorong minat bagi para siswa SMP. Dengan demikian, penting bagi penyelenggara AMO atau lembaga serupa lainnya untuk memanfaatkan platform media sosial sebagai alat yang efektif untuk memperluas jangkauan informasi dan memotivasi siswa-siswa potensial. Berdasarkan hasil dari penelitian ini menyimpulkan bahwa ada pengaruh konten audio visual yang dibuat terhadap minat mendaftar AMO 2022 yaitu sebesar 85,5%. Kata Kunci: Konten Audio Visual, Media Sosial Instagram, Minat Mendaftar, American Mathematics Olympiads (AMO).
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