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Unang arifin
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UPT Publikasi Ilmiah, Universitas Islam Bandung. Jl. Tamansari No. 20, Bandung 40116, Indonesia, Tlp +62 22 420 3368, +62 22 426 3895 ext. 6891
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Bandung Conference Series: Public Relations
Published by Universitas Islam Bandung
ISSN : -     EISSN : 28282167     DOI : https://doi.org/10.29313/bcspr.v2i2
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Bandung Conference Series: Public Relations (BCSPR) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Public Relations dengan ruang lingkup Strategi Promosi, Brand, Citra, Corporate Social Responbility, Digital Public Relations, Diplomasi Publik, Dramaturgi, Hoax, Humas International, Informasi, Kampanye Public Relations, Transaksi, Krisis, Kinerja, Komunikasi Persuasi, Konseling, Konten, Kredibilitas, Kualitas Pelayanan, Literasi, Media Online, Media Sosial, Membangun Kepercayaan, Minat beli, Motif, Pelayanan, Pemberitaan, Peran Sosial, Perspektif, Pola Komunikasi Perusahaan, Profesionalisme, Publikasi, Rebranding, rebranding, Sikap, Special Event, Strategi media relations, Publikasi, Teknologi Informasi, Word of Mouth. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 1 Documents
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Search results for , issue "275-284" : 1 Documents clear
Hubungan Kualitas Penyajian Iklan di Instagram dengan Keputusan Siswa Memilih Sekolah Muhamad Fazni Nuryasin Djayadiprana; Mochammad Rochim
Bandung Conference Series: Public Relations 275-284
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25117

Abstract

Abstract. This study aims to examine the relationship between the quality of Instagram advertising @smptmiftahululum and students' decisions to choose SMP Terpadu Miftahul Ulum Cianjur. The theoretical framework uses the AIDA model, which explains the stages of audience response: Attention through visual appeal and display intensity; Interest and Desire through persuasive messages; and Action through Call to Action (CTA). Variable X (advertisement quality) is measured based on intensity, message content, and visuals, while variable Y covers the stages of the consumer decision process. This correlational quantitative study involved 105 respondents. The results of the analysis show a very strong and significant positive correlation between the two variables (Spearman ρ = 0.824; p < 0.01). The intensity dimension had a strong correlation of 0.773. These findings confirm that the application of the AIDA model and appropriate CTA effectively encourages the audience to move from interest to registration. Thus, the more optimal the quality of ad presentation on Instagram, the higher the tendency of prospective students to choose a school.   Abstrak. Penelitian ini bertujuan menguji hubungan antara kualitas penyajian iklan Instagram @smptmiftahululum dengan keputusan siswa memilih SMP Terpadu Miftahul Ulum Cianjur. Kerangka teoretis menggunakan model AIDA yang menjelaskan tahapan respons audiens: Attention melalui daya tarik visual dan intensitas tayangan; Interest dan Desire melalui pesan persuasif; serta Action melalui Call to Action (CTA). Variabel X (kualitas iklan) diukur berdasarkan intensitas, isi pesan, dan visual, sedangkan variabel Y mencakup tahapan proses keputusan konsumen. Penelitian kuantitatif korelasional ini melibatkan 105 responden. Hasil analisis menunjukkan korelasi positif sangat kuat dan signifikan antara kedua variabel (Spearman ρ = 0,824; p < 0,01). Dimensi intensitas memiliki korelasi kuat sebesar 0,773. Temuan ini menegaskan bahwa penerapan model AIDA dan CTA yang tepat efektif mendorong audiens beralih dari minat ke tindakan pendaftaran. Dengan demikian, semakin optimal kualitas penyajian iklan di Instagram, semakin tinggi kecenderungan calon siswa dalam menentukan pilihan sekolah.

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