MOTIF PENGGUNAAN MEDIA INSTAGRAM @OFFICIALPUTERIINDONESIA TERHADAP KEPUASAN FOLLOWERS

Bernadetha Clara Yunita Faimnasi, . (2026) MOTIF PENGGUNAAN MEDIA INSTAGRAM @OFFICIALPUTERIINDONESIA TERHADAP KEPUASAN FOLLOWERS. Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS), 7 (1). pp. 758-771. ISSN 2716-3768

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Abstract

This study aims to examine the influence of media usage motives on Instagram @officialputeriindonesia towards follower satisfaction with a focus on the context of communication style transformation occurring in the digital era. This research tests the Uses and Gratifications theory. The research method employed is quantitative. Data collection was conducted through a survey using questionnaires. The research population consists of 998 thousand followers of the @officialputeriindonesia Instagram account with a sample of 100 respondents selected using purposive sampling technique. The data analysis technique utilised is simple linear regression analysis. The research findings indicate that media usage motives have a significant and positive effect on follower satisfaction with a regression coefficient of 0.749 and a significance value of 0.000. The coefficient of determination shows that 60.8% of the variation in follower satisfaction can be explained by media usage motives. Integration and social interaction motives show the highest value, followed by information and entertainment motives, while personal identity motives have the lowest value. This study confirm that the communication style transformation of @officialputeriindonesia account, which is more varied, entertaining, and interactive, is able to fulfill the spesific motives of the audience, thereby strengthening the relevance of the Uses and Gratifications theory in explaining media usage behavior and audience satisfaction in the current digital era.

Item Type:	Article
Additional Information:	[No.Panggil: 2210411087] [Pembimbing: Kusumajanti] [Penguji 1: Rini Riyantini] [Penguji 2: Ayu Wardani]
Uncontrolled Keywords:	Media Usage Motives, Follower Satisfaction, Instagram, Communication Style, Uses and Gratifications
Subjects:	H Social Sciences > HE Transportation and Communications
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User:	BERNADETHA CLARA YUNITA FAIMNASI
Date Deposited:	31 Mar 2026 02:41
Last Modified:	31 Mar 2026 02:41
URI:	http://repository.upnvj.ac.id/id/eprint/42770

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