PENGARUH TERPAAN KONTEN INSTAGRAM @ANDYSENJAYA TERHADAP MINAT MELAKUKAN TRADING (STUDI PADA FOLLOWERS @ANDYSENJAYA)

PUTRA, SUGEWO BRAMANTARA and Effendi, Sofyan and Saraswati, Erlisa (2023) PENGARUH TERPAAN KONTEN INSTAGRAM @ANDYSENJAYA TERHADAP MINAT MELAKUKAN TRADING (STUDI PADA FOLLOWERS @ANDYSENJAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

The impact of media exposure can lead to the formation of behavior that culminates in a decision. This study aims to determine whether there is an influence of Instagram content on the interest in trading among followers of @AndySenjaya. The theories used in this study are the content exposure theory by Ardianto and the interest theory by Rahmat. The sample was obtained using purposive sampling technique with a total of 100 respondents. Data collection in this study used questionnaire, observation, and documentation study techniques. The analysis technique used in this study is quantitative descriptive statistics using simple linear regression test. Based on descriptive analysis technique, it shows that the content exposure based on the coefficient of determination obtained 0.641, which means that the independent variable (content exposure) has an influence on the dependent variable (interest in trading) by 64.1%. Meanwhile, the calculated t-value in this study is 13.217 with a t-table value of 0.677, which means that 13.217 > 0.677, indicating a significant influence between the Instagram content exposure variable (X) and the interest in trading variable (Y). Keywords: Influence, Content Exposure, Interest

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Pengaruh, Terpaan Konten, Minat
Subjects:	H Social Sciences > H Social Sciences (General) P Language and Literature > PN Literature (General) > PN1990 Broadcasting
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Sugewo Bramantara Putra
Date Deposited:	29 Sep 2023 03:46
Last Modified:	29 Sep 2023 03:46
URI:	http://repository.unsri.ac.id/id/eprint/129297

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