Skripsi

ANALISIS PEMENUHAN KEBUTUHAN FOLLOWERS INSTAGRAM @RSBUNDAPALEMBANG MENGGUNAKAN TEORI USES AND GRATIFICATIONS

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This study aims to analyze the needs fulfillment of @rsbundapalembang Instagram followers using the Uses and Gratifications theory. This study measures the influence of usage motives (Gratification Sought) on the satisfaction obtained (Gratification Obtained) through a quantitative approach with a sample of 89 respondents analyzed using PLS-SEM. The results show that Gratification Sought has a positive and significant effect on Gratification Obtained (T-statistic 11.662; P-value 0.000), with a coefficient of determination (R2) of 0.355. This indicates that usage motives explain 35.5% of user satisfaction levels. It is concluded that the @rsbundapalembang Instagram account has successfully met the informational and psychological needs of its followers, with no gap between initial expectations and the satisfaction felt after accessing the content.

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Detail Information

Series Title

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Call Number

T1895752025

Publisher

Indralaya : Prodi Sistem Informasi, Fakultas Ilmu Komputer Universitas Sriwijaya., 2025

Collation

xiv, 99 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

302.230 7

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Prodi Sistem Informasi
Media Massa--Media Sosial

Specific Detail Info

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Statement of Responsibility

MI

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