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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
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Responsivitas Instagram @Splendore_bdg dengan Minat Mengikuti Daily Class Nasywa Aulia Nursahda; Raditya Pratama Putra
Bandung Conference Series: Public Relations 297-304
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25218

Abstract

Abstract. The development of digital communication technology has encouraged the utilization of social media, particularly Instagram, as a medium for communication, promotion, and audience engagement. The Instagram account @Splendore_bdg consistently utilizes interactive content to introduce its Daily Class program through various features, including polls, question-and-answer sessions, comment sections, and Direct Messages. However, the large number of followers has not been fully accompanied by a corresponding increase in audience interest in participating in the program. This study aims to examine the relationship between interactive Instagram content and interest in participating in the Daily Class offered through the @Splendore_bdg Instagram account. This research employed a quantitative approach using a correlational method based on the Uses and Gratifications Theory. Data were collected through questionnaires distributed to all accounts interacting with Daily Class interactive content on @Splendore_bdg Instagram, comprising 1,145 feed and reel interactions from five posts, including 1,127 likes and 18 comments during October to December. Data collected through Google Forms were analyzed using the Spearman Rank Correlation test. The findings indicate a positive and significant relationship between interactive Instagram content and interest in participating in the Daily Class. Interactive content was measured through responsiveness, two-way communication, and interactivity, while interest was measured through attention, relevance, confidence, and satisfaction. These findings serve as a reference for developing effective interactive digital content strategies while enhancing audience engagement, building trust, and encouraging participation in educational programs effectively nationwide. Abstrak. Perkembangan teknologi komunikasi digital telah mendorong pemanfaatan media sosial, khususnya Instagram, sebagai media komunikasi, promosi, sekaligus sarana membangun keterlibatan audiens. Akun Instagram @Splendore_bdg secara konsisten memanfaatkan konten interaktif untuk memperkenalkan program Daily Class melalui berbagai fitur, seperti polling, sesi tanya jawab, kolom komentar, dan Direct Message. Namun, tingginya jumlah pengikut belum sepenuhnya diikuti oleh tingginya minat audiens untuk berpartisipasi dalam kegiatan tersebut. Penelitian ini bertujuan untuk mengetahui hubungan antara konten interaktif Instagram dengan minat mengikuti Daily Class pada akun Instagram @Splendore_bdg. Penelitian menggunakan pendekatan kuantitatif dengan metode korelasional serta berlandaskan Teori Uses and Gratifications. Data diperoleh melalui penyebaran kuesioner kepada seluruh akun yang berinteraksi dengan konten interaktif Daily Class pada Instagram @Splendore_bdg, sebanyak 1.145 postingan feeds dan reels tentang konten Daily Class yang berasal dari 5 unggahan, terdiri atas 1.127 like dan 18 komentar dalam kurun waktu tiga bulan, yaitu Oktober hingga Desember. Melalui gogleform yang dibuat lalu disebarkan sesuai dengan kerangka sampling yang sudah ada, kemudian dianalisis menggunakan uji Korelasi Rank Spearman. Variabel konten interaktif diukur melalui aspek responsivitas, komunikasi dua arah, dan interaktivitas, sedangkan variabel minat mengikuti Daily Class diukur berdasarkan aspek perhatian, relevansi, keyakinan, dan kepuasan. Hasil penelitian menunjukkan bahwa hubungan positif dan signifikan antara konten interaktif Instagram dengan minat mengikuti Daily Class. Temuan ini menunjukkan bahwa penyajian konten yang komunikatif, responsif, dan interaktif mampu meningkatkan keterlibatan, membangun kepercayaan, mendorong minat audiens untuk berpartisipasi dalam program Daily Class, serta menjadi referensi dalam penyusunan strategi konten interaktif digital.

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