DAMPAK PROMOSI INSTAGRAM TERHADAP MINAT KUNJUNG MASYARAKAT DI DINAS KEARSIPAN DAN PERPUSTAKAAN KOTA JAMBI

Aliyah B; Syamsuddin Syamsuddin; Rory Ramayanti

doi:10.59003/nhj.v6i3.2311

Authors

Aliyah B Universitas Islam Negeri Sulthan Thaha Saifuddin
Syamsuddin Syamsuddin Universitas Islam Negeri Sultan Thaha Saifuddin
Rory Ramayanti Universitas Islam Negeri Sultan Thaha Saifuddin

DOI:

https://doi.org/10.59003/nhj.v6i3.2311

Keywords:

instagram promotion, interest in visiting, library, linear regression, correlation

Abstract

This research is motivated by the importance of instagram promotion in increasing public visit interest to libraries, particularly at the Archives and Library Service of Jambi City. The use of instagram as a promotional tool is expected to attract public attention and encourage increased visits. This research uses a quantitative approach. The population in this study were visitors to the Archives and Library Service of Jambi City, with the sampling technique using the accidental sampling method, with a total of 398 respondents. Data collection techniques were carried out by distributing questionnaires. The data obtained were then analyzed using the Pearson correlation test, simple linear regression, and significance test (t-test) with the help of the SPSS program. The results of the study indicate a strong relationship between social media promotion and public interest in visiting, with a correlation coefficient of 0.691. Furthermore, the regression analysis results indicated a positive effect with a regression coefficient of 0.660. The t-test showed a significance value of 0.000 <0.05, thus was rejected and was accepted. The coefficient of determination of 0.478 indicates that instagram promotion contributed 47,8% to public interest in visiting, with the remaining 52,2% influenced by factors outside the study. In conclusion, instagram promotion has a significant and positive effect on public interest in visiting. It is recommended that libraries improve the quality and innovation of promotional content, and that future researchers add relevant variables.

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