PENGARUH TERPAAN KONTEN STORYTELLING INSTAGRAM @IND_MENGAJAR TERHADAP SIKAP FOLLOWERS

Zahra Indah Safira, . (2026) PENGARUH TERPAAN KONTEN STORYTELLING INSTAGRAM @IND_MENGAJAR TERHADAP SIKAP FOLLOWERS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the effect of storytelling content exposure on followers' attitudes, with cognitive response serving as a mediating variable. The object of this research is the Instagram storytelling content of @Ind_Mengajar for the Iuran Publik program, as well as the cognitive processes and attitudes of its followers.This study utilizes Cognitive Response Theory as its theoretical framework. Employing an explanatory quantitative approach with a survey method, data was collected by distributing questionnaires to 421 active followers of the @Ind_Mengajar Instagram account. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via the SmartPLS 4 application. The results show that exposure to storytelling content has a direct, positive, and significant effect on attitudes toward the organization. Furthermore, the mediation analysis proves that all three categories of cognitive response (Message Thoughts, Source-Oriented Thoughts, and Ad Execution Thoughts) simultaneously and significantly mediate the effect of storytelling content exposure on followers' attitudes. The findings indicate that the effectiveness of attitude formation is closely related to how the audience cognitively processes information and experiences emotional comfort while consuming social media content.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210411239] [Pembimbing: Anter Venus] [Penguji 1: Drina Instyaswati] [Penguji 2: Witanti Prihatiningsih]
Uncontrolled Keywords: Storytelling Content Exposure, Message Thoughts, Source Oriented Thoughts, Ad Execution Thoughts, Attitude Towards the Ad, Brand Attitudes, Cognitive Response Theory.
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: ZAHRA INDAH SAFIRA
Date Deposited: 27 Aug 2026 06:34
Last Modified: 27 Aug 2026 06:34
URI: http://repository.upnvj.ac.id/id/eprint/52844

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