The effectiveness of instagram social media as an online promotion strategy @kraton_solo among communication science students at ums
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Published:
Aug 30, 2024
Keywords:
Social media, Instagram, Online promotion
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Informtion System
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Abstract
The role of technology plays a crucial part in increasing the popularity of tourist destinations today. Social media is highly diverse and offers many benefits to its users, especially in terms of finding places to visit. This research aims to determine the extent of the influence of social media (Instagram) in online promotion @kraton_solo. This study uses a descriptive quantitative research type with a survey method, which emphasizes explaining the influence of the AIDA method (Attention, Interest, Desire, Action). The data collection technique in this research is using primary data. The sampling technique used is nonprobability sampling. The population in this study consists of @kraton_solo followers and Communication Science students (UMS) who follow the @kraton_solo account, totaling 25,500 followers. Descriptive Statistical Analysis Based on the table above, it can be seen that the average value of Attention is 19.19. Interest is 18.31. Desire is 10.07. The average value of Action is 09.77. The average value of Visiting Decision is 10.46 4.3 Research Results (Hypothesis Testing) Based on table 4.3 above, the calculation of multiple linear regression using the SPSS program version 21.0 for windows. The results obtained are F calculated at 40.108 and a probability of 0.000. Because sig 0.000 < 0.05, it can be concluded that the variables of attention, interest, desire, and action together influence the decision to visit
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Fitriyanto, B. A. . and Santoso, B. . (2024) “The effectiveness of instagram social media as an online promotion strategy @kraton_solo among communication science students at ums ”, Jurnal Mantik, 8(2), pp. 1015-1024. doi: 10.35335/mantik.v8i2.5242.
References
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Virgioni, D. (2020). Analisis Pengaruh Konsep Aida ( Attention , Efektifitas Periklanan?; Studi Kasus Pada Pt . 7(2), 83–92.
Wainira, M. A. D., Liliweri, Y. K. N., & Mandaru, S. S. E. (2021). Pemanfaatan Instagram sebagai Media Komunikasi Pemasaran dalam Membangun Brand Image. Jurnal Communio?: Jurnal Jurusan Ilmu Komunikasi, 10(2), 138–148. https://doi.org/10.35508/jikom.v10i2.3609
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Arniessa, A. D., & Dwiridotjahjono, J. (2024). Online Advertisements ( Survey On Product Buyers On Shopee In Surabaya ) Pengaruh Aida ( Attention , Interest , Desire , Action ) Terhadap Efektivitas Iklan Online ( Survey Pada Pembeli Produk Di Shopee Di Kota Surabaya ). Management Studies and Entrepreneurship Journal, 5(1), 2574–2584.
Catur Rahayu Martiningtiyas, Hermawan, A., Chaniago, N., Baliartati, B. O., & Lestari, N. (2022). Peran Media Sosial untuk Pemasaran Digital. Dirkantara Indonesia, 1(1), 25–30. https://doi.org/10.55837/di.v1i1.30
Dr. M. Anang Firmansyah, S.E., M. . (2020). Komunikasi Pemasaran. In Jurnal Sains dan Seni ITS (Vol. 6, Issue 1). http://repositorio.unan.edu.ni/2986/1/5624.pdf%0Ahttp://fiskal.kemenkeu.go.id/ejournal%0Ahttp://dx.doi.org/10.1016/j.cirp.2016.06.001%0Ahttp://dx.doi.org/10.1016/j.powtec.2016.12.055%0Ahttps://doi.org/10.1016/j.ijfatigue.2019.02.006%0Ahttps://doi.org/10.1
Fauzy, A. (2019). Metode Sampling. In Universitas Terbuka (Vol. 9, Issue 1). http://jurnal.globalhealthsciencegroup.com
Hardani, Auliya, N. H., Andriani, H., & Fardani, R. A. (2020). Metode Penelitian Kualitatif & Kuantitatif. In Metode Penelitian Kualitatif&Kuantitaif (Vol. 1, Issue 1).
Hasdiansa, I. W., Hasbiah, S., & Aswar, N. F. (2023). Pengaruh Media Sosial Terhadap Perilaku Pembelian Ramah Lingkungan Generasi Milenial Dan Generasi Z. Jurnal Bisnis Dan Kewirausahaan, 12(1), 49–60. https://doi.org/10.37476/jbk.v12i1.3804
Heriansya, A., & Arini, E. (2023). Pengaruh Aida (Attention, Interest, Desire, Action) Terhadap Keputusan Pembelian Produk Batik Basurek Al-Sufi Di Kota Bengkulu. (JEMS) Jurnal Entrepreneur Dan Manajemen Sains, 4(1), 41–54. https://doi.org/10.36085/jems.v4i1.4396
Kotler, P., & Keller, K. L. (2015). Marketing Management (15th ed. Pearson Education.
