'IZZATI, QK SYADZWINA (2025) PENGARUH SOSIAL MEDIA INSTAGRAM @posindonesia.igTERHADAP CITRA PERUSAHAAN PT. POS INDONESIA (PERSERO) (Survey Terhadap Followers Instagram @posindonesia.ig). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
PT Pos Indonesia (Persero) is a state-owned company engageed in postaI services in the distribution of letters and packages in Indonesia. In an effort to introduce its services to the public, the company utilizes social media, especially Instagram, as a meants of communicatiion with the public. This study aiims to determiine and expIain the infIuence of Instagram SociaI Media on the Corporate lmage of PT Pos lndonesia. This study uses a positivist paradiigm using a survey research method, a quantitatve approach. The popuIation in thiis study were Instagram foIlowers @posindonesia.ig and a sample off 100 respondents using the SIovin formuIa. The techniqeu used in drawing samples is the simpIe random sampIing techniqe. This study uses SPSS version 30 to conduct Normality, Reliability, Validity, Regression, Hypothesis Correlation and Determination Coeficient Tests. The results of this re-search analysis obtained the conclusion that the T test was t count 19.825> t able 1.983 so that it can be statted that H0 is rejectcd and H1 is acepted, this shows that the lnstagram SociaI Media variabIe has a significant probability value so that from these results it can be concluded that the Instagram Social Media variable (X) has an effect on Corporate Image (Y). Keywords: Social Media, Instagram, Corporate Image, Pos Indonesia PT Pos Indonesia (Persero) adalah perusahaan milik negara yang berjalan di bidang jasa layanan pos dalam distribusi surat dan paket di Indonesia. Dalam upaya memperkenalkan layanannya kepada masyarakat, perusahaan melakukan pemanfaatan akan media sosial, khususnya Instagram, menjadi salah satu sarana komunikasi dengan publik. Penelitian ini mengandung tujuannya guna memperoleh pengetahuan sekaligus menjelaskan pengaruh Sosial Media Instagram pada Citra Perusahaan PT Pos Indonesia. Penelitian ini mempergunakan paradigma positivisme mempergunakan metode penelitian survey, pendekatam kuantitatif. Populasi pada penelitian ini yakni followers Instagram @posindonesia.ig beserta sampel diangka 100 responden mempergunakan rumus Slovin. Teknik yang dipergunakan pada penarikan sampel yakni teknik simple random sampling. Penelitian ini mempergunakan SPSS versi 30 guna melakukan Uji Normalitas, Realibitas, Validitas, Regresi, Korealsi Hipotesis dan Koefisien Determinasi. Hasil melalui analisis penelitian ini memperoleh kesimpulan yakni uji T sebesar t hitung 19,825 > t tabel 1,983 sehingga mampu dinyatakan bahwasanya H0 ditolak serta H1 diterima, hal ini memperlihatkan variabel Sosial Media Instagram memegang nilai probabilitas signifikan sehingga melalui hasil tersebut mampu dihasilkan simpulan bahwasanya variabel Sosial Media Instagram (X) berpengaruh pada Citra Perusahaan (Y). Kata Kunci : Sosial Media, Instagram, Citra Perusahaan, Pos Indonesia
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