PENGARUH KUALITAS KONTEN, KREDIBILITAS AKUN, DAN FREKUENSI UNGGAHAN TERHADAP KEBUTUHAN INFORMASI PADA FOLLOWERS

Abstract

This study aims to find out and analyze the influence of Content Quality, Account Credibility, and Upload Frequency on Information Needs in followers of @kendaridiskon Instagram accounts, both simultaneously and partially. The object of this study is the active followers of @kendaridiskon Instagram accounts domiciled in Kendari City. The research method used is a quantitative method with a survey approach. The population in this study is followers of Instagram @kendaridiskon account with a sample of 97 respondents determined using purposive sampling techniques. Data collection was carried out through the distribution of an online questionnaire measured using the Likert scale. The data analysis technique used is Multiple Linear Regression Analysis with the help of SPSS software. The results of this study show that: (1) Content Quality, Account Credibility, and Upload Frequency simultaneously have a positive and significant effect on the Followers' Information Needs  with a contribution value (Adjusted R Square) of 84.0%; (2) Content Quality partially has a positive and significant effect on Information Needs; (3) Account credibility partially has a positive and significant effect on Information Needs, and is the most dominant variable; (4) The frequency of uploads partially has a positive and significant effect on the need for information.