Pengaruh terpaan media sosial terhadap minat berkunjung followers akun Instagram @tangcity mall = The influence of social media exposure on interest in visiting followers of the Instagram account @tangcity mall

Megawati, Megawati (2024) Pengaruh terpaan media sosial terhadap minat berkunjung followers akun Instagram @tangcity mall = The influence of social media exposure on interest in visiting followers of the Instagram account @tangcity mall. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kehadiran media sosial di kalangan masyarakat memberikan pengaruh yang besar bagi setiap aktivitas. Banyak masyarakat lebih aktif berinteraksi dalam media sosial daripada secara langsung. Maka, banyak perusahaan yang memanfaatkan media sosial untuk informasi maupun promosi kepada masyarakat. Salah satunya akun Instagram @tangcitymall yang aktif dalam menyebarkan informasi atau konten menarik terkait tempat kuliner, perbelanjaan, hiburan, dan lainnya. Penelitian ini fokus dalam meneliti 'pengaruh terpaan media sosial terhadap minat berkunjung followers akun Instagram @tangcitymall'. Tujuan penelitian ini yaitu ingin mengukur dan mengetahui seberapa besar pengaruh terpaan media sosial terhadap minat berkunjung followers akun Instagram @tangcitymall. Landasan teori yang digunakan dalam penelitian ini adalah teori Stimulus-Organism-Respons. Menggunakan metode kuantitatif dengan pengolahan data regresi linear. Bedasarkan dari hasil 100 responden, penelitian ini memiliki hasil adanya hubungan yang kuat pada terpaan media sosial terhadap minat berkunjung. Jika melihat dari hasil dimensi terpaan media, dimensi frekuensi dan intensitas lebih berpengaruh pada minat berkunjung followers Instagram @tangcity mall. / The presence of social media in society has a big influence on every activity. Many people interact more actively on social media than in person. So, many companies use social media for information and promotions to the public. One of them is the Instagram account @tangcitymall which is active in spreading interesting information or content related to culinary, shopping, entertainment and other places. This research focuses on examining 'the influence of exposure to social media on the interest in visiting followers of the Instagram account @tangcitymall'. The aim of this research is to measure and find out how much influence exposure to social media has on the interest in visiting followers of the @tangcitymall Instagram account. The theoretical basis used in this research is the Stimulus-Organism-Response theory. Using quantitative methods with linear regression data processing. Based on the results of 100 respondents, this research shows that there is a strong relationship between exposure to social media and interest in visiting. If we look at the results of the dimensions of media exposure, the dimensions of frequency and intensity have more influence on the interest in visiting Instagram followers @tangcity mall.

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