Respons Pengguna Instagram terhadap Periklanan Paid Promote di Instagram dengan Metode CRI Berkonsep AISAS

Bekti Cahyo Hidayanto (Institut Teknologi Sepuluh Nopember)
Jessica Patricia Halim (Institut Teknologi Sepuluh Nopember)
Aura Febriyanti Puspa Sari (Institut Teknologi Sepuluh Nopember)
Muhammad Alrifqi (Institut Teknologi Sepuluh Nopember)
Nur Aini Rakhmawati (Institut Teknologi Sepuluh Nopember)
Izzat Aulia Akbar (Institut Teknologi Sepuluh Nopember)

JISKa (Jurnal Informatika Sunan Kalijaga)
Vol. 7 No. 2 (2022): Mei 2022

Instagram is a social media that has a shopping feature. Instagram can be used for digital advertising, and among them is paid promotion. Paid promotion is a service to promote goods/services on social media. This service offers advantages such as a broad market segment, low cost, and easy technical implementation. Many online shops are willing to spend a lot of money to be promoted. Unfortunately, online shop owners usually do not know how Instagram users respond when they see a paid promotion. Therefore, the purpose of this study is to find out how Instagram users respond to the paid promotion on Instagram. User response data was taken from a questionnaire, then analyzed using the CRI method with the AISAS concept by using 4 models: AISAS, AISS, AIAS, and AIS. As the result, four models showed the CRI is below 50% (AISAS: 2,8%; AIAS: 3%; AISS: 4,5%; AIS: 8,4%). Considering the result, the respondents do not give a good response to the paid promotion service.