The Influence of the Instagram Account @Bengkulu_Info on Local News Satisfaction Among Its Followers

Muharrom Afdoli; Irfan Herdian; Helsa Desty; Melinda Rosalia

doi:10.37676/sosj.v3i2.1663

Authors

Muharrom Afdoli Universitas Dehasen Bengkulu
Irfan Herdian Universitas Dehasen Bengkulu
Helsa Desty Universitas Dehasen Bengkulu
Melinda Rosalia Universitas Dehasen Bengkulu

DOI:

https://doi.org/10.37676/sosj.v3i2.1663

Keywords:

Instagram @Bengkulu_Info, Media Influence, Local News Satisfaction, Uses and Gratifications

Abstract

This research is motivated by a transformation in the information consumption of local audiences in Bengkulu, where the role of conventional media is starting to be marginalized by the presence of public information accounts on social media such as @Bengkulu_Info. The purpose of this study is to determine and analyze the influence of the @Bengkulu_Info Instagram account on the satisfaction of local news among its followers. The theoretical basis that underpins this study is the Uses and Gratifications Theory. This research uses an explanatory quantitative approach with a survey method. The population in this study was 183 people/accounts derived from the average comments on the last 3 posts of the @bengkulu_info Instagram account, with a representative sample of 65 respondents taken using the Slovin formula with the Simple Random Sampling technique. Primary data collection was conducted online through a Likert-scale questionnaire distributed via Google Forms. The collected data were tested for quality using validity tests (outer loadings, AVE, HTMT) and reliability tests (Cronbach’s Alpha and Composite Reliability) which were analyzed using SmartPLS 4 software. The results showed a coefficient of determination (R2) of 0.540, indicating that the Local News Satisfaction variable was influenced by the @Bengkulu_Info Instagram account by 54.0%, while the remaining was influenced by other factors outside the study. Based on the hypothesis test (T-Test), the T-Statistics value was 8.599, which was significantly greater than the T-Table (1.96) and the P-Value was 0.000 (< 0.05), so H0 was rejected and Ha was accepted. The conclusion of this study empirically proves that the @Bengkulu_Info Instagram account has a positive and significant influence on local news satisfaction among its followers.

Keywords: Instagram @Bengkulu_Info, Media Exposure, Local News Satisfaction, Uses and Gratifications.

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