Pengaruh promosi influencer instagram terhadap perilaku pengikutnya untuk mengikuti tindakan pembatasan sosial dalam menghadapi virus covid-19 di DKI Jakarta = Impact of instagram influencer endorsment towards follower action to follow social distancing measures facing covid-19 virus in DKI Jakarta

Adiprana, I Made Nandhika (2021) Pengaruh promosi influencer instagram terhadap perilaku pengikutnya untuk mengikuti tindakan pembatasan sosial dalam menghadapi virus covid-19 di DKI Jakarta = Impact of instagram influencer endorsment towards follower action to follow social distancing measures facing covid-19 virus in DKI Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

COVID-19 berdampak pada seluruh wilayah Indonesia, oleh karena itu, pemerintah telah mencoba berbagai cara untuk mengkomunikasikan kebijakannya secara efektif, salah satunya melalui media sosial. Metode komunikasi yang dipilih oleh pemerintah adalah dengan menggunakan Instagram Influencer yang bertujuan untuk meningkatkan kesadaran terhadap COVID-19 dan mempromosikan pesan tentang memakai masker dan melakukan social distancing. Influencer Instagram yang digunakan dalam penelitian ini adalah @ dr.tirta, seorang dokter / pengusaha ternama yang menjadi relawan Satgas Khusus COVID-19. Kajian ini dilakukan untuk mengetahui keefektifan penggunaan Instagram Influencer dalam mempengaruhi tindakan pengikutnya untuk bertindak sesuai dengan langkah-langkah social distancing yang digaungkan oleh pemerintah untuk memerangi penyebaran COVID-19 di Indonesia. Instagram Influencer akan diukur menggunakan model TEARS (Trustworthiness, Expertise, Attractiveness, Respect, and Similarity), dan tindakan pengikutnya akan diukur menurut model AISAS (Attention, Interest, Search, Action, Sharing) Penelitian ini menggunakan metode penelitian kuantitatif dengan menggunakan data primer berupa kuesioner dan data sekunder dari internet, e-journal di website, surat kabar, dan media yang mendukung. Kuisioner dibagikan kepada 150 responden. Hasil penelitian ini membuktikan bahwa penggunaan Instagram Influencer berpengaruh positif terhadap tindakan followernya terhadap tindakan social distancing follower menghadapi virus COVID-19 di DKI Jakarta. / COVID-19 impacted the whole country of Indonesia, and thus, government have tried many ways to communicate their policy effectively and one of the is through social media. The communication method that is chosen by the government is by using Instagram Influencers, which aim to raise awareness to COVID-19 and promote message about wearing a mask and doing social distancing. Instagram Influencers used in this research is @dr.tirta, a famous doctor/entrepreneur that become volunteer for COVID-19 special task force. This study was conducted to find out the effectiveness of using Instagram Influencer to influence the action of their followers to act according to social distancing measures promoted by the government to combat COVID-19 spread in Indonesia. Instagram Influencer will be measured using TEARS (Trustworthiness, Expertise, Attractiveness, Respect, and Similarity) model, and the action of their follower will be measured according to AISAS (Attention, Interest, Search, Action, Sharing) model This research uses quantitative research method using primary data of questionnaire and secondary data from Internet, e-journal in website, newspaper, and media that support. Questionnaires distributed to 150 respondents. The results of this study prove that the use of Instagram Influencer positively affect their follower’s action to follower social distancing measures facing COVID-19 virus in DKI Jakarta.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Adiprana, I Made NandhikaNIM00000010007dhiksky1@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorLuhukay, Marsefio SevyoneNIDN0702037101UNSPECIFIED
Uncontrolled Keywords: COVID-19; Instagram; Influencer; Follower; TEARS; AISAS
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
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 18238 not found.
Date Deposited: 08 Mar 2021 02:23
Last Modified: 08 Mar 2021 02:23
URI: http://repository.uph.edu/id/eprint/27714

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