Credibility Analysis of the Instagram Account @girlsbeyond.Id Through Uses and Gratifications Theory
DOI:
https://doi.org/10.38035/gijlss.v3i2.504Keywords:
Media Effectiveness, Credibility, Instagram Account @girlsbeyond.id, Uses and Gratification TheoryAbstract
Research Objectives: This study aims to measure Media Effectiveness as variable X1; Instagram Account Credibility as variable X2, and Information Needs Fulfillment as variable Y. The theory used in this study is Uses and Gratification, based on the following assumptions: (1) The audience is active; (2) Media competes with other media to provide satisfaction to the audience; (3) awareness of the need for media; (4) People have sufficient self-awareness of their media usage, interests, and audience motives; (5) media content can only be evaluated by the public. The method used is quantitative. The population in this study is the Instagram followers of @girlsbeyond.id. Sample selection uses non-probability sampling with the purposive sampling type. The sample size was determined using the Slovin's formula, with a margin of error of 0.5% and a total of 399 respondents. The results of this study show an R-squared value of 0.620, which means that variables X1 and X2 together influence variable Y by 62%. This indicates that 62% of information needs are influenced by media effectiveness and account credibility. The remaining 38% is influenced by other variables not included in this study. Therefore, H03 is rejected and Ha3 is accepted, because there is a relationship between media effectiveness and account credibility on the fulfillment of followers' information needs.
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