KEGIATAN PROMOSI PERPUSTAKAAN MELALUI INSTAGRAM KAITANNYA DENGAN PERUBAHAN SIKAP FOLLOWERS
Abstract
This research aims to determine the correlation between promotions carried out by the Indonesian Ministry of Education and Culture Library through the @perpustakaandikbud Instagram account with changes in followers' attitudes seen from cognitive, affective, and conative aspects. The theory used in this study is Cognitive Response theory which assumes the cognitive processes that underlie attitude change after the user is exposed to advertising or promotional media. The method used in this study is quantitative correlational. The sampling technique used is simple random sampling. The technique of collecting data uses questionnaires, observations, interviews and literature studies. Distribution of questionnaires is done by sending a questionnaire link made through Google Form. Based on the results of the research indicate that the relationship between the promotion carried out by the Ministry of Education and Culture through the @perpustakaandikbud Instagram account has a high correlation with a respondent attitude change. There is a high relationship between the attractiveness of promotion with cognitive attitudes, the content of promotional messages with cognitive attitudes and the contents of promotional messages with affective attitudes. There is a fairly definite relationship between the intensity of use with cognitive attitudes, the attractiveness of promotion with affective attitudes, the attractiveness of promotions with conative attitudes, the content of promotional messages with conative attitudes. And there is a low but sure relationship between the intensity of use and affective attitude, the intensity of use with a conative attitude.
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