PENGARUH TERPAAN KONTEN SOFTSELLING AKUN @harisenin.official TERHADAP MINAT MENGGUNAKAN BOOTCAMP KARIR (Survei Pada Followers Instagram @harisenin.official)

Gusti Syahgita Naura Farsya, . (2025) PENGARUH TERPAAN KONTEN SOFTSELLING AKUN @harisenin.official TERHADAP MINAT MENGGUNAKAN BOOTCAMP KARIR (Survei Pada Followers Instagram @harisenin.official). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Social media has become one of the primary platforms in digital marketing strategies, including for promoting non-formal educational services such as career bootcamps, particularly through the use of softselling content. This study aims to examine the impact of exposure to softselling content on the Instagram account @harisenin.com.official on the interest in joining a career bootcamp. Employing the Elaboration Likelihood Model (ELM) as the theoretical framework, this research adopts a quantitative explanatory approach by distributing questionnaires to 100 followers of the account. The findings from a simple linear regression analysis reveal a significance level of 0.000, which is below 0.05, and a calculated t-value of 6.508, exceeding the t-table value of 1.665. These results indicate the rejection of the null hypothesis (H₀) and acceptance of the alternative hypothesis (Hₐ).The correlation coefficient (R) is 0.549, and the coefficient of determination (R²) is 0.302, indicating that exposure to softselling content accounts for 30.2% of the audience’s interest in participating in the career bootcamp. The remaining 69.8% is attributed to other factors beyond the scope of this study. Thus, it can be concluded that exposure to softselling content has a significant effect on the audience’s interest in enrolling in a career bootcamp.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411273] [Pembimbing: Lusia Handayani] [Penguji 1: Siti Maryam] [Penguji 2: Hermina Manihuruk]
Uncontrolled Keywords: Career Bootcamp, Elaboration Likelihood Model, Instagram, Interest, Softselling
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HT Communities. Classes. Races
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: GUSTI SYAHGITA NAURA FARSYA
Date Deposited: 06 Aug 2025 02:00
Last Modified: 06 Aug 2025 02:00
URI: http://repository.upnvj.ac.id/id/eprint/38843

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