Mochammad Helmi Nurdinsyah, Helmi (2023) PENGARUH PESAN KAMPANYE PEMBERITAAN INVESTASI #BIBITINAJA DI INSTAGRAM MELALUI PENGETAHUAN INVESTASI TERHADAP MINAT INVESTASI GEN Z : Studi pada gen z pengikut akun Instagram @bibit.id. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
This research is based on the rapid development of information, communication and investment instruments among generation Z. Generation Z is one of the generations with the highest growth of investors in various existing investment instruments. Campaign messages presented through investment-related news to using hashtags are one of the communication strategies of seeds to increase investment interest. This is certainly influenced by the persuasion message presented in the elaboration likelihood model. Social media, especially Instagram as one of the most widely used social media, is a channel for campaign messages for the brand's desired goals. In this study, generation Z is focused on followers of the @bibit.id Instagram account as one of the largest investment platforms in Indonesia. There are various perspectives related to communication strategies in increasing knowledge to interest. For this reason, investment knowledge is used as a mediator in this study. The research was conducted to see the position of the #bibitinaja Investment News Campaign Message on Instagram through Investment Knowledge on Investment Interest in Generation Z. The research was conducted using quantitative methods by distributing questionnaires to collect data analyzed through regression of mediator variables. The sampling method used purposive sampling where the population in this study were Generation Z followers of the @bibit.id Instagram account who actively gave likes and comments in the last month. The questionnaire was distributed to 100 followers of the @bibit.id Instagram account. The results showed that there was a significant influence on the #bibitinaja Investment News Campaign Message on Instagram on Gen Z Investment Interest through Investment Knowledge with a mediator variable regression value of 0.783.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Link Google Scholar: https://scholar.google.com/citations?user=HuGNJpYAAAAJ&hl=en&oi=ao https://scholar.google.com/citations?hl=en&user=IIHy03sAAAAJ ID SINTA Dosen Pembimbing: Ridwan Effendi: 5993378 Mina Holilah: 6146978 |
| Uncontrolled Keywords: | Investment News Campaign Messages, Campaign Messages on Instagram, Investment Knowledge, Investment Interest, Generation Z |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi |
| Depositing User: | Mochammad Helmi Nurdinsyah |
| Date Deposited: | 19 Sep 2023 06:54 |
| Last Modified: | 19 Sep 2023 06:54 |
| URI: | http://repository.upi.edu/id/eprint/106060 |
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