Pengaruh Terpaan Akun Instagram @magdaleneid dan Motif Penggunaan Terhadap Persepsi Followers

This study focuses on mass communication's evolution in response to the emergence of new media. Presently, social media has gained unparalleled popularity. As per Hootsuite data, active social media users in Indonesia represent 60.4% of the population, encompassing approximately 167 million users. Remarkably, Instagram alone captures 86.5% of the entire active social media user base in Indonesia. Thus, this research aims to ascertain how exposure to the Instagram account @magdaleneid and its usage motives impact followers' perceptions.The utilized theory is the "uses and gratifications" theory. Employing a quantitative approach within the positivism paradigm, this study includes 399 respondents—active Instagram users following @magdaleneid. Sampling relies on purposive sampling technique. The analysis incorporates validity tests, reliability tests, classic assumption tests, multiple linear regression tests, F tests, and coefficient of determination for questionnaires and data. The findings from the F test reveal that both media exposure and motives for media usage exert partial influence on followers' perceptions of the Instagram account @magdaleneid. The acceptance of Ha and rejection of H0 substantiate this. The results of the multiple linear regression test demonstrating a positive effect. Notably, the motive usage variable emerges as a stronger influencer on followers' perceptions. ABSTRAK Penelitian ini berlatar belakang dari komunikasi massa yang mengalami perkembangan setelah adanya new media. Media yang paling digemari saat ini yaitu media sosial. Menurut data hootsuit pengguna aktif media sosial di Indonesia sebanyak 60,4% dari populasi di Indonesia. Sekitar 167 juta masyarakat Indonesia aktif dalam menggunakan media sosial. Instagram sendiri memiliki memiliki 86,5% pengguna dari jumlah populasi pengguna aktif media sosial di Indonesia. Jadi berdasarkan latar belakang tersebut maka tujuan penelitian ini untuk mengetahui pengaruh terpaan akun Instagram @magdaleneid dan motif penggunaan terhadap ...