Pengaruh Komunikasi Pemasaran Akun Instagram @temanbincang.id Terhadap Minat Followers dalam Menggunakan Layanan Kesehatan Mental
DOI:
https://doi.org/10.21009/COMMUNICOLOGY.031.05Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh komunikasi pemasaran melalui akun instagram @temanbincang.id terhadap minat followers dalam menggunakan layanan jasa dengan menggunakan teori S-O-R. Metode kuantitatif eksplanatif digunakan dalam penelitian ini. Data dikumpulkan melalui kuesioner yang disebarkan kepada followers pada akun Instagram @temanbincang.id yang ditentukan berdasarkan random sampling, sementara sampel minimal yang didapatkan melalui rumus slovin yaitu 100. Hasil uji hipotesis serta analisis data penelitian menunjukkan bahwa komunikasi pemasaran melalui akun Instagram @temanbincang.id berpengaruh positif dan signifikan terhadap minat followers dalam menggunakan layanan kesehatan mental. Komunikasi pemasaran mempengaruhi minat followers dalam menggunakan layanan kesehatan mental sebesar 69,4% dan kemudian 30,6%nya dipengaruhi oleh faktor lain yang tidak diteliti.
References
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Vinerean, S., & Opreana, A. (2019). Social Media Marketing Efforts Of Luxury Brands On Instagram. Expert Journal Of Marketing, 7(2), 144–152.
Arief, G & Heppy, M. (2015). Pengaruh Social Media Marketing Melalui Instagram Terhadap Minat Beli Konsumen Sugar Tribe. Pengaruh Penggunaan Pasta Labu Kuning (Cucurbita Moschata) Untuk Substitusi Tepung Terigu Dengan Penambahan Tepung Angkak Dalam Pembuatan Mie Kering, 2(3).
Ayu Priana, Sutjipto, V. W., & Romli, N. A. (2022). Hubungan Penggunaan Media Sosial Instagram @Riliv Dengan Pemenuhan Kebutuhan Informasi Kesehatan Mental Followers. Coverage: Journal Of Strategic Communication, 12(2), 85–97. Https://Doi.Org/10.35814/Coverage.V12i2.3097
Azura, A., Lubis, E. E., Riau, U., Sosial, M., & Ratri, N. (2022). Jurnal Telangke Ilmu Komunikasi Pengaruh Media Sosial Instagram @ Racunshopeecheck Terhadap. 4(2), 32–37.
Dimyati, J. & D. (2017). Facebook Usage Towards Reading Interest At News Portal Merdeka.Com In North Cikarang. Jurnal ASPIKOM, 3(3), 550. Https://Doi.Org/10.24329/Aspikom.V3i3.161
Erlangga Et.Al. (2021). Effect Of Digital Marketing And Social Media On Purchase Intention Of Smes Food Products. Turkish Journal Of Computer And Mathematics Education (TURCOMAT), 12(3), 3672–3678. Https://Doi.Org/10.17762/Turcomat.V12i3.1648
Gautam, V., & Sharma, V. (2017). The Mediating Role Of Customer Relationship On The Social Media Marketing And Purchase Intention Relationship With Special Reference To Luxury Fashion Brands. Journal Of Promotion Management, 23(6), 872–888. Https://Doi.Org/10.1080/10496491.2017.1323262
Haya, A., & Ulfah, H. (2022). Pengaruh Terpaan Media Sosial Pada Akun Tiktok Jogjafoodhunter Terhadap Minat Beli Konsumen. Medium, 10(1), 122–134. Https://Doi.Org/10.25299/Medium.2022.Vol10(1).9064
Islam, J. U., Shahid, S., Rasool, A., Rahman, Z., Khan, I., & Rather, R. A. (2020). Impact Of Website Attributes On Customer Engagement In Banking: A Solicitation Of Stimulus-Organism-Response Theory. International Journal Of Bank Marketing, 38(6), 1279–1303. Https://Doi.Org/10.1108/IJBM-12-2019-0460
Kurniawan, D. (2018). Komunikasi Model Laswell Dan Stimulus-Organism-Response Dalam Mewujudkan Pembelajaran Menyenangkan. Jurnal Komunikasi Pendidikan, 2(1), 60. Https://Doi.Org/10.32585/Jkp.V2i1.65
Moslehpour, M., Ismail, T., Purba, B. I., & Lin, P. K. C. (2020). The Effects Of Social Media Marketing, Trust, And Brand Image On Consumers’ Purchase Intention Of GO-JEK In Indonesia. ACM International Conference Proceeding Series, 5–10. Https://Doi.Org/10.1145/3387263.3387282
Putri, D., & Adawiyah, R. (2020). Pengaruh Penggunaan Tiktok Terhadap Kepercayaan Diri. Jurnal Komunikasi, 14(2), 135–148.
