Pengaruh Kualitas Konten Instagram Surabayatv.Official Terhadap Kepuasan Penonton di Masyarakat Kelurahan Banyu Urip Surabaya. (The Effect of the Quality of Surabayatv.Official Instagram Content on Audience Satisfaction in the Community of Banyu Urip Village, Surabaya).

Saputra, Aditya Rizky (2024) Pengaruh Kualitas Konten Instagram Surabayatv.Official Terhadap Kepuasan Penonton di Masyarakat Kelurahan Banyu Urip Surabaya. (The Effect of the Quality of Surabayatv.Official Instagram Content on Audience Satisfaction in the Community of Banyu Urip Village, Surabaya). Undergraduate thesis, Universita 17 Agustus 1945 Surabaya.

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Abstract

With the rapid advancement of technology, the emergence of social media has also become an important platform for various opinions and information. One such platform is the Instagram account surabayatv.official, which features diverse content that attracts public attention. The purpose of this research is to evaluate the impact of Surabayatv.official's Instagram content on viewer satisfaction in the Banyu Urip Sub-district of Surabaya. This study employs a quantitative method, with data collection conducted through a questionnaire created using Google Forms. The study supports the Uses and Effects theory, which indicates that viewers use Instagram to fulfill their needs for information, entertainment, and social interaction. Additionally, this research supports the Stimulus-Response (S-R) theory, which suggests that using high-quality content as a stimulus-results in a positive response, namely an increase in viewer satisfaction. The results of this study, using SPSS 25, show a regression coefficient of 0.367, indicating that content quality has a significant and positive impact on viewer satisfaction. This implies that viewer satisfaction will increase by 0.367 units with each one-unit increase in content quality. With a t-value of 7.196 and a coefficient of determination of 34.6%.

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