Efektivitas kampanye #benar2jenius oleh aplikasi jenius melalui instagram berdasarkan tingkat pengetahuan, tingkat minat, dan tingkat tindakan followers @jeniusconnect = The effectiveness of the #benar2jenius campaign was done by jenius application through instagram based on the level of knowledge, level of interest, and level of action followers @jeniusconnect.

Christiani, Merry (2019) Efektivitas kampanye #benar2jenius oleh aplikasi jenius melalui instagram berdasarkan tingkat pengetahuan, tingkat minat, dan tingkat tindakan followers @jeniusconnect = The effectiveness of the #benar2jenius campaign was done by jenius application through instagram based on the level of knowledge, level of interest, and level of action followers @jeniusconnect. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini ingin mengetahui efektivitas kampanye #benar2jenius yang dilakukan Jenius melalui media sosial Instagram. Konsep efektivitas kampanye #benar2jenius diukur melalui tiga tahap yang dijelaskan oleh Schenk & Dobler (2002, h. 37) yakni pengetahuan (kognitif), minat (afektif), dan tindakan (konatif). Pengetahuan merupakan hasil pemahaman seseorang berdasarkan data-data yang didapatkan dari penginderaan (Notoatmodjo, 2005, h. 5). Minat adalah sesuatu yang berhubungan dengan sikap dan kepribadian, individu yang tertarik terhadap suatu objek akan memiliki kekuatan atau dorongan untuk melakukan serangkaian tingkah laku untuk mendekati atau mendapatkan objek tersebut (Simamora, 2002, h. 131). Tindakan adalah suatu aktivitas yang dilakukan oleh seseorang sebagai respon pilihan yang disengaja atas dasar adanya stimulus (West & Turner, 2008, h. 59). Metode yang digunakan yakni metode penelitian kuantitatif dengan jenis penelitian deskriptif. Pengumpulan data dan analisis data menggunakan kuesioner untuk mendapatkan informasi dari sejumlah responden yang diasumsikan mewakili populasi secara spesifik. Populasi dalam penelitian ini adalah followers aktif akun Instagram Jenius Connect yaitu pada 13 Oktober 2018 berjumlah 65.106 orang. Teknik sampling yang digunakan adalah simple random sampling, sehingga didapatkan sejumlah 400 responden pada penelitian ini. Hasil penelitian menunjukkan kampanye #benar2jenius yang dilakukan Jenius melalui Instagram @jeniusconnect adalah kampanye yang efektif karena dapat menghasilkan tingkat pengetahuan dan tingkat minat yang sangat tinggi serta tingkat tindakan followers @jeniusconnect yang tinggi. / This research wanted to find out the effectiveness of the #benar2jenius campaign that was done by Jenius through social media Instagram. The concept of the effectiveness of #benar2enius campaign is measured through the three stages described by Schenk & Dobler (2002, h. 37), namely knowledge (cognitive), interest (affective), and action (conative). Knowledge is the result of someone's understanding based on data obtained from sensing (Notoatmodjo, 2005: 5). Interest is something that is related to attitudes and personality, individuals who are interested in an object will have the power or drive to do a series of behaviors to approach or obtain the object (Simamora, 2002, h. 131). Action is an activity carried out by someone as a deliberate choice response on the basis of the presence of stimulus (West & Turner, 2008, h. 59). The method used is quantitative research methods with descriptive research types. Data collection and data analysis using questionnaires to obtain information from a number of respondents who are assumed to represent the population specifically. The population in this study were the active followers of Jenius Connect's Instagram account, namely on October 13, 2018 there were 65,106 people. The sampling technique used was simple random sampling, so that there were 400 respondents in this study. The results of the research show that the campaign #benar2jenius by Instagram @jeniusconnect is an effective campaign because it can produce very high levels of knowledge and levels of interest and high levels of action of followers of @jeniusconnect.

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