Strategi Pesan Promosi, Motivasi Diri, dan Pengambilan Keputusan Adopsi Inovasi Kursus Online

Priscilla Perdana Putri; Endah Murwani; Nuria Astagini

doi:10.32509/wacana.v23i2.4113

Strategi Pesan Promosi, Motivasi Diri, dan Pengambilan Keputusan Adopsi Inovasi Kursus Online

Priscilla Perdana Putri, Endah Murwani, Nuria Astagini

Abstract

This study is motivated by the development of innovative training institutions such as Skill Academy, which offers online self-development courses. Through Instagram, Skill Academy promotes its products, services, and product benefits. The success of adopting an innovation is also influenced by consumers during the decision-making process. Motivation is one of the driving factors behind an individual’s decision to adopt online courses. The purpose of this study is to determine the influence of promotional message strategies on Instagram and self-motivation on the decision to adopt Skill Academy. The concepts used in this research include promotional message strategies, self-motivation, and consumer decision-making. The research approach is quantitative, employing a survey method. Data collection was conducted using a questionnaire with a sample size of 150 followers of the Skill Academy Instagram account. The hypothesis testing in this study utilized Multiple Linear Regression Analysis. The results of the study indicate that promotional message strategies on Instagram and self-motivation contribute 55% to the decision to adopt Skill Academy online courses. Partially, promotional message strategies on Instagram significantly influence the decision to adopt Skill Academy online courses, as does self-motivation. Promotional message strategies on Instagram and consumer motivation simultaneously have a significant impact on decision-making.

Keywords

promotional message strategies; motivation; consumer decision making; adoption innovation

Full Text:

PDF

References

Aisah, D. D., & Prasetyawati, Y. R. (2018). PENGARUH KONTEN DAN GAYA KOMUNIKASI DI PLATFORM KONSULTASI BERBASIS ONLINE@IBUNDA_ID TERHADAP BRAND AWARENESS. WACANA, Jurnal Ilmiah Ilmu Komunikasi, 17(1), 29. https://doi.org/10.32509/wacana.v17i1.510

Anita, S. Y., Amiruddin, E. E., Wahyuni EDT, R., Wiratmo, L. B., & Mustafa, F. (2023). Perilaku Konsumen. Intelektual Manifes Media.

Belawati, T. (2019). Massive Open Online Courses:The State of Practice in Indonesia. In K. B. C. J. ; R. T. R. T. Zhang (Ed.), MOOCs and Open Education in the Global South (1st ed.). Routledge.

Belch, M. A., & Belch, G. E. (2014). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.

Bhardwaj, R., Yarrow, N., & Calì, M. (2020). EDTECH IN INDONESIA – READY FOR TAKE-OFF?

Boontarig, W., Papasratorn, B., & Chutimaskul, W. (2018). The Unified Model for Acceptance and Use of Health Information on Online Social Networks. In Technology Adoption and Social Issues (pp. 157–176). IGI Global. https://doi.org/10.4018/978-1-5225-5201-7.ch008

Clow, K. E., & Baack, D. (2010). Integrated Advertising, Promotion, and Marketing Communication. Pearson Education.

Daryanto. (2014). Teori Komunikasi. PENERBIT GUNUNG SAMUDERA [ GRUP PENERBIT PT BOOK MART INDONESIA ].

Deci, E. L., & Ryan, R. M. (2015). Self-Determination Theory. In International Encyclopedia of the Social & Behavioral Sciences (pp. 486–491). Elsevier. https://doi.org/10.1016/B978-0-08-097086-8.26036-4

Faradysa, N. Z. (2022). Strategi Komunikasi GoFood Bertahan Saat Pandemi COVID-19: Analisis Difusi Inovasi GoFood Indonesia. JURNAL LENSA MUTIARA KOMUNIKASI, 6(1), 139–154. https://doi.org/10.51544/jlmk.v6i1.2937

Greenhalgh, T., Robert, G., Bate, P., Macfarlane, F., & Kyriakidou, O. (2005). Diffusion of Innovations in Health Service Organisations. Wiley. https://doi.org/10.1002/9780470987407

Gupta, K. P. (2019). Investigating the adoption of MOOCs in a developing country. Interactive Technology and Smart Education, 17(4), 355–375. https://doi.org/10.1108/ITSE-06-2019-0033

Johnson, M. J., & Simpson, H. A. (2023). Social Media Marketing for Book Publishers. Routledge.

