SABET, ADAM ADHIALDIGA ZUFAR (2025) EFEKTIVITAS MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA INFORMASI (Survey Pada Followers Akun Instagram @kapanlagicom). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is titled "The Effectiveness of Instagram Social Media as an Information Media (A Study on the Followers of @kapanlagicom Instagram Account)." Instagram has become an important platform for delivering information in a visual, engaging, and easily accessible manner for users. This study aims to evaluate the effectiveness of the @kapanlagicom Instagram account as an information media by using the Honeycomb model, which includes seven key dimensions: identity, conversation, sharing, presence, relationship, reputation, and community. This study uses a descriptive quantitative approach, with data collected through a Likert scale-based questionnaire distributed to 100 selected respondents using purposive sampling technique. The analysis is carried out by calculating the frequency distribution and percentage to describe users' responses to the dimensions of social media effectiveness. The findings show that the @kapanlagicom account is effective in delivering information through content that is engaging, relevant, and easily understood. The dimensions of identity, sharing, and reputation are the main strengths, while conversation and relationship require reinforcement to enhance meaningful interaction. The study concludes that Instagram is not only effective as an information media but also has the potential to build emotional connections through more personalized content strategies. Keywords: Effectiveness, Social Media, Information, Instagram Penelitian ini berjudul Efektivitas Media Sosial Instagram Sebagai Media Informasi (Studi pada Followers Akun Instagram @kapanlagicom). Instagram telah menjadi platform penting dalam menyampaikan informasi secara visual, menarik, dan mudah diakses oleh pengguna. Penelitian ini bertujuan untuk mengevaluasi efektivitas akun Instagram @kapanlagicom sebagai media informasi dengan menggunakan model Honeycomb, yang mencakup tujuh dimensi utama: identity, conversation, sharing, presence, relationship, reputation, dan community. Penelitian ini menggunakan pendekatan kuantitatif deskriptif, dengan data yang dikumpulkan melalui kuesioner berbasis skala Likert kepada 100 responden terpilih menggunakan teknik purposive sampling. Analisis dilakukan dengan menghitung distribusi frekuensi dan persentase untuk menggambarkan respons pengguna terhadap dimensi-dimensi efektivitas media sosial. Hasil penelitian menunjukkan bahwa akun @kapanlagicom efektif dalam menyampaikan informasi melalui konten yang menarik, relevan, dan mudah dipahami. Dimensi identity, sharing, dan reputation menjadi kekuatan utama, sementara conversation dan relationship memerlukan penguatan untuk meningkatkan interaksi bermakna. Penelitian ini menyimpulkan bahwa Instagram tidak hanya efektif sebagai media informasi, tetapi juga memiliki potensi membangun koneksi emosional melalui strategi konten yang lebih personal. Kata Kunci: Efektivitas, Media Sosial, Informasi, Instagram.
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