Uses and Gratifications Media Sosial Instagram sebagai Sarana Komunikasi Universitas (Analisis Kualitatif Akun @official.usu Tahun 2025)
DOI:
https://doi.org/10.55542/jeae8b44Kata Kunci:
Instagram; Media Sosial; dan Uses and GratificationsAbstrak
Penelitian ini menganalisis peran Instagram sebagai sarana komunikasi institusi Universitas Sumatera Utara dalam memenuhi kebutuhan audiens melalui perspektif Uses and Gratifications, dengan objek akun Instagram @official.usu sepanjang tahun 2025. Pendekatan yang digunakan adalah kualitatif deskriptif, dengan data berupa dokumentasi konten dan engagement seperti likes, comments, shares, dan saves yang dikumpulkan melalui teknik dokumentasi terhadap seluruh unggahan selama periode tersebut. Data kemudian diklasifikasikan berdasarkan jenis dan tema konten, serta dianalisis untuk mengidentifikasi pola keterlibatan audiens dan diinterpretasikan menggunakan perspektif Uses and Gratifications. Hasil penelitian menunjukkan bahwa Instagram @official.usu tidak hanya berfungsi sebagai media informasi, tetapi juga mampu memenuhi kebutuhan audiens dalam hal informasi, hiburan, serta integrasi dan interaksi sosial. Tingginya engagement dan respons positif audiens menunjukkan bahwa konten yang disajikan telah relevan dengan kebutuhan mereka. Penelitian ini menyimpulkan bahwa komunikasi institusi di era digital tidak hanya ditentukan oleh jangkauan dan interaksi, tetapi juga oleh kualitas konten dalam membangun makna bagi audiens.
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