PRATIWI, AYU (2022) EFEKTIVITAS MEDIA SOSIAL INSTAGRAM @univmercubuana DALAM PEMENUHAN KEBUTUHAN INFORMASI FOLLOWERS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
@univmercubuana is an Instagram social media account that contains information about the latest activities and things at Mercu Buana University. This study aims to determine how effective the Instagram account @univmercubuana is in meeting the information needs of the audience who are followers of the account. This study uses a descriptive quantitative approach, using a survey method. The data collection technique used in this study is by distributing questionnaires with the sample determined using the Slovin formula with a sampling error of 0.10 and the result is 100 respondents from a total population of 49,746 people. Data analysis used descriptive analysis of Frequency Distribution. The data obtained were then analyzed by validity test, reliability test, descriptive analysis of frequency distribution, and Likert Summating Rating. In the 28 statements that have been distributed, the most agreeable answer dominates each statement, the statement with the highest level of agreement, namely Instagram @univmercubuana is easy to understand as much as 74%. And the statement with the second highest level of agreement, namely Instagram @univmercubuana provides information according to the needs of followers as much as 74%. From the results of the Likert Summating Rating analysis, the total score of 10,175 obtained is in Q2 to Q3 which means that the Instagram @univmercubuana social media account is considered quite effective. Keywords: Effectiveness, Social Media, Information Needs. @univmercubuana adalah akun media sosial Instagram yang memiliki konten informasi seputar aktivitas dan hal-hal terbaru apa saja yang berada di Universitas Mercu Buana. Penelitian ini bertujuan untuk mengetahui bagaimana efektivitas akun Instagram @univmercubuana dalam memenuhi kebutuhan informasi khalayak yang menjadi pengikut (followers) dari akun tersebut. Penelitian in menggunakan pendekatan kuantitatif deskriptif, dengan menggunakan metode survei. Teknik pengumpulan data yang digunakan pada penelitian ini yaitu dengan cara menyebarkan kuesioner dengan sampel ditentukan menggunakan Rumus Slovin dengan sampling error 0.10 dan hasilnya 100 responden dari total populasi 49.746 orang. Analisis data menggunakan analisis deskriptif Distribusi Frekuensi. Data yang diperoleh kemudian dianalisis dengan uji validitas, uji reliabilitas, analisis deskriptif distribusi frekuensi, dan Likert Summating Rating. Pada 28 pernyataan yang telah disebar, jawaban setuju paling mendominasi pada setiap pernyataan, pernyataan dengan tingkat setuju tertinggi yaitu Instagram @univmercubuana mudah untuk dipahami sebanyak 74%. Dan pernyataam dengan tingkat setuju tertinggi kedua yaitu Instagram @univmercubuana memberikan informasinya sesuai dengan kebutuhan followers sebanyak 74%. Dari hasil analisis Likert Summating Rating, total skor sebesar 10.175 yang didapatkan berada pada Q2 s/d Q3 yang berarti akun media sosial Instagram @univmercubuana dinilai cukup efektif. Kata kunci : Efektivitas, Media Sosial, Kebutuhan Informasi.
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