NURFAIDAH, MELINDA (2022) PENGARUH PENGGUNAAN PESAN MEDIA SOSIAL INSTAGRAM TERHADAP PEMENUHAN KEBUTUHAN INFORMASI (Survei Pada Followers Instagram @kampusmengajar). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Since its presence, Instagram has attracted quite a bit of attention. However, in every social media there must be one feature that other social media does not have. The phenomenon of sharing messages on Instagram social media has also been done a lot, one of which is the @kampusmengajar Instagram account. The purpose of this study was to determine the extent of the influence of the use of Instagram social media messages on the fulfillment of information needs (Survey on Instagram followers @kampusmengajar). This study uses the uses and gratifications theory to show that the main problem is not how the media changes the attitudes and behavior of the audience but how the media fulfills their personal and social needs. From this theory then produces a concept of variable (X) 4C Context, Communication, Collaboration and Connection and variable (Y) Individual Needs (person), Current Need approach, Everyday Need Approach, Exhaustic Need Approach, and Catching-up Need Approach. This study has an asymmetric type, namely a relationship where you want to describe how a variable can affect other variables, with a quantitative approach. The method used is a survey with a non-probability sampling technique, namely purposive sampling. The results showed that the magnitude of the influence of the use of Instagram social media messages on the fulfillment of information needs (a survey on Instagram followers @kampusmengajar) was 66.7% and the remaining 33.3% was influenced by other factors not included in this study. Furthermore, it is evident from the T-count calculation of 13,998 > Ttable 1,987 with a significance of 0.000 <0.05. From the results obtained, it can be said that the higher the Instagram @kampusmengajar social media message that is shared, the higher the fulfillment of information needs for its followers. Keywords : @kampusmengajar, Use of Instagram Messages, Information Needs,Followers, Uses and Gratifications Sejak kehadirannya, Instagram cukup menarik perhatian. Akan tetapi di setiapmedia sosial pasti terdapat satu fitur yang tidak dimiliki oleh media sosial lainnya. Fenomena membagikan pesan di media sosial Instagram juga sudah banyak dilakukan, salah satunya yaitu akun Instagram @kampusmengajar. Tujuan penelitian ini untuk mengetahui sejauhmana Pengaruh Penggunaan Pesan Media Sosial Instagram Terhadap Pemenuhan Kebutuhan Informasi (Survei Pada Followers Instagram @kampusmengajar). Penelitian ini menggunakan teori uses and gratifications menunjukkan bahwa yang menjadi permasalahan utama bukanlah bagaimana media mengubah sikap dan perilaku khalayak tetapi bagaimana media memenuhi kebutuhan pribadinya dan sosial. Dari teori ini kemudian menghasilkan sebuah konsep variabel (X) 4C Context, Communication, Collaboration dan Connection dan variabel (Y) Kebutuhan Individu (person), Current Need approach, Everyday Need Approach, Exhaustic Need Approach, dan Catching-up Need Approach. Penelitian ini memiliki tipe asimetris yaitu hubungan dimana ingin mendiskripsikan bagaimana suatu variabel dapat mempengaruhi variabel lainnya,dengan pendekatan kuantitatif. Metode yang digunakan adalah survei dengan teknik penarikan sampel non probability sampling yakni purposive sampling. Hasil penelitian menunjukkan besarnya Pengaruh Penggunaan Pesan Media Sosial Instagram Terhadap Pemenuhan Kebutuhan Informasi (survei pada followers Instagram @kampusmengajar) adalah 66,7% dan sisa 33,3% dipengaruhi oleh faktor lain yang tidak ada dalam penelitian ini. Selanjutnya, terbukti dari perhitungan T- hitung sebesar 13,998 > Ttabel 1,987 dengan signifikansi sebesar 0,000 < 0,05. Dari hasil yang didapat dapat disimpulkan bahwa semakin tinggi pesan media sosial Instagram @kampusmengajar yang di bagikan maka akan semakin meningkat pemenuhan kebutuhan informasi bagi para followers-nya. Kata Kunci : @kampusmengajar, Penggunaan Pesan Instagram, KebutuhanInformasi, Followers, Uses and Gratificationss
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