Komparasi Pengaruh Daya Tarik Konten Soft-selling dan Hard-selling di Instagram @pertamina.foundation Terhadap Minat Daftar Program CSR PFmuda Pertamina Foundation 2023

Abstract

The motivation behind this research is to explore the disparities in intention of registering for the PFmuda CSR program between 2021 and 2022. Compared to 2021, there was a 10.9% decrease in the number of applicants for PFmuda 2022 in West Java Province. The Pertamina Foundation itself has undertaken multiple strategies to boost enrollment intention. These strategies are categorized as soft-selling and hard-selling appeal content. Therefore, the purpose of this study is to determine whether there is a difference in the influence between the attractiveness of soft-selling and hard-selling content on Instagram (@pertamina.foundation) on the intention of registering for the Pertamina Foundation's 2023 PFmuda CSR program. This research uses an explanatory quantitative method with data collection techniques through questionnaires given to 116 respondents in a predetermined purposive sampling. In addition, this research also uses quadratic spline regression and Kruskal-Wallis analysis techniques. The results of this study indicate that there is a significant soft-selling attraction effect of 0.000 < 0.05 on intention in registering with an influence level of 52.1% so H1 is accepted. It is proven that there is an influence of 38.6% of the attractiveness of hard-selling content on Instagram (@pertamina.foundation) on registering, which is significant at 0.000 < 0.05 so H2 is accepted. In conclusion, there is no significant difference in influence between the attractiveness of soft-selling and hard-selling content on intention in registering but there is no significant difference in influence between one variable and another. Since the Kruskal-Wallis test results show a significance value of 0.538 > 0.05 and the calculated Chi-square value (𝑥2) is 0.379 < 𝑥2 (table 2.7), Ho is accepted and H3 is rejected.