ANALISIS EFEKTIVITAS ADVERTISING EXPOSURE INSTAGRAM PRIMAGAMA PONDOK KELAPA DENGAN PENDEKATAN AISAS

M. FIRAS QONI' MAULUDDIN, . (2025) ANALISIS EFEKTIVITAS ADVERTISING EXPOSURE INSTAGRAM PRIMAGAMA PONDOK KELAPA DENGAN PENDEKATAN AISAS. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis efektivitas advertising exposure pada akun Instagram Primagama Pondok Kelapa dengan menggunakan pendekatan AISAS (Attention, Interest, Search, Action, Share). Metode penelitian yang digunakan adalah kuantitatif dengan teknik survei melalui penyebaran kuesioner daring (Google Form) kepada pengguna Instagram yang berdomisili di wilayah Pondok Kelapa dan pernah melihat konten promosi akun @newprimagamapdkelapa. Data dianalisis menggunakan analisis deskriptif dengan perhitungan skor rata-rata pada setiap dimensi AISAS. Hasil penelitian menunjukkan bahwa secara keseluruhan efektivitas advertising exposure berada pada kategori “Efektif” dengan skor rata-rata 3,20. Dimensi Share menjadi aspek paling dominan dengan indikator repost, testimonial, dan recommendation, diikuti oleh Action (decision, registration, visit) serta Search (research, contact, inquiry). Temuan ini menunjukkan bahwa konten promosi Instagram Primagama Pondok Kelapa mampu menarik perhatian, membangkitkan ketertarikan, mendorong pencarian informasi, menghasilkan tindakan nyata, dan memicu aktivitas berbagi di kalangan audiens. Dengan demikian, strategi digital marketing melalui Instagram terbukti efektif dalam memperkuat komunikasi pemasaran lembaga pendidikan dan meningkatkan interaksi dengan calon peserta didik.***** This study aims to analyze the effectiveness of advertising exposure on the Instagram account of Primagama Pondok Kelapa using the AISAS model (Attention, Interest, Search, Action, Share). The research employed a quantitative method with an online survey distributed via Google Form to Instagram users living in the Pondok Kelapa area who had been exposed to promotional content from the @newprimagamapdkelapa account. The data were analyzed descriptively using average score calculations for each AISAS dimension. The results indicate that the overall effectiveness of advertising exposure is categorized as “Effective”, with an average score of 3.20. The Share dimension was the most dominant, supported by repost, testimonial, and recommendation indicators, followed by Action (decision, registration, visit) and Search (research, contact, inquiry). These findings reveal that the promotional content on Instagram Primagama Pondok Kelapa successfully captures attention, generates interest, stimulates information search, leads to concrete actions, and encourages sharing among the audience. Therefore, digital marketing strategies via Instagram are proven effective in enhancing educational marketing communication and engagement with prospective students.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Sholikhah, MM. ; 2). Dewi Agustin Pratama Sari, SE., MSM MP.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	M. Firas Qoni Mauluddin .
Date Deposited:	26 Jan 2026 07:39
Last Modified:	26 Jan 2026 07:39
URI:	http://repository.unj.ac.id/id/eprint/63404

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