Pengaruh Terpaan Konten Instagram Se’indonesia X Slank terhadap Keputusan Pembelian Se’indonesia
DOI:
https://doi.org/10.54065/jss.6.3.2026.1298Keywords:
Terpaan Konten, Instagram, Keputusan Pembelian, Respon KognitifAbstract
Urgensi penelitian ini terletak pada meningkatnya penggunaan Instagram sebagai media komunikasi pemasaran digital yang mampu memengaruhi perilaku konsumen, khususnya melalui kolaborasi antara brand makanan dan minuman Se’Indonesia, yaitu produk daging asap se’i, dengan Slank sebagai band legendaris Indonesia yang berperan sebagai brand ambassador lintas generasi. Penelitian ini bertujuan untuk menganalisis pengaruh terpaan konten Instagram Se’Indonesia X Slank terhadap keputusan pembelian pengikut akun @seindonesia.idn, baik secara langsung maupun melalui respon kognitif sebagai variabel mediasi. Terpaan konten dalam penelitian ini diukur melalui tiga dimensi, yaitu frekuensi, durasi, dan atensi. Penelitian ini menggunakan pendekatan kuantitatif dengan paradigma positivisme. Populasi penelitian berjumlah 422 pengikut aktif, dengan sampel sebanyak 81 responden yang ditentukan menggunakan teknik probability sampling jenis simple random sampling. Instrumen penelitian berupa kuesioner yang telah diuji validitas dan reliabilitasnya. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner online menggunakan Google Form dan studi pustaka. Data dianalisis menggunakan analisis jalur (path analysis), serta disajikan dalam bentuk statistik deskriptif dan inferensial. Hasil penelitian menunjukkan bahwa terpaan konten Instagram Se’Indonesia X Slank berpengaruh signifikan terhadap keputusan pembelian, dengan nilai signifikansi 0,000 dan F hitung 22,108. Secara deskriptif, mayoritas responden berada pada kategori terpaan sedang, tetapi memiliki respon kognitif yang tinggi. Secara parsial, frekuensi dan atensi terpaan konten berpengaruh signifikan terhadap keputusan pembelian, sedangkan durasi tidak berpengaruh signifikan. Meskipun model simultan melalui respon kognitif dinyatakan signifikan, seluruh jalur mediasi secara parsial tidak terbukti signifikan. Temuan ini menunjukkan bahwa keputusan pembelian lebih dipengaruhi secara langsung oleh frekuensi dan atensi terhadap konten Instagram dibandingkan melalui proses kognitif. Dengan demikian, efektivitas pemasaran digital melalui Instagram lebih ditentukan oleh intensitas paparan dan perhatian audiens terhadap konten daripada evaluasi kognitif yang mendalam.
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