PENGARUH ISI PESAN INSTAGRAM @MAGANGMERDEKA DAN WORD OF MOUTH TERHADAP MINAT MAHASISWA UNTUK MENGIKUTI PROGRAM MAGANG MERDEKA

Falika Anindya, . (2025) PENGARUH ISI PESAN INSTAGRAM @MAGANGMERDEKA DAN WORD OF MOUTH TERHADAP MINAT MAHASISWA UNTUK MENGIKUTI PROGRAM MAGANG MERDEKA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The Merdeka Internship program launched by the Ministry of Education and Culture has become a popular phenomenon among Indonesian students. In the implementation of the 7th batch of independent internships, there was a reduction in quota of up to 50% which caused discomfort, although the enthusiasm of students was still high. This study aims to analyze the influence of the content of Instagram messages @magangmerdeka and word of mouth (WOM) on students' interest in participating in the independent internship program. This study uses a cognitive response theory that says that audiences will actively participate in the process of receiving and evaluating information based on their previous attitudes and knowledge, ultimately changing their attitudes. This study uses an explanatory quantitative approach with a population of 33,610 students and a sample of 203 respondents who were selected using the Taro Yamane formula with a margin of error of 7%. The results of the multiple linear regression analysis of X1 show a significance value of 0.0923 < 0.05 which indicates that the X1 variable has no influence on the dependent variable, on X2 shows a significance value of 0.000 < 0.05 which indicates that the X2 variable has an influence on the dependent variable. Based on the determination coefficient test, the content of Instagram messages @magangmerdeka and word of mouth (WOM) had an effect of 56% on students' interest in participating in the independent internship program, while the remaining 44% were influenced by other factors that were not discussed in this study. The conclusion of this study shows that the message content variable does not have a significant effect on student interest, while the WOM variable has a significant influence. Simultaneous hypothesis tests showed that there was a joint influence between the content of the message and WOM on student interest. Keywords: Instagram, Independent Internship, Cognitive Response Theory, Message Content, Student Interest, Word of mouth

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil:2110411313] [Pembimbing: Ana Kuswanti] [Penguji 1: Damayanti] [Penguji 2: Uljanatunnisa]
Uncontrolled Keywords: Instagram, Independent Internship, Cognitive Response Theory, Message Content, Student Interest, Word of mouth
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: FALIKA ANINDYA
Date Deposited: 11 Aug 2025 01:23
Last Modified: 11 Aug 2025 01:23
URI: http://repository.upnvj.ac.id/id/eprint/38703

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