Pengaruh Kampanye "Warteg Gratis" Terhadap Partisipasi Pengikut Akun Instagram @edhozell

Sari, Lia Puspita (2021) Pengaruh Kampanye "Warteg Gratis" Terhadap Partisipasi Pengikut Akun Instagram @edhozell. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

“Warteg Gratis” is a food sharing movement created by an influencer named Edho
Pratama or Edho Zell. Edho made this movement based on a bitter experience that
was used as a lesson by himself in fulfilling his life needs. As an influencer, Edho
invites many people to participate in “Warteg Gratis” through social media, one
of which is Instagram. The number of Instagram followers doesn’t necessarily help
Edho Zell in developing "Warteg Gratis". This is what motivates the author to
examine how much influence the "Warteg Gratis" Campaign has on the
participation of Instagram followers @edhozell. This study aims to determine the
effect of Edho Zell's campaign through "Warteg Gratis" on the participation of
Instagram followers @edhozell. The method used in this study is a descriptive and
explanatory method with a quantitative approach. The population in this study were
Instagram followers @edhozell, and the research sample was 100 respondents who
were selected using the Accidental Sampling technique. The data collection used in
this research are questionnaires and documentation as primary data and literature
study and interviews as secondary data. Test the validity and reliability using
Pearson Product Moment and Alpha Cronbach, as well as data analysis techniques
using simple linear regression analysis through the IBM SPSS version 22 program.
The results prove that the Warteg Gratis campaign has an effect of 34.1% on the
participation of Instagram followers @edhozell, the rest 65.9% is influenced by
other factors such as the participation of Youtube subscribers and Facebook
followers. The Free Warteg Campaign has a positive and significant effect on the
participation of Instagram followers @edhozell with a value of 0.786 units of
increase.

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