Pengaruh Pesan Kampanye #PakeGojekPalingHemat Terhadap Keputusan Khalayak Menggunakan Aplikasi Gojek Berdasarkan Model AISAS

Abstract

Competition in the online transportation service industry has changed the behavior of entrepreneurs in implementing innovative marketing communications to maintain their position in a competitive market. One of the efforts undertaken is to create social media campaigns, which can help increase the number of users and strengthen brand image. The study’s objective is to inbvestigate whether or not the influence of campaign messages on the decisions of user audiences. The AISAS model and purchasing decision theory are used as a basis for building research instruments. This study is a quantitative study with a survey to one hundred followers of @gojekindonesia instagram account. Respondents filling out the survey were research samples obtained using sampling technique on the Instagram account @gojekindonesia. This study applies several tests such as validity, reliability, normality, linearity, simple regression analysis, t-tests, and determination coefficient analysis processed with the IBM SPSS version 26. The results of the study indicate that there is a positive influence between the #PakeGojekPalingHemat campaign message on the Instagram account @gojekindonesia on the audience's decision to use the Gojek application. The influence of the campaign message (variable X) on the decision of the user audience is 54%. The study reveals that 46% of audience decisions are influenced by other factors that are not investigated. This result is very significant, indicating that the campaign has delivered an effective and relevant message to its target audience. #PakeGojekPalingHemat campaign can attract customers by offering savings or financial benefits that suit their needs and preferences.