Pengaruh Terpaan Media Sosial Instagram @myskill.id dan Electronic Word of Mouth terhadap Minat Daftar Bootcamp Digital Marketing “MySkill”

Abstract

This research discusses the influence of marketing communications, exposure to social media Instagram @myskill.id and electronic word of mouth used by educational service companies, namely, MySkill. The purpose of this research was to determine the influence of Instagram @myskill.id exposure and Electronic Word of Mouth on “MySkill” Digital Marketing Bootcamp register intention. This research uses explanatory quantitative methods by distributing questionnaires to the population. The sample selection used a non-probability technique (purposive sampling) with a total of 103 respondents. The results of this study indicate (1) @myskill.id Instagram exposure has a significant influence on the register intention of “MySkill”'s digital marketing bootcamp with a significance value of 0.001 (2) Electronic Word of Mouth (X2) has a significant influence on the register intention of “MySkill”'s digital marketing bootcamp with a significance value of 0.000 ( 3) exposure to Instagram @myskill.id (X1) and Electronic Word of Mouth (X2) have a simultaneous and significant influence on the register intention of “MySkill” digital marketing bootcamp with a significance value of 0.000.