Eksplorasi Teori Gratifikasi untuk Layanan Jejaring Sosial: Studi Kasus Sikap Pengguna terhadap Instagram di Indonesia

Tri Lathif Mardi Suryanto, Hidayatul Aini Puteri, Arista Pratama

Abstract


Instagram merupakan Social Network Service (SNS) yang populer di kalangan pengguna smartphone. Fakta ini didukung oleh hasil survei dalam laporan yang berjudul “Digital In 2018 In Southeast Asia” yang dihimpun oleh We Are Social, perusahaan media asal Inggris yang bekerja sama dengan Hootsuite. Hasil survei tersebut menyebutkan bahwa Instagram menempati peringkat ketiga aplikasi yang paling banyak diunduh pada tahun 2018. Menyoroti respon pengguna smartphone yang begitu besar terhadap Instagram, maka dalam penelitian ini dilakukan eksplorasi faktor penerimaan sikap pengguna terhadap Instagram di Indonesia dengan menggunakan Teori Uses And Gratification (UGT). Pemenuhan penerimaan Instagram dibagi menjadi Cognitive, Hedonic, Integrative, dan Social Integrative. Dalam penelitian ini dikumpulkan tanggapan dari 400 pengguna Instagram di Indonesia. Data yang diperoleh diolah dan dianalisis dengan menggunakan Metode Structural Equation Modelling (SEM) dan perangkat lunak WarpPLS 6.0. Dari penelitian ini diperoleh dua temuan. Pertama, sikap pemuasan pengguna terhadap Instagram dipengaruhi oleh Cognitive, Hedonic, dan Social Interactive. Kedua, Sosial Interactive Gratification merupakan faktor yang dapat meningkatkan Cognitive Gratification, Hedonic Gratification, dan Integrative Gratification.


Keywords


Social Network Service (SNS); Instagram; Uses and Gratification Theory (UGT)

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DOI: https://doi.org/10.24002/ijis.v1i2.1922

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