Pengaruh Konten Promosi “Academy Of Champions” Di Instagram @Ruangguru Terhadap Minat Menonton Followers

Abstract

The increasing interest in the educational program Academy of Champions, produced by Ruangguru in early 2025 amidst the dominance of entertainment content, serves as the background of this study. The purpose of this research is to analyze the extent to which the promotional content of Academy of Champions on the Instagram account @ruangguru influences the viewing interest of its followers. This study employs a quantitative approach and adopts the Stimulus-Organism-Response (S-O-R) theory as the analytical framework. The sample consists of 100 respondents selected through purposive sampling from the followers of the @ruangguru Instagram account. Data were collected through an online questionnaire distributed via Google Forms, and the data were analyzed using a Likert scale. The results indicate that the frequency variable (X1) contributes 25.72% to viewing interest, while the attention variable (X3) has an influence of 22.25%. In contrast, the duration variable (X2) does not show a significant effect, contributing only 10.52%. These findings suggest that frequency and attention are key components of digital promotion that play a significant role in attracting audience interest in educational content. The implications of this study may serve as a reference for creative industry practitioners in developing effective promotional strategies on social media.