Sepilla, S., & Purworini, D. (2022). The Effect Of Celebrity Endorser Raffi Ahmad And Testimonial On Consumer Buying Interest Of Lemonilo Products On Social Media. Proceedings Of The International Conference On Community Empowerment And Engagement (ICCEE 2021), 661(Iccee 2021), 71–79. Https://Doi.Org/10.2991/Assehr.K.220501.009
Sugiyono, & Lestari, P. (2021). Metode Penelitian Komunikasi (Kuantitatif, Kualitatif, Dan Cara Mudah Menulis Artikel Pada Jurnal Internasional).
Simbolon, F. P., Nurcholifa, R. A., & Safarina, M. (2022). The Influence Of Using Instagram As A Promotional Media In Building Brand Awareness And Its Impact On Purchase Decision Of Bulog Products In Shopee. Binus Business Review, 13(1), 57–66. Https://Doi.Org/10.21512/Bbr.V13i1.7917
Sohaib, M., Safeer, A. A., & Majeed, A. (2022). Role Of Social Media Marketing Activities In China’s E-Commerce Industry: A Stimulus Organism Response Theory Context. Frontiers In Psychology, 13(July). Https://Doi.Org/10.3389/Fpsyg.2022.941058
Song, S., Yao, X., & Wen, N. (2021). What Motivates Chinese Consumers To Avoid Information About The COVID-19 Pandemic?: The Perspective Of The Stimulus-Organism-Response Model. Information Processing And Management, 58(1), 102407. Https://Doi.Org/10.1016/J.Ipm.2020.102407
Sutjiadi, I., & Prasetya, W. (2021). Effect Of Instagram Promotion Towards Buying Intention And Buying Decision Of Pekopurin.Id. Journal Of Communication & Public Relations, 1(1), 5. Https://Doi.Org/10.37535/105001120212
Tranggono, D., Nidita Putri, A., & Juwito, J. (2020). Pengaruh Terpaan Iklan Nacific Di Instagram Terhadap Keputusan Pembelian Produk Nacific Pada Followers Akun @Nacificofficial.Id. Jurnal Ilmu Komunikasi, 10(2), 141–155. Https://Doi.Org/10.15642/Jik.2020.10.2.141-155
Tulandi, E. V. (2021). Strategi Komunikasi Akun Instagram Ubahstigma Dalam Meningkatkan Kesadaran Mengenai Kesehatan Mental. Jurnal Petik, 7(2), 136–143. Https://Doi.Org/10.31980/Jpetik.V7i2.1196
Vinerean, S., & Opreana, A. (2019). Social Media Marketing Efforts Of Luxury Brands On Instagram. Expert Journal Of Marketing, 7(2), 144–152.
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Published
2023-07-13
How to Cite
Wulandari, G. T. H., & Purworini, D. (2023). Pengaruh Komunikasi Pemasaran Akun Instagram @temanbincang.id Terhadap Minat Followers dalam Menggunakan Layanan Kesehatan Mental. Communicology: Jurnal Ilmu Komunikasi, 11(1), 64–80. https://doi.org/10.21009/COMMUNICOLOGY.031.05
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