PENGARUH AKTIVITAS DIGITAL INFLUENCER DI INSTAGRAM DAN INTENSITAS EVENT ROADSHOW FESTIVAL HEPPIII 76 TERHADAP TINGKAT PENGETAHUAN MASYARAKAT TENTANG POTENSI DESA BINAAN DJARUM 76

Abstract

Instagram and the Intensity of the Heppiii 76 Roadshow Festival event on the level of public knowledge about the potential of the Djarum 76 fostered village. This research is quantitative explanatory type with positivistic paradigm. The sample consisted of 100 respondents, namely Nufi Wardhana's Instagram active follower using purposive sampling technique. Hypothesis testing using SPSS software is Regression and Multiple Regression Test. This research is quantitative explanatory type with positivistic paradigm. The sample consisted of 100 respondents, namely Nufi Wardhana's Instagram active follower using purposive sampling technique. Hypothesis testing using SPSS software is Regression and Multiple Regression Test. The results showed that there was an influence of Digital Influencer activity on the level of knowledge of 0.218. There is an influence of the intensity of the event off air on the intensity of the event off air of 0.34. There is an influence between digital influencer activity and the intensity of off-air events on the level of public knowledge about the potential of the Djarum Guided Village 76. The implication is that the use of the concept of integrated marketing communication theory is relevant to the results of this study.