Pengaruh Konten Instagram @Campaign_id Terhadap Minat Melakukan Aksi Sosial Pada Followers

Abstract

Stimulus Responses (SR) is a theory that explains how mass media can have a direct effect on audiences so that they are able to make audiences act as desired by the media. The stimulus is referred to as the message to be conveyed, while the response is the effect or attitude change that occurs in the audience after responding to the message. This is in accordance with what is done by the Instagram account @campaign_id. As a mass media, @campaign_id regularly distributes content in the form of information and persuasive messages to invite audiences to take part in social actions in the media. This study uses 100 respondents with Instagram followers @campaign_id. The object of this research is the content of Instagram @campaign_id. The type of research used is descriptive quantitative research. Based on the results of the study, it is shown that the hypothesis F test of this study can simultaneously be accepted, that there is a significant influence of @campaign_id Instagram content on interest in social action. Meanwhile, the results of the hypothesis based on the T test stated that there was a positive influence between @campaign_id's Instagram content and interest in social action. In the coefficient of determination test with a significance value of five percent, the influence of Instagram content on interest in social action is relatively low.