ANINDYA, NABILA PUTRI (2024) EFEKTIVITAS PENGGUNAAN AKUN INSTAGRAM @SERULINGMASZOO TERHADAP PEMENUHAN KEBUTUHAN INFORMASI FOLLOWERS. Other thesis, UPN "Veteran" Yogyajarta.
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Abstract
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ABSTRAK
Efektivitas media memiliki pengaruh terhadap pemenuhan kebutuhan
informasi. Oleh karena itu, penelitian ini memiliki tujuan untuk mengetahui
pengaruh efektivitas penggunaan akun Instagram @serulingmaszoo terhadap
pemenuhan kebutuhan informasi followers. Penelitian ini menggunakan Teori Uses
and Gratifications dengan efektivitas penggunaan akun instagram sebagai variabel
independen (kemudahan akses media, kejelasan media, kelengkapan media dan
atraktivitas media), dan variabel dependen pemenuhan kebutuhan informasi
(Current need approach, Everyday need approach, Exhaustic need approach, dan
Catching up need approach). Penelitian ini menggunakan metode kuantitatif
dengan pengumpulan data menggunakan metode angket/kuesioner sejumlah 100
responden yang merupakan followers akun Instagram @serulingmaszoo. Hasil
penelitian menunjukkan bahwa terdapat hubungan efektivitas penggunaan akun
instagram dengan pemenuhan kebutuhan informasi yang diuji dengan Uji Korelasi
Product Moment memiliki hubungan signifikan yang bersifat positif dan sedang
dengan nilai sebesar 0,425. Nilai parsial hasil dari Uji t memiliki nilai signifikasi
kurang dari 0,05. Kontribusi pengaruh pada pemenuhan kebutuhan informasi
sebesar 18,1% dan sisanya 81,9% merupakan faktor lain yang tidak diteliti.
Kata Kunci: Efektivitas Media, Media Baru , Instagram, Kebutuhan Informasi,
Serulingmas Zoo.
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ABSTRACT
Media effectiveness influences fulfilling information needs. Therefore, this
research aims to determine the effect of effectiveness of using the Instagram account
@serulingmaszoo on fulfilling followers' information needs. This research uses the
Uses and Gratifications Theory with the effectiveness of using an Instagram
account as the independent variable (ease of media access, media clarity, media
completeness, and media attractiveness), and the dependent variable is fulfilling
information needs (Current need approach, Everyday need approach, Exhaustic
need approach, and Catching up need approach). This research uses a quantitative
method by collecting data using a questionnaire/questionnaire method of 100
respondents who are followers of the Instagram account @serulingmaszoo. The
results of the research show that there is a relationship between the effectiveness of
using an Instagram account and fulfilling information needs as tested by the
Product Moment Correlation Test, which has a significant positive and moderate
relationship with a value of 0.425. The partial value of the results from the t test
has a significance value of less than 0.05. The contribution of influence on fulfilling
information needs was 18.1% and the remaining 81.9% was other factors that were
not researched.
Keywords: Media Effectiveness, New Media, Instagram, Information Needs,
Serulingmas Zoo.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Media Effectiveness, New Media, Instagram, Information Needs, Serulingmas Zoo. |
| 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 02:05 |
| Last Modified: | 02 Jan 2024 02:05 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/38478 |
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