Carissa Putri Ma'ruf, . (2026) PENGARUH KONTEN MEDIA SOSIAL PADA INSTAGRAM @JAKARTABOOKPARTY TERHADAP MINAT BACA GENERASI Z. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The low reading interest in Jakarta and the unequal availability of literacy facilities have become challenges in improving reading culture. Meanwhile, social media provides new opportunities for disseminating information and promoting literacy through digital content. This study aims to examine the influence of Instagram social media content from the @Jakartabookparty account on the reading interest of Generation Z. This research employed a quantitative approach using simple linear regression analysis with IBM SPSS 26. Data were analysed using Pearson Product Moment correlation, simple linear regression, coefficient of determination, and partial hypothesis testing. The results indicate that Instagram social media content has a positive and significant influence on Generation Z’s reading interest. This is evidenced by a t-value of 8.752, which exceeds the t-table value of 1.966, and a significance value of 0.000, which is below 0.05. The regression coefficient was positive at 0.485, with a coefficient of determination of 16.5%, while the remaining 83.5% was influenced by other factors outside the regression model. The findings demonstrate that @Jakartabookparty’s Instagram content positively and significantly influences Generation Z’s reading interest. Keywords: Content, Generation Z, Instagram, Literacy, Reading Interest.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411062] [Pembimbing: Kumala Hayati] [Penguji 1: Machyudin Agung Harahap] [Penguji 2: Gustiana Sabarina] |
| Uncontrolled Keywords: | Keywords: Content, Generation Z, Instagram, Literacy, Reading Interest. |
| Subjects: | H Social Sciences > H Social Sciences (General) 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: | CARISSA PUTRI MA'RUF |
| Date Deposited: | 31 Aug 2026 08:14 |
| Last Modified: | 31 Aug 2026 08:14 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53400 |
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