EFEKTIVITAS MEDIA SOSIAL INSTAGRAM BIMBINGAN BELAJAR PRIMAGAMA PONDOK KELAPA

DIKI DARMAWAN, . (2025) EFEKTIVITAS MEDIA SOSIAL INSTAGRAM BIMBINGAN BELAJAR PRIMAGAMA PONDOK KELAPA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengukur efektivitas penggunaan media sosial Instagram bimbingan belajar Primagama Pondok Kelapa. Saat ini, pemanfaatan media sosial menjadi strategi penting dalam menjangkau target pasar, terutama siswa dan orang tua sebagai pengambil keputusan bimbingan belajar sebagai pendidikan tambahan. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan model AISAS (Attention, Interest, Search, Action and Share) sebagai kerangka analisis untuk mengevaluasi efektivitas konten Instagram @newprimagamapdkelapa. Data dikumpulkan melalui observasi, dokumentasi, dan penyebaran kuesioner kepada pengikut akun Instagram Primagama Pondok Kelapa. Hasil penelitian menunjukkan bahwa meskipun konten mampu menarik perhatian audiens pada tahap awal (attention), terdapat beberapa kendala pada tahapan berikutnya, seperti kurangnya ketertarikan yang berkelanjutan (interest), keterbatasan informasi (search), serta lemahnya dorongan untuk melakukan tindakan (action) yang menjadi sorotan utama pada penelitian ini karena memperoleh nilai terendah. Selain itu, keinginan untuk membagikan konten (share) juga masih rendah. Hasil ini menunjukan perlu adanya perbaikan pada strategi komunikasi digital, terutama dalam konsistensi konten, penyajian informasi yang relevan, dan membangun hubungan emosional dengan audiens. Penelitian ini memberikan kontribusi praktis bagi pengelola media sosial lembaga pendidikan serta kontribusi teoretis dalam memperluas penerapan model AISAS dalam konteks promosi pendidikan nonformal.**** This study aims to measure the effectiveness of Instagram as a social media platform used by the Primagama Pondok Kelapa tutoring center. In the current digital era, social media has become a crucial strategy in reaching target audiences, particularly students and parents who serve as decision-makers for additional education. This research adopts a descriptive quantitative approach, employing the AISAS model (Attention, Interest, Search, Action, and Share) as the analytical framework to evaluate the effectiveness of content on the Instagram account @newprimagamapdkelapa. Data were collected through observation, documentation, and the distribution of questionnaires to the account's followers. The findings indicate that although the content successfully captures audience attention (attention) at the initial stage, several challenges persist in the subsequent phases. These include a lack of sustained interest (interest), limited access to information (search), and weak motivation to take action (action), which emerged as the lowest-performing dimension in this study. Furthermore, the willingness to share the content (share) also remains low. These results highlight the need for improvements in digital communication strategies, particularly in content consistency, relevance of information, and efforts to build emotional engagement with the audience. This study offers practical insights for social media managers in educational institutions and theoretical contributions to the application of the AISAS model in non-formal education promotion.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Agung Kresnamurti Rivai P., S.T., M.M. ; 2). Dewi Agustin Pratama Sari, S.E., M.S.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Diki Darmawan .
Date Deposited:	13 Aug 2025 19:58
Last Modified:	13 Aug 2025 19:58
URI:	http://repository.unj.ac.id/id/eprint/60253

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