Kansal, A. K., Gautam, J., Chintalapudi, N., Jain, S., & Battineni, G. (2021). Google Trend Analysis and Paradigm Shift of Online Education Platforms during the COVID-19 Pandemic. Infectious Disease Reports, 13(2), 418–428. https://doi.org/10.3390/idr13020040

Kumar, B. A., & Chand, S. S. (2019). Mobile learning adoption: A systematic review. Education and Information Technologies, 24(1), 471–487. https://doi.org/10.1007/s10639-018-9783-6

Malhotra, N. K., & Dash, S. (2016). Marketing Research: Methodology Marketing Research. Pearson India Education.

Mazzarol, T., & Reboud, S. (2019). Small Business Management: Theory & Practice. Springer Nature Singapore.

Nurhudatiana, A., Anggraeni, A., & Putra, S. (2019). An Exploratory Study of MOOC Adoption in Indonesia. Proceedings of the 2019 5th International Conference on Education and Training Technologies, 97–101. https://doi.org/10.1145/3337682.3337690

Pozón-López, I., Higueras-Castillo, E., Muñoz-Leiva, F., & Liébana-Cabanillas, F. J. (2021). Perceived user satisfaction and intention to use massive open online courses (MOOCs). Journal of Computing in Higher Education, 33(1), 85–120. https://doi.org/10.1007/s12528-020-09257-9

Rahadia, L. (2023, July 12). Data Pelaku Layanan EdTech di Indonesia. Tech in Asia.

Rahmawati, F., Bherta Sri Eko Murtiningsih, & Nuria Astagini. (2024). Analisis Content Marketing Matrix dalam Membangun Brand Image @perpusjkt di Media Sosial Instagram. Jurnal Riset Jurnalistik Dan Media Digital, 15–24. https://doi.org/10.29313/jrjmd.v4i1.3659

Ramadhan, K. M., Dadang S. Anshori, & Ahmad Fuadin. (2024). Bahasa Iklan Dengan Teknik Copywriting AIDA di habiskerja.com. Jurnal Onoma: Pendidikan, Bahasa, Dan Sastra, 10(1), 618–630. https://doi.org/10.30605/onoma.v10i1.3334

Ratnaningsih, W. O. W., Murwani, E., & Berto, A. R. (2023). Proses Pengambilan Keputusan Adopsi Inovasi Aplikasi Gramedia Digital. Jurnal Komunikasi Profesional, 6(6), 573–587. https://doi.org/10.25139/jkp.v6i6.5294

Rogers, E. M. (2010). Diffusion of Innovations (4th ed.). Free Press.

Santoso, I., & Madiistriyatno, H. (2021). Metodologi Penelitian Kuantitatif. Indigo Media.

Scheuer, J. D. (2021). How Ideas Move: Theories and Models of Translation in Organization. Taylor & Francis.

Schiffman, L. (n.d.). Consumer Behavior.

Shah, J., Khanna, M., & Patel, H. (2021). TECHNOLOGY ADOPTION AND CONTINUANCE OF MOOCS: A SYSTEMATIC LITERATURE REVIEW, SYNTHESIS AND FUTURE RESEARCH AGENDA. JOURNAL OF CONTENT COMMUNITY AND COMMUNICATION, 14(8), 106–132. https://doi.org/10.31620/JCCC.12.21/10

Siregar, I., Ma’rifataini, L., Ta’rif, T., Suprapto, S., An-Nahidl, N. A., Habibah, N., Sopandi, E., Salman, I., & Munawiroh, M. (2022). The role of motivation of unified theory acceptance, use of technology model and innovation dif-fusion theory on e-learning intention of SMEs employee. International Journal of Data and Network Science, 6(4), 1055–1064. https://doi.org/10.5267/j.ijdns.2022.8.003

Surya, T., Dewi, C., & Hendijani, R. B. (2021). Key decision-making factors of MOOCs users towards paid MOOCs. International Journal of Education Economics and Development, 12(2), 151. https://doi.org/10.1504/IJEED.2021.114371

Tafesse, W., & Wien, A. (2017). A framework for categorizing social media posts. Cogent Business & Management, 4(1), 1284390. https://doi.org/10.1080/23311975.2017.1284390

Tarnanidis, T. K., Papachristou, E. (Eurydice), Karypidis, M., & Ismyrlis, V. (2023). How Social Media Affects Consumer Behavior in the Fashion Industry (pp. 324–337). https://doi.org/10.4018/978-1-6684-8753-2.ch017

Tentang Ruangguru. (2024). https://www.ruangguru.com/about-us.

Tentang Skill Academy. (2024). https://skillacademy.com/info/about

Yu, L., Chen, Z., Yao, P., & Liu, H. (2021). A Study on the Factors Influencing Users’ Online Knowledge Paying-Behavior Based on the UTAUT Model. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1768–1790. https://doi.org/10.3390/jtaer16050099

DOI: https://doi.org/10.32509/wacana.v23i2.4113