PENGARUH PENGGUNAAN INSTAGRAM MELALUI BRAND AWARENESS TERHADAP MINAT MEMBELI LANGGANAN STREAMING OLAHRAGA BEIN SPORTS CONNECT (SURVEY PADA FOLLOWERS INSTAGRAM @BEINSPORTS.ID)

Amar Isnanta, NIM.: 21107030096 (2025) PENGARUH PENGGUNAAN INSTAGRAM MELALUI BRAND AWARENESS TERHADAP MINAT MEMBELI LANGGANAN STREAMING OLAHRAGA BEIN SPORTS CONNECT (SURVEY PADA FOLLOWERS INSTAGRAM @BEINSPORTS.ID). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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.

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