Pengaruh Kualitas Informasi Kampanye #ubahjakarta di Instagram @mrtjkt Terhadap Minat dan Kepuasan Informasi Pengguna Transportasi di Jakarta

KEMAL, MUHAMMAD YUSUF (2024) Pengaruh Kualitas Informasi Kampanye #ubahjakarta di Instagram @mrtjkt Terhadap Minat dan Kepuasan Informasi Pengguna Transportasi di Jakarta. S2 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Perkembangan teknologi membuat kebutuhan informasi meningkat sehingga muncul teknologi yang mampu mengatasi kebutuhan tersebut. media sosial merupakan media berbasis internet yang memudahkan khalayak dalam berkomunikasi secara daring dan membuat jaringan komunikasi agar dibagikan keseluruh dunia. Media sosial yang paling sering digunakan oleh khalayak adalah instagram. MRT Jakarta adalah moda transportasi terobosan bagi kota besar seperti Jakarta. kemacetan di kota Jakarta disebabkan oleh tingkat pertumbuhan kendaraan yang meningkat setiap tahunnya. Persoalan kemacetan di kota Jakarta disebabkan oleh meningkatnya jumlah kendaraan setiap tahunnya yang tidak sebanding dengan lebar jalan membuat keadaan lalu lintas menjadi penuh dan macet. Kampanye #ubahjakarta adalah solusi untuk mengatasi kemacetan, polusi udara, dan penggunaan kendaraan pribadi yang menjadi persoalan di kota Jakarta. terpaan media sosial instagram dan kualitas informasi kampanye #ubahjakarta dapat menarik minat dan kepuasan informasi pengguna transportasi di Jakarta. Penelitian ini bertujuan mengkaji pengaruh kualitas informasi kampanye #ubahjakarta yang disampaikan melalui media sosial instagram @mrtjkt terhadap minat dan kepuasan informasi pengguna transportasi di Jakarta. Teori yang digunakan dalam penelitian ini adalah terpaan media sosial, kualitas informasi kampanye, minat, dan kepuasan. Paradigma penelitian yang digunakan positivistik dengan pendekatan asosiatif kausal, dengan metode survei menggunakan kuesioner. Penelitian ini melibatkan 410 responden yang sesuai dengan kriteria yang diambil menggunakan teknik non probality sampling. Instrumen penelitian diuji melalui uji validitas dan uji reliabilitas, sementara analisis data menggunakan uji korelasi, uji determinasi, regresi linear sederhana serta uji hipotesis. Hasil penelitian menunjukkan terpaan media memiliki korelasi positif dengan kualitas informasi kampanye (0,607), minat (0,250), dan kepuasan informasi pengguna (0,527). Selain itu, kualitas informasi kampanye #ubahjakarta memiliki hubungan yang signifikan dengan minat (0,734) dan kepuasan pengguna (0,664). Minat juga berhubungan positif dengan kepuasan informasi pengguna (0,749). Pengujian hipotesis, baik secara parsial maupun simultan, mengonfirmasi bahwa terpaan media dan kualitas informasi kampanye berpengaruh signifikan terhadap minat dan kepuasan pengguna. Kesimpulannya terpaan media instagram dan kualitas informasi kampanye memiliki pengaruh terhadap minat dan kepuasan informasi pengguna transportasi di Jakarta. The development of technology has increased the need for information, so that technology has emerged that is able to overcome these needs. Social media is an internet-based media that makes it easy for the public to communicate online and create a communication network to be shared throughout the world. The most frequently used social media by the public is Instagram. MRT Jakarta is a breakthrough mode of transportation for big cities like Jakarta. Congestion in the city of Jakarta is caused by the increasing rate of vehicle growth every year. The problem of congestion in the city of Jakarta is caused by the increasing number of vehicles every year which is not comparable to the width of the road, making traffic conditions full and congested. The #ubahjakarta campaign is a solution to overcome congestion, air pollution, and the use of private vehicles which are problems in the city of Jakarta. Instagram social media exposure and the quality of #ubahjakarta campaign information can attract the interest and satisfaction of transportation users in Jakarta. This study aims to examine the effect of the quality of #ubahjakarta campaign information conveyed through Instagram social media @mrtjkt on the interest and satisfaction of transportation users in Jakarta. The theory used in this study is social media exposure, campaign information quality, interest, and satisfaction. The research paradigm used is positivistic with a causal associative approach, with a survey method using a questionnaire. This study involved 410 respondents who met the criteria taken using non-probability sampling techniques. The research instrument was tested through validity and reliability tests, while data analysis used correlation tests, determination tests, simple linear regressions and hypothesis tests. The results showed that media exposure had a positive correlation with the quality of campaign information (0.607), interest (0.250), and user information satisfaction (0.527). In addition, the quality of #ubahjakarta campaign information had a significant relationship with interest (0.734) and user satisfaction (0.664). Interest was also positively related to user information satisfaction (0.749). Hypothesis testing, both partially and simultaneously, confirmed that media exposure and campaign information quality had a significant effect on user interest and satisfaction. In conclusion, Instagram media exposure and campaign information quality had an effect on the interest and information satisfaction of transportation users in Jakarta.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55221120023
Uncontrolled Keywords: Terpaan Media, Kualitas Informasi Kampanye, Minat, Kepuasan Informasi Media Exposure, Campaign Information Quality, Interest, Information Satisfaction
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: FHADHILAH SHAFA ARISTA
Date Deposited: 07 Feb 2025 03:56
Last Modified: 07 Feb 2025 03:56
URI: http://repository.mercubuana.ac.id/id/eprint/93989

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