Determinasi Konten Promosi Event di Akun Instagram @lari.ngaprak terhadap Partisipasi Anggota dalam Aktivitas Komunitas
DOI:
https://doi.org/10.37278/artcomm.v8i2.1406Keywords:
Konten Promosi, Partisipasi Anggota, Instagram, ELM, SIDEAbstract
Determinasi Konten Promosi Event pada akun Instagram @lari.ngaprak mempengaruhi Partisipasi Anggota dalam Aktivitas Komunitas dengan membuktikan pengaruh Konten Promosi (X) terhadap Partisipasi Anggota (Y). Dilatarbelakangi research gap konversi stimulus digital ke perilaku fisik melalui pendekatan kuantitatif eksplanatif Elaboration Likelihood Model (ELM) dan Social Identity Model of Deindividuation Effects (SIDE) dengan menyurvei 100 responden komunitas. Uji regresi linear sederhana menunjukkan Konten Promosi memiliki hubungan yang sangat kuat dan signifikan positif terhadap Partisipasi Anggota (R = 0.899, Sig. < 0.001). Koefisien determinasi (R2) sebesar 0.808 mengindikasikan 80.8% Partisipasi Anggota ditentukan oleh kualitas konten. Kualitas Visual (Rute Periferal ELM) dan dorongan Penyebaran Informasi (Advokasi SIDE) adalah faktor dominan yang berhasil memobilisasi anggota untuk terlibat aktif dan hadir fisik di acara komunitas.
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