Pengaruh Konten Edukasi Manfaat Tinggal di Hunian Berkonsep Transit Oriented Development di Instagram @lrtcity terhadap Pemaknaan Internal dan Minat Beli Konsumen (Survey pada followers Instagram @lrtcity)

Lukyandari, Debora Dea Augustha (2024) Pengaruh Konten Edukasi Manfaat Tinggal di Hunian Berkonsep Transit Oriented Development di Instagram @lrtcity terhadap Pemaknaan Internal dan Minat Beli Konsumen (Survey pada followers Instagram @lrtcity). S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Perkembangan media komunikasi digital pasca pandemi Covid-19 di Indonesia mencerminkan transformasi yang signifikan, terutama dalam ranah media sosial seperti Instagram yang menjadi platform penting untuk penyebaran informasi, edukasi, dan promosi produk serta layanan. Penelitian ini berjudul "Pengaruh Konten Edukasi Manfaat Tinggal di Hunian Berkonsep Transit Oriented Development di Instagram @lrtcity terhadap Pemaknaan Internal dan Minat Beli Konsumen." Tujuan dari penelitian ini adalah untuk mengetahui seberapa besar pengaruh konten edukasi yang disajikan di Instagram terhadap pemaknaan internal dan minat beli konsumen terhadap hunian berkonsep Transit Oriented Development (TOD). Menggunakan teori dasar Difusi Inovasi dari Everett Rogers, penelitian ini mengeksplorasi elemen dari konten Instagram Chris Heuner yang meliputi content, context, community, dan conversation. Juga melihat seberapa besar pengaruhnya terhadap pemaknaan internal yang digagas oleh Osgood meliputi evaluate, activity, dan potency. Juga melihat seberapa besar pengaruh minat beli yang dilihat dari minat transaksional, minat referensial, minat preferensial, dan minat eksploratif. Hasil penelitian menunjukkan adanya pengaruh positif yang signifikan antara konten edukasi dan pemaknaan internal konsumen dengan koefisien korelasi sebesar 0,774, serta koefisien determinasi (R2) sebesar 59,9%, yang menunjukkan bahwa konten Instagram berperan penting dalam membentuk pemaknaan internal. Selanjutnya, konten edukasi juga berpengaruh kuat terhadap minat beli konsumen dengan koefisien korelasi sebesar 0,834 dan R2 sebesar 69,5%. Temuan ini mengindikasikan bahwa semakin berkualitas konten yang disajikan, semakin besar minat beli konsumen. Beberapa faktor lain, seperti pemilihan warna dan profesionalisme komunikasi, juga diidentifikasi sebagai area yang perlu diperbaiki untuk meningkatkan pengaruh konten. Penelitian ini merekomendasikan peningkatan kualitas dan relevansi konten serta pemahaman lebih mendalam terhadap respons audiens agar strategi komunikasi dapat lebih efektif, sehingga mampu menarik minat konsumen untuk membeli hunian berkonsep TOD The development of digital communication media in post-COVID-19 Indonesia reflects significant transformations, particularly in social media platforms such as Instagram, which has become a crucial medium for disseminating information, education, and promoting products and services. This research, titled "The Influence of Educational Content on the Benefits of Living in Transit-Oriented Development Housing on the Instagram Account @lrtcity on Internal Meaning and Consumer Purchase Interest," aims to determine the extent of the influence of educational content presented on Instagram on internal meaning and consumer purchase interest regarding Transit-Oriented Development (TOD) housing. Using Everett Rogers' Diffusion of Innovations theory as a foundation, the study explores elements of Instagram content as outlined by Chris Heuer, including content, context, community, and conversation. It also examines the influence on internal meaning, as proposed by Osgood, encompassing evaluation, activity, and potency. Furthermore, the study evaluates the impact on purchase interest through transactional, referential, preferential, and exploratory dimensions. The findings reveal a significant positive influence of educational content on consumers' internal meaning, with a correlation coefficient of 0.774 and a determination coefficient (R2) of 59.9%, indicating that Instagram content plays a pivotal role in shaping internal meaning. Additionally, the educational content strongly influences consumer purchase interest, with a correlation coefficient of 0.834 and an R2 of 69.5%. These results suggest that the higher the quality of the content presented, the greater the consumer's purchase interest. Other factors, such as color selection and communication professionalism, were identified as areas for improvement to enhance content impact. This study recommends improving the quality and relevance of content and gaining deeper insights into audience responses to optimize communication strategies, thereby attracting consumer interest in purchasing TOD housing.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55222120028
Uncontrolled Keywords: Konten edukasi, Transit Oriented Development, pemaknaan internal, minat beli, Instagram educational content, Transit-Oriented Development, internal meaning, purchase interest, Instagram.
Subjects: 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
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: SILMI KAFFA MARISKA
Date Deposited: 13 Jan 2025 03:01
Last Modified: 13 Jan 2025 03:01
URI: http://repository.mercubuana.ac.id/id/eprint/93520

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