PENGARUH EXPOSURE PEMAIN DIASPORA TERHADAP PENINGKATAN ENGAGEMENT DI AKUN INSTAGRAM @TIMNASINDONESIA (Studi pada followers akun Instagram @timnasindonesia)

ACHMAD SAPUTRA, . (2025) PENGARUH EXPOSURE PEMAIN DIASPORA TERHADAP PENINGKATAN ENGAGEMENT DI AKUN INSTAGRAM @TIMNASINDONESIA (Studi pada followers akun Instagram @timnasindonesia). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan teknologi digital telah mendorong transformasi komunikasi di berbagai bidang, termasuk olahraga. Media sosial Instagram dimanfaatkan untuk membangun kedekatan dengan audiens melalui konten visual yang menarik. Akun Instagram @timnasindonesia menjadi contoh yang menampilkan exposure pemain diaspora sebagai daya tarik utama strategi kontennya. Penelitian ini bertujuan untuk menganalisis seberapa besar pengaruh exposure pemain diaspora terhadap engagement di akun Instagram. Penelitian dengan variabel exposure pemain diaspora (X) dan Engagement (Y) ini menggunakan pendekatan kuantitatif kausal dengan metode survei melalui penyebaran kuesioner kepada followers akun Instagram @timnasindonesia dengan sampel sebanyak 100 responden. Teknik analisis yang digunakan adalah analisis korelasi dan regresi linear sederhana untuk menguji pengaruh exposure terhadap engagement di akun Instagram @timnasindonesia. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh yang signifikan dan positif antara exposure pemain diaspora terhadap engagement audiens di Instagram @timnasindonesia sebesar 73,7% dan sisanya sebesar 26,3% dipengaruhi oleh faktor lain. Dimensi exposure tertinggi adalah Interactive Exposure (4,41), sedangkan yang terendah Selective Exposure (4,03). Pada engagement, Behavioral Engagement memiliki mean tertinggi (4,50), sementara Affective Engagement terendah (4,12). Ini menunjukkan audiens lebih aktif secara perilaku dibandingkan secara emosional atau selektif.. Konten interaktif yang mengundang interaksi dari para audiens juga dapat mendukung dalam mengoptimalkan strategi untuk meningkatkan engagement media sosial Instagram. Kata kunci: Engagement; Exposure; Instagram; Media sosial; Pemain diaspora; Sepak bola; Strategi media sosial ***** The development of digital technology has driven a transformation in communication across various fields, including sports. Social media, particularly Instagram, is utilized to build closeness with audiences through engaging visual content. The Instagram account @timnasindonesia serves as an example that highlights the exposure of diaspora players as a key element in its content strategy. This study aims to analyze the extent to which the exposure of diaspora players influences audience engagement on the Instagram account. This research, which examines the variables of diaspora player exposure (X) and engagement (Y), adopts a quantitative causal approach using a survey method by distributing questionnaires to followers of the @timnasindonesia Instagram account. The sample consists of 100 respondents. The analytical techniques used are correlation analysis and simple linear regression to test the influence of exposure on engagement on the Instagram account @timnasindonesia. The results of the study show a significant and positive influence of diaspora player exposure on audience engagement on @timnasindonesia's Instagram, with an influence rate of 73.7%, while the remaining 26.3% is affected by other factors. The highest dimension of exposure is Interactive Exposure (mean = 4.41), while the lowest is Selective Exposure (mean = 4.03). In terms of engagement, Behavioral Engagement has the highest mean (4.50), while Affective Engagement has the lowest (4.12). These results indicate that the audience is more active behaviorally than emotionally or selectively. Interactive content that invites audience participation can support the optimization of strategies to increase engagement on Instagram. Keywords: Engagement; Exposure; Instagram; Social media; Diaspora players; Football; Social media strategy

Item Type:	Thesis (Sarjana)
Additional Information:	1). Abdul Kholik, M.I.Kom. ; 2). Indah Fajar Rosalina, M.I.Kom.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Achmad Saputra .
Date Deposited:	28 Jul 2025 02:37
Last Modified:	28 Jul 2025 02:37
URI:	http://repository.unj.ac.id/id/eprint/56792

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