Skripsi

PENGARUH KONTEN INSTAGRAM DAN PENGGUNAAN HASHTAG OLEH AKUN @PLGFOODMAFIA TERHADAP TINGKAT KEPERCAYAAN FOLLOWERS

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This study aims to determine the influence of Instagram content and hashtag use by the @plgfoodmafia account on Followers' trust levels. The problem addressed is the low understanding of the effectiveness of content and hashtag strategies in building audience trust on social media, particularly for local culinary accounts. The proposed solution is to analyze the influence of these two variables through a quantitative approach to provide an empirical overview. The research method used was a survey by distributing questionnaires to Followers of the @plgfoodmafia account. The data were then analyzed using path analysis techniques to measure the influence of the independent variables on the dependent variable. The results show that Instagram content has a positive and significant effect on Followers' purchasing intention, with a path coefficient of 0.454 and a p-value of 0.001. Similarly, hashtag use partially has a significant positive effect, with a path coefficient of 0.465 and a p-value of 0.001. Simultaneously, these two variables contribute moderately to increasing the purchasing intention of Followers of the @plgfoodmafia account.

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Availability

Detail Information

Series Title

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Call Number

T1924172025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xvi, 130 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

065.07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

-

Subject(s)

Prodi Ilmu Komunikasi
Digital Branding

Specific Detail Info

-

Statement of Responsibility

KA

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