Pengaruh Terpaan Media Pada Akun @localprideindonesia Di Instagram Terhadap Perilaku Konsumtif Mahasiswa FIKOM UIR

This study aims to determine how big the influence of media exposure on the @localprideindonesia account on the consumptive behavior of FIKOM UIR students. The @localprideindonesia account is a platform or media container that provides information about local Indonesian brands and also the style of dress that is uploaded to their account on Instagram. This study uses SOR (StimulusOrganism-Response) theory with the assumption that the message conveyed can cause a response or motivation that causes a change in behavior, where the form of behavior change here is consumptive behavior. In this study, the research method used was quantitative with a sample of 90 people using purposive sampling. By using a questionnaire as an instrument and processed using statistical tests. The instrument validity test was carried out using the Correlation Product Moment and then the Reliability Test using Cronbach's Alpha, for analysis using the Simple Linear Regression Test. The results obtained that media exposure to the @localprideindonesia account on the consumptive behavior of FIKOM UIR students has a significant influence. With the results of the study there is a strong relationship between the variables of exposure to variables of consumptive behavior