Pengaruh Informasi dalam Digital Storytelling Instagram terhadap Sikap Followers pada Merek Project 1945 sebagai Produk Parfum Lokal Indonesia
DOI:
https://doi.org/10.54065/jss.6.2.2026.1294Keywords:
Informasi, Digital Storytelling, Instagram, Sikap Followers, Parfum LokalAbstract
Urgensi penelitian ini terletak pada pentingnya memahami bagaimana informasi dalam digital storytelling Instagram membentuk sikap followers terhadap merek Project 1945, sebagai strategi efektif dalam memperkuat citra dan daya saing parfum lokal Indonesia di tengah persaingan pasar digital. Penelitian ini bertujuan untuk mengetahui pengaruh informasi dalam digital storytelling pada Instagram @project1945.id terhadap sikap followers pada merek Project 1945 sebagai produk parfum lokal Indonesia. Komponen informasi dalam penelitian ini terbagi menjadi dua, yaitu valensi informasi dan bobot informasi, dengan landasan Teori Integrasi Informasi. Penelitian ini menggunakan metode kuantitatif dengan metode eksplanatif. Populasi sasaran dalam penelitian ini adalah sebanyak 302 dan sampel penelitian adalah akun Instagram 76 responden. Instrument yang digunakan adalah kuesioner. Data dikumpulkan melalui penyebaran kuesioner kepada 76 responden, yaitu followers yang memberikan komentar pada unggahan digital storytelling Project 1945, kemudian dianalisis menggunakan analisis deskriptif, korelasi pearson product moment, dan regresi linear berganda dengan bantuan IBM SPSS 26.0. Hasil penelitian menunjukkan bahwa secara simultan informasi dalam digital storytelling Instagram @project1945.id berpengaruh signifikan terhadap sikap followers. Secara parsial, valensi informasi tidak berpengaruh signifikan terhadap sikap followers, sedangkan bobot informasi berpengaruh signifikan terhadap sikap followers. Dengan demikian, bobot informasi menjadi unsur yang lebih dominan dalam membentuk sikap followers terhadap merek Project 1945.
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