The Influence of Educational Content on the Benefits of Living in Transit Oriented Development Housing on Instagram @lrtcity on Internal Meaning and Consumer Purchase Interest (A Survey of Instagram @lrtcity Followers)
Journal Title: International Journal of Social Science And Human Research - Year 2024, Vol 7, Issue 10
Abstract
The development of communication media in Indonesia post-COVID-19 pandemic reflects a significant transformation, particularly in the digital media realm. Instagram can be a powerful tool for brand building, enhancing engagement, and achieving communication goals. The campaigns and educational benefits are the core of the social media content from the @lrtcity account, which not only educates the public but also serves as a promotional platform with a softselling approach. Measuring consumer purchase interest is the ultimate goal of the education delivered through Instagram content, as the primary objective is to drive sales of TOD-concept properties represented by the LRT CITY brand. This research employs a quantitative method based on a positivist approach (classic/objective). The results of this study show that there is a strong and significant positive relationship between Instagram content (X) and internal meaning (Y1), with a correlation coefficient of 0.774. The contribution of Instagram content to internal meaning is 59.9%. Additionally, Instagram content (X) also shows a positive and significant influence on consumer purchase interest (Y2), with a correlation coefficient of 0.834. The contribution of Instagram content to consumer purchase interest is 69.5%.
Authors and Affiliations
Debora Dea Augustha L, S. I. Kom. , DDr. Heri Budianto, S. Sos, M. Si
Keywords
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- EP ID EP747193
- DOI 10.47191/ijsshr/v7-i10-07
- Views 21
- Downloads 0
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