PENGARUH PENGGUNAAN INSTAGRAM TERHADAP MINAT GENERASI Z DALAM MENGIKUTI EVENT COMBAT SPORT TINJU
Keywords:
Instagram, Generasi Z, Minat, Event OlahragaAbstract
Penelitian ini mengeksplorasi hubungan antara penggunaan Instagram dan ketertarikan Generasi Z terhadap partisipasi dalam acara tinju. Latar belakang masalah muncul karena meningkatnya peran media sosial sebagai alat promosi olahraga, sementara bukti empiris mengenai kemampuan Instagram dalam membangkitkan minat audiens muda terhadap tinju masih terbatas. Pendekatan penelitian yang diterapkan bersifat kuantitatif dengan metode survei, melibatkan 100 responden dari Generasi Z sebagai sampel. Pengumpulan data dilakukan melalui kuesioner yang mengukur variabel penggunaan Instagram serta minat mengikuti acara tinju, selanjutnya dianalisis melalui serangkaian uji validitas, reliabilitas, normalitas, dan regresi linier sederhana. Hasil analisis menunjukkan pengaruh positif dan signifikan antara pemanfaatan Instagram dan minat Generasi Z, terlihat dari koefisien regresi sebesar 1,229, nilai t 9,255, signifikansi p < 0,001, serta koefisien determinasi 0,466. Artinya, Instagram mampu menjelaskan 46,6% variasi minat responden dalam menghadiri acara tinju, sehingga hipotesis penelitian diterima. Temuan ini menekankan pentingnya penggunaan Instagram sebagai sarana komunikasi pemasaran untuk event olahraga, khususnya dengan menyajikan konten visual, interaktif, dan informatif agar mampu menarik perhatian Generasi Z terhadap acara tinju.
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