Pengaruh Kampanye di Akun Instagram @Pialabyu terhadap Minat Menggunakan Provider Telekomunikasi by.U

Abstract

Athallah Keanu Syahputra Fahmi, 210510220054, 2026, Communication Management Study Program, Faculty of Communication Science, Universitas Padjadjaran. This research is entitled “The Effect Of The Campaign On The @Pialabyu Instagram Account On Interest In Using The Telecommunications Provider by.U.” This research was supervised by Prof. Dr. Atwar Bajari, M.Si. as the main supervisor and Yuliani Dewi Risanti Sunarya, S.I.Kom., M.B.A. as the co-supervisor. This study aims to determine the influence of the Instagram campaign conducted through @pialabyu on the interest in using by.U provider through the two message-processing routes in the Elaboration Likelihood Model theory, namely the central route and the peripheral route. This study employed a quantitative explanatory approach with a survey method. Data were collected through questionnaires distributed to 150 respondents who were active followers of the Instagram account @pialabyu, and then analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t- test, F-test, and coefficient of determination with the assistance of IBM SPSS. The results show that both the central route and the peripheral route partially have a positive and significant effect on the interest in using by.U provider. Simultaneously, both dimensions also have a significant effect on the interest in using by.U provider. The coefficient of determination indicates that the central route and peripheral route variables are able to explain 41.7% of the variation in the interest in using by.U provider, while the remaining 58.3% is influenced by other factors outside this study. These findings indicate that informative and relevant message quality, as well as visual elements, entertainment, interaction, and account credibility, play an important role in shaping young audiences’ interest in by.U services.