PENGARUH PENGGUNAAN AKUN MEDIA SOSIAL INSTAGRAM @semaras_sia TERHADAP PEMENUHAN KEBUTUHAN INFORMASI FOLLOWERS

Abstract

This study aims to determine the use of the Instagram social media account @semaras_sia to fulfill the information needs of followers. This research is a quantitative research using correlational research method which aims to find the relationship between variables. The population in this study was taken from followers of the Instagram account @semaras_sia, which totaled 30.5 thousand followers (taken on 5 June 2023). The sample was taken using the Taro Yamane formula with 10% precision and 90% confidence level so that a sample of 100 respondents was obtained. Research data was collected using a Likert scale questionnaire. The questionnaire uses an Instagram account usage scale of 10 questions and a uses and gratification scale that assesses the fulfillment of information needs, totaling 8 questions. The results of the hypothesis test show that there is a relationship between the effect of using the Instagram social media account @semaras_sia on fulfilling the information needs of followers with a significance value (Sig.) of 0.000 (p<α), so the alternative hypothesis is accepted. The relationship value (R) is 0.838 and the coefficient of determination (R Square) is 0.704, which means that there is an influence of the independent variable using the Instagram @semaras_sia account on the dependent variable for fulfilling the information needs of followers, which is 70.4%, while the rest is influenced by other variables not examined.