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p-Index From 2021 - 2026
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All Journal Brand Communication
Maitsaa Bilqiis Salsabiil
Fakultas Komunikasi, Institut London School Of Public Relationss
Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Media Sosial Instagram Female Daily Terhadap Keinginan Berkunjung Ke Jakarta X Beauty Maitsaa Bilqiis Salsabiil
Brand Communication Vol. 5 No. 3 (2026): Efek Media Baru Pada Kehidupan Manusia
Publisher : Prisani Cendekia Institute

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Abstract

This study aims to examine the influence of Female Daily’s Instagram use on audience intention to visit the Jakarta X Beauty event and to determine the contribution of that influence. The study employed a quantitative causal research approach. Data were collected through an online survey of 100 active Female Daily Instagram followers residing in the Greater Jakarta area who had been exposed to Jakarta X Beauty information through Female Daily’s Instagram. The sampling technique was non-probability sampling. The research instrument used a 1–9 semantic differential scale and the data were analyzed using simple linear regression. The findings show that the instruments for Female Daily Instagram Social Media (X) and Visit Intention (Y) were reliable, with Cronbach’s Alpha values of 0.908 and 0.869, respectively. The regression analysis produced a coefficient of 0.265, a t-statistic of 8.728, and a significance level of <0.001. Thus, Female Daily’s Instagram use has a positive and significant influence on intention to visit Jakarta X Beauty. The R Square value of 0.437 indicates that X explains 43.7% of the variation in Y, while the remaining 56.3% is associated with factors outside the research model. Descriptively, surveillance was the strongest dimension of X, while transactional intention was the stronger dimension of Y.
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