THE INFLUENCE OF SOCIAL MEDIA EXPOSURE INSTAGRAM ON ONE'S INTEREST IN THE INTEREST OF AIR TRANSPORTATION SERVICE USERS TO MAKE FLIGHTS AT YOGYAKARTA INTERNATIONAL AIRPORT

Noor Afni Purnamasari

No sn9gx, OSF Preprints from Center for Open Science

Abstract: The airport is not only a supporting facility for air transportation for aircraft to land and take off, but the airport is also a symbol and gateway to an area and even a regional icon that is very proud of the region. Exposure or exposure on social media is a grant of popularity by someone who has great influence such as an influencer. Usually done by creating content and then uploading it to social media such as Instagram, or other social media platforms and exposure is also known as advertising space. This research uses a quantitative descriptive method. The number of samples in this study were 100 respondents. data collection technique was to give questionnaires to respondents, interviews and documentation. In proving and analyzing this, the validity and reliability tests, simple linear regression tests, and the coefficient of determination are used. Based on the hypothesis Based on the hypothesis and analysis carried out in this study, namely regarding the effect of Instagram social media exposure on service user interest, it can be seen for the variable Instagram social media exposure for a constant value of 31.940 and for the dependent variable air transportation service user interest for a regression coefficient of 0.603, which means that every 1% increase in the value of the dependent variable, the value of the independent variable increases by 0.603, which means that Instagram social media exposure affects the interest of air transportation service users. Based on the results of the determination coefficient test, it can be concluded that social media exposure instagram has a significant influence on the interest of air transportation service users by 41%.

Date: 2023-01-30
New Economics Papers: this item is included in nep-pay and nep-tre
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:sn9gx

DOI: 10.31219/osf.io/sn9gx

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