The Influence of the Instagram Application as a Promotion Media on the Attitude of Followers of the @vjcakes Account

73 HalamanJudul penelitian ini adalahPengaruh Aplikasi Instagram Sebagai Media Promosi Terhadap Sikap Followers Akun @vjcakes.Tujuan dari penelitian ini adalah untuk mengetahui besarnya pengaruh aplikasi Instagram sebagai media promosi terhadap sikap followers pada akun @vjcakes. Sikap followers akun @vjcakes dapat dilihat melalui tiga komponen yaitu kognitif, afektif dan konatif. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Teknik penarikan sampel menggunakan rumus Slovin, sehingga diperoleh sebanyak 100 responden. Proses pengumpulan data menggunakan instrumen penelitian berupa kuesioner dengan jenis google formulir dengan cara menyebarkannya melalui Direct Message (Pesan Langsung) di Instagram.Teknik analisis data yang digunakan dalam penelitian ini adalah analisis regresi sederhanadan menguji hipotesis dengan menggunakan korelasi product moment. Hasil dari penelitian ini dapat disimpulkan bahwahubungan antara aplikasi Instagram sebagai media promosi terhadap sikap followers akun @vjcakes menunjukkan bahwa hubungan variabel pengaruh aplikasi Instagram sebagai media promosi (X) terhadap sikap followers akun @vjcakes (Y) memiliki bernilai hubungan yang tinggi dan kuat. Berdasarkan uji koefisien hasilnya menunjukkan bahwa pengaruh aplikasi Instagram sebagai media promosi terhadap sikap followerssebesar 62% sementara sisanya 38% dipengaruhi oleh variabel lain dari variabel yang diteliti. The title of this research is the Influence of the Instagram Application as a Media Promotion on the Attitudes of Followers of the @vjcakes Account. The purpose of this study was to determine the magnitude of the influence of the Instagram application as a promotional medium on followers' attitudes on the @vjcakes account. The attitude of the followers of the @vjcakes account can be seen through three components, namely cognitive, affective and conative. The method used in this research is quantitative method. The sampling technique used the Slovin formula, in order to obtain 100 respondents. The process of collecting data uses a research instrument in the form of a questionnaire with the type of google form by distributing it via Direct Message (Direct Message) on Instagram. The data analysis technique used in this research is simple regression analysis and hypothesis testing using product moment correlation. The results of this study can be concluded that the relationship between the Instagram application as a promotional media to the attitude of the followers of the @vjcakes account shows that the relationship between the influence variable of the Instagram application as a promotional medium (X) on the attitude of the followers of the @vjcakes account (Y) has a high, strong value relationship. Based on the coefficient test, the results show that the influence of the Instagram application as a promotional medium on followers' attitudes is 62% while the remaining 38% is influenced by other variables from the variables studie