%A NIM.: 21107030096 Amar Isnanta
%O Lukman Nusa, M.I.Kom.
%T PENGARUH PENGGUNAAN INSTAGRAM MELALUI BRAND AWARENESS TERHADAP MINAT MEMBELI LANGGANAN STREAMING OLAHRAGA BEIN SPORTS CONNECT (SURVEY PADA FOLLOWERS INSTAGRAM @BEINSPORTS.ID)
%X Bein Sports is one of the leading international sports streaming providers,
particularly popular for broadcasting football matches. The official Instagram
account @beinsports.id has become one of the company’s main media platforms to
share information and promote its streaming services to audiences in Indonesia.
This study aims to examine the influence of Instagram usage @beinsports.id on the
interest in subscribing to Bein Sports Connect, employing the Uses and Effects
Theory as the research framework. The study uses a quantitative method with a
simple random sampling technique by distributing questionnaires to 100
respondents. The research findings show that the increase in Instagram usage
significantly contributes to the rise in subscription interest. In detail, the variable
of Instagram usage contributes to subscription interest, while the remaining
percentage is influenced by other variables not tested in this study. These results
highlight the importance of Instagram as a medium in increasing consumer interest
in sports streaming services, as well as its implications for communication and
digital marketing strategies.
%K Instagram, Bein Sports Connect, Minat Berlangganan
%D 2025
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib74486