Mafulla, D., & Kholik, A. (2021). Efektifitas Media Sosial Instagram Sebagai Strategi Promosi Online Kawasan Wisata Pacet Mojokerto. El-Idaarah (Jurnal Manajemen), 1 no 2(2), 1–8. http://jurnal.stiedarulfalahmojokerto.ac.id/index.php/Jurnal-el-Idhara/article/download/87/114
Mardiah, U. (2024). Analysis of the Influence of the AIDA Method ( Attention , Interest , Desire , Action ) on Purchasing Decisions for Halal-Labeled Fast Food for FAI UMSU Students. Journal of Islamic Perspective, 6(1), 84–94.
Nalendra, A. R. A., Rosalinah, Y., Priadi, A., Subroto, I., Rahayuningsih, R., Lestari, R., Kusamandari, S., Yuliasari, R., Astuti, D., Latumahina, J., Purnomo, M. W., & Zede, V. A. (2021). Stastitika Seri Dasar Dengan SPSS. In Media Sains Indonesia?: Bandung. http://www.penerbit.medsan.co.id/
Nuriadin, A., & Harumike, Y. D. N. (2021). Sejarah Perkembangan Dan Implikasi Internet Pada Media Massa Dan Kehidupan Masyarakat. SELASAR KPI?: Referensi Media Komunikasi Dan Dakwah, 1(1), 1–25. https://ejournal.iainu-kebumen.ac.id/index.php/selasar/index
Putri, S. D., Satria, C., & Setiawan, B. (2022). Pengaruh Label Halal Dan Harga Terhadap Keputusan Konsumen (Studi Kasus Mini Market Mutiara Indah Talang Kelapa Palembang). Jurnal Ilmiah Mahasiswa Ekonomi Syariah (JIMESHA), 2(1), 23–38. https://doi.org/10.36908/jimesha.v2i1.102
Romadhoni, A. P., & Surianto, M. A. (2022). Analisis Penerapan Strategi Attention, Interest, Desire dan Action pada Aplikasi Layanan Pospay. Jurnal Ekobistek, 11, 315–322. https://doi.org/10.35134/ekobistek.v11i4.426
Salim, H. S., Goh, T. S., & Margery, E. (2022). Pengaruh Komunikasi Pemasaran Dan Produk Terhadap Keputusan Pembelian Di Pt. Furnilux Indonesia. Jurnal Bisnis Kolega, 8(1). https://doi.org/10.57249/jbk.v8i1.75
Saphira Wahyu Novitasari, & Moechammad Nasir. (2023). Analisis Pengaruh Social Media Marketing, Inovasi Sarana Prasarana Dan Kualitas Pelayanan Terhadap Keputusan Wisatawan Berwisata Di Solo. Jurnal Manajemen Dirgantara, 16(2), 396–410. https://doi.org/10.56521/manajemen-dirgantara.v16i02.1012
Sari, M., Rachman, H., Juli Astuti, N., Win Afgani, M., & Abdullah Siroj, R. (2022). Explanatory Survey dalam Metode Penelitian Deskriptif Kuantitatif. Jurnal Pendidikan Sains Dan Komputer, 3(01), 10–16. https://doi.org/10.47709/jpsk.v3i01.1953
Suryadi, S. (2018). No TPENGARUH AIDA (ATTENTION, INTEREST, DESIRE, ACTION) TERHADAP KEPUTUSAN PEMBELIAN ( STUDI KASUS PADA KONSUMEN SABUN ANTISEPTIK MEREK LIFEBUUOY DI KAMPUNG PAMAHAN)itle. President University Repository, management.
Ullal, M. S., & Hawaldar, I. T. (2018). Influence of advertisement on customers based on AIDA model. Problems and Perspectives in Management, 16(4), 285–298. https://doi.org/10.21511/ppm.16(4).2018.24
Uyun, N., Azzahra, S., & Ikaningtyas, M. (2023). Peran Sosial Media Instagram Dalam Pengembangan Strategi Pemasaran Jasa Pada UMKM Pemancingan Kelapa Gading Rembang. 1(3).
Virgioni, D. (2020). Analisis Pengaruh Konsep Aida ( Attention , Efektifitas Periklanan?; Studi Kasus Pada Pt . 7(2), 83–92.
Wainira, M. A. D., Liliweri, Y. K. N., & Mandaru, S. S. E. (2021). Pemanfaatan Instagram sebagai Media Komunikasi Pemasaran dalam Membangun Brand Image. Jurnal Communio?: Jurnal Jurusan Ilmu Komunikasi, 10(2), 138–148. https://doi.org/10.35508/jikom.v10i2.3609
Zahriyah, A., Suprianik, Parmono, A., & Mustofa. (2021). Ekonometrika Teknik Dan Aplikasi Dengan SPSS. In Mandala Press.
Zellatifanny, C. M., & Mudjiyanto, B. (2018). Tipe Penelitian Deskripsi dalam Metode Penelitian. Diakom: Jurnal Media Dan Komunikasi, 1(2), 83–90. https://www.researchgate.net/profile/Cut-Zellatifanny/publication/332168438_TIPE_PENELITIAN_DESKRIPSI_DALAM_ILMU_KOMUNIKASI/links/5f8ea114a6fdccfd7b6e9d1a/TIPE-PENELITIAN-DESKRIPSI-DALAM-ILMU-KOMUNIKASI.pdf
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