Pengaruh terpaan iklan instagram Kitabisa.com terhadap keputusan followers melakukan donasi secara online pada masa pandemi covid-19

Habibah, Fauziah Nur (2021) Pengaruh terpaan iklan instagram Kitabisa.com terhadap keputusan followers melakukan donasi secara online pada masa pandemi covid-19. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Berbagai perkembangan media sosial tidak hanya membentuk jaringan sosial berupa sarana mendapatkan informasi dan sarana untuk saling berinteraksi, tetapi juga dapat digunakan sebagai sarana kampanye sosial. Media sosial Instagram yang menjadi media sosial yang populer, sehingga juga dimanfaatkan sebagai media gerakan kampanye sosial yang dapat membuat perubahan dan kontribusi pada masyarakat. Gerakan kampanye sosial melalui media sosial mengajak publik untuk melakukan donasi sebagai bentuk kepedulian terhadap sesama. Urgensi penelitian ini bertujuan untuk menelaah sejauhmana pengaruh dan korelasi terpaan iklan pada media sosial Instagram Kitabisa.com yang memanfaatkan platform media sosialnya yaitu Instagram untuk mengampanyekan ajakan untuk secara aktif melakukan donasi dimulai saat adanya COVID-19. Penelitian ini menggunakan pengujian analisis teoritis dalam perspektif Technology Acceptance Model (TAM), dengan melihat Perceived Usefulness, Perceived Ease of Use, Attitude Toward Using, Behavioral Intention to Use, dan Actual System Use. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif deskriptif dengan analisis regresi linier dengan teknik sampling purposive sampling, sehingga responden penelitian ini terdiri dari 100 yang merupakan followers Instagram Kitabisa.com. Hasil penelitian menunjukkan bahwa, terdapat korelasi sedang secara positif, sehingga jika terpaan iklan meningkat maka berpengaruh terhadap peningkatan keputusan melakukan donasi secara online. Selain itu, hasil penelitian menujukkan bahwa terdapat pengaruh secara signifikan dan positif terpaan iklan terhadap keputusan melakukan donasi secara online. Dengan demikian, Kitabisa.com memanfaatkan Instagram sebagai salah satu bagian kecanggihan teknologi dengan berkembangnya media sosial dapat menjadi sarana yang mempengaruhi konsep keyakinan kognitif berupa sikap dan perilaku individual terhadap adanya penerimaan manfaat dari media sosial tersebut. Kata Kunci: COVID-19, Donasi, Instagram Referensi: 45 (1975 – 2020) / Social media development not only form social networks in the form of a means of obtaining information and means of interacting with each other but also can be used as a means of social campaigns. Social media Instagram has become a popular social media, so it is also used as a media for social campaign movements that can make changes and contribute to society. The social campaign movement through social media invites the public to make donations as a form of concern for others. The urgency of this study aims to examine the extent to which the influence and correlation of exposure to advertisements on Instagram Kitabisa.com social media utilize its social media platform, namely Instagram, to campaign for invitations to actively make donations starting when COVID-19 occurs. This study used theoretical analysis testing in the perspective of the Technology Acceptance Model (TAM), by looking at Perceived Usefulness, Perceived Ease of Use, Attitude Toward Using, Behavioral Intention to Use, and Actual System Use. The method used in this research is a descriptive quantitative method with linear regression analysis with purposive sampling technique so that the respondent of this research consists of 100 who are Instagram followers Kitabisa.com. The results showed that there is a moderate correlation positively so that if the impact of advertising increases, it affects the increase in decisions to make donations online. Also, the results showed that there is a significant and positive influence of advertising on the decision to donate online. Thus, Kitabisa.com uses Instagram as one part of technological sophistication with the development of social media can be a means of influencing the concept of cognitive beliefs in the form of individual attitudes and behaviors towards the acceptance of the benefits of social media. Keyword: COVID-19, Donation, Instagram References: 45 (1975 – 2020)

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Habibah, Fauziah NurNIM01045170054fauziahhnh@yahoo.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorStefany, StellaNIDN0312088604stella.stefany@student.uph.edu
Uncontrolled Keywords: covid-19; donasi; instagram
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program)
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program)
Depositing User: Users 4952 not found.
Date Deposited: 03 Feb 2021 07:11
Last Modified: 02 Mar 2022 07:08
URI: http://repository.uph.edu/id/eprint/14955

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