PENGARUH TERPAAN MEDIA SOSIAL INSTAGRAM @pemol.id TERHADAP MINAT FOLLOWERS MENGGUNAKAN APLIKASI PEMOL (PEMULUNG ONLINE) DI KOTA PEKANBARU

This research examines the influence of the Instagram account @pemol.id on the interest in using the Pemol (Online Waste Collector) application among its followers. The study uses a quantitative method with an associative type and distributes questionnaires to Instagram users who follow @pemol.id. The research findings indicate a positive and strong influence of the social media exposure on Instagram @pemol.id on the interest of followers in using the Pemol Online application. The higher the level of exposure, the higher the interest of followers in using the application. These findings are in line with the media exposure theory and the AIDDA theory. The media exposure theory states that the more someone is exposed to a message, the more likely they are to remember and like it. Meanwhile, the AIDDA theory explains the stages in the persuasion process, namely Attention, Interest, Desire, Decision, and Action. The way the Pemol Online application managers convey messages through Instagram has proven to be effective in attracting attention, generating interest, and encouraging action among their followers to use the application. This research contributes to understanding how social media can be used to promote applications and increase user interest. These findings can also be used by other application managers to develop effective social media strategies to attract and increase user interest.