PENGARUH MOTIF PENGGUNAAN MEDIA SOSIAL INSTAGRAM TERHADAP KEPUASAN PENGIKUT AKUN @INFOCEGATAN_JOGJA

YUDHANTA, ARDI DWI (2024) PENGARUH MOTIF PENGGUNAAN MEDIA SOSIAL INSTAGRAM TERHADAP KEPUASAN PENGIKUT AKUN @INFOCEGATAN_JOGJA. Other thesis, UPN "Veteran" Yogyajarta.

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Abstract

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ABSTRAK
Penelitian ini menganalisis tentang pengaruh motif penggunaan media sosial
Instagram terhadap kepuasan pengikut akun @infocegatan_jogja. Penelitian ini
menggunakan teori uses and gratifications dan metode yang digunakan adalah
kuantitatif dengan pendekatan secara asosiatif kausal. Sampel yang digunakan
peneliti berjumlah 100 responden, dengan pengambilan data responden
menggunakan teknik insidental sampling. Penelitian ini memiliki 7 dimensi yang
mengukur motif penggunaan media sosial Instagram terhadap kepuasan pengikut
akun @infocegatan_jogja yaitu motif exploration, self enhancement, perceived
functionally, entertainment and relaxation, social sharing, relationship building,
dan novelty. Hasil dari penelitian ini adalah terdapat pengaruh antara motif
penggunaan media terhadap kepuasan pengikut akun instagram
@infocegatan_jogja sebesar 84,9% sedangkan sisanya yaitu sebesar 15,1%
dipengaruhi oleh faktor lain di luar penelitian ini. Terdapat kesenjangan antara rata-
rata GS dan GO pada dimensi motif exploration dan self enhancement (GS > GO)
yang berarti akun Instagram @infocegatan_jogja belum dapat memenuhi kepuasan
khalayak pada dua dimensi tersebut. Di sisi lain, nilai rata-rata GS pada dimensi
motif perceived functionally, entertainment and relaxation, social sharing,
relationship building, dan novelty lebih besar daripada nilai rata-rata GO (GS <
GO) yang berarti tidak terdapat kesenjangan dan akun Instagram
@infocegatan_jogja dapat memenuhi kebutuhan khalayak pada dimensi-dimensi
tersebut. Namun, jika dilihat secara keseluruhan nilai rata-rata GS adalah 69,64 dan
GO 69,68 yang berarti GS < GO. Dengan demikian, secara keseluruhan akun
Instagram @infocegatan_jogja dapat memenuhi kebutuhan pengikutnya.
Kata Kunci: Uses and Gratifications, Motif, Kepuasan, Instagram, Info Cegatan
Jogja
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ABSTRACT
This research analyzes the influence of motives for using Instagram social media
on the satisfaction of followers of the @infocegatan_jogja account. This research
uses the theory of uses and satisfaction and the method used is quantitative with an
causal associative approach. The sample used by researchers was 100 respondents,
with respondent data collected using incidental sampling techniques. This research
has 7 dimensions that measure the motives for using Instagram social media on the
satisfaction of followers of the @infocegatan_jogja account, namely motive
exploration, self-improvement, functional perception, entertainment and relaxation,
social sharing, building relationships, and novelty. The results of this research are
that there is an influence between the motives for using media on the satisfaction
of followers of the @infocegatan_jogja Instagram account, amounting to 84.9%,
while the remaining 15.1% is influenced by other factors outside this research.
There are similarities between the average GS and GO in the dimensions of
exploration and self-enhancement motives (GS > GO), which means that the
Instagram account @infocegatan_jogja has not been able to meet audience
satisfaction in these two dimensions. On the other hand, the average value of GS
on the dimensions of functionally perceived motives, entertainment and relaxation,
social sharing, building relationships, and novelty is greater than the average value
of GO (GS < GO) which means there are no meetings and Instagram accounts
@infocegatan_jogja can meet the needs of the audience in these dimensions.
However, if we look at the overall average value of GS is 69,64 and GO 69,68,
which means GS < GO. Thus, overall the Instagram account @infocegatan_jogja
can meet the needs of its followers.
Keywords: Uses and Gratifications, Motives, Gratifications, Instagram, Info
Cegatan Jogja

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Uses and Gratifications, Motives, Gratifications, Instagram, Info Cegatan Jogja
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Eko Yuli
Date Deposited:	02 Jan 2024 01:58
Last Modified:	02 Jan 2024 02:01
URI:	http://eprints.upnyk.ac.id/id/eprint/38477

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