EFEKTIVITAS MEDIA SOSIAL INSTAGRAM @LOKER_KOTASURABAYA DALAM PEMENUHAN KEBUTUHAN INFORMASI LOWONGAN PEKERJAAN DI SURABAYA

Abstract

This research is entitled "Effectiveness of Instagram @loker_kotasurabaya Social Media in Fulfilling Job
Vacancies Information Needs in Surabaya". A study of the effectiveness of social media using Uses and Gratification
Theory which is also to find out the gap between the amount of desire sought and the reality obtained. The theory that
is considered relevant in this research is Uses and Gratification, where media users have an active right to choose
what media is able to meet their needs. Determination of the sample using a random sampling technique from the
population of followers of the Instagram account @loker_kotasurabaya. Data was collected using a survey method,
namely by distributing questionnaires. While the data analysis was carried out through gap analysis, analysis of TCR
values, hypothesis testing by calculating t-count and t-table which resulted in Ho being rejected, Ha accepted.
Because, t-count = 0.04243 is smaller than t-table = 0.1166. And from the results of the TCR analysis, the Instagram
account @loker_kotasurabaya is very effective in meeting the information needs of followers. The research indicators
are Information with Accurate, Timely, Relevant, Complete markers measured in the Gratification Sought and
Gratification Obtained Dimensions indicating the Very Effective category. With a percentage of the TCR Gratification
Sought Value / Desire Wanted with a percentage of 92%. Meanwhile, at the Gratification Obtained level, the
Information indicator gets a percentage of 87%.
Keywords : Instagram Effectiveness, Uses and Gratification Theory, Gaps