AZZAHRA, ADINDA PUTRI (2024) PENGARUH PENGGUNAAN MEDIA SOSIAL INSTAGRAM @radiomercubuana TERHADAP PEMENUHAN KEBUTUHAN INFORMASI FOLLOWERS (Periode Januari 2023 - Juni 2023). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study is to ascertain how using the social media account Instagram @radiomercubuana affects providing information to followers. The use of Instagram @radiomercubuana (X) and the satisfaction of followers' information needs (Y) are the variables that are the subject of the study. The theories used in this study are mass communication, uses and gratification theory, public relations, new media, social media, Instagram and information needs. In order to collect quantitative data for this study, 100 respondents were given questionnaires. Purposive sampling was used in this study's sampling process. Based on the results of the coefficient of determination, the variable of social media usage affects the variable of fulfilling information needs by 40.1%. Meanwhile, the remaining 59.9% is influenced by other factors not explained in this study. while the results of the simple linear regression test showed a result of 0.742 which can be concluded that every 1% increase in the value of the Variable (X) of Social Media Usage is followed by a 0.742 increase in the value of the Variable (Y) of Fulfilling Information Needs. Thus, the stronger the use of Instagram social media @radiomercubuana, the greater the increase in the information needs of followers, so that the direction of the influence of the variable (X) of Social Media Usage and the Variable (Y) of Information Needs is positive. Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan media sosial Instagram @radiomercubuana terhadap pemenuhan kebutuhan informasi followers. Variabel yang menjadi objek penelitian yaitu Penggunaan Media Sosial Instagram @radiomercubuana (X), dan Pemenuhan Kebutuhan Informasi followers (Y). Teori yang digunakan dalam penelitian ini yaitu komunikasi massa, teori uses dan gratification, public relations, media baru, media sosial, instagram dan kebutuhan informasi. Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada 100 responden. Penarikan sampel dalam penelitian ini menggunakan Purposive Sampling. Berdasarkan hasil koefisien determinasi menujukan variabel penggunaan media sosial mempengaruhi variabel pemenuhan kebutuhan informasi sebesar 40,1%. Sedangkan, 59,9% sisanya dipengaruhi oleh faktor lain yang tidak dijelaskan dalam penelitian ini. Untuk hasil uji regresi linear sederhana menunjukan hasil 0,742 yang dapat disimpulkan bahwa setiap peningkatan 1% nilai Variabel (X) Penggunaan Media Sosial diikuti oleh peningkatan 0,742 nilai Variabel (Y) Pemenuhan Kebutuhan Informasi. Dengan demikian, semakin kuat penggunaan media sosial Instagram @radiomercubuana maka semakin meningkat kebutuhan informasi followers, sehingga arah pengaruh variabel (X) Penggunaan Media Sosial dan Variabel (Y) Kebutuhan Informasi adalah positif.
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