Analisis Efektivitas Penggunaan Instagram Prodi Manajemen IIB Darmajaya Sebagai Media Informasi Online

Abstract

This research aims to analyze the effectiveness of Instagram @officialprodimanajemendj as an online information medium in conveying information related to student registration, study programs and campus activities to IIB Darmajaya Management Study Program students. This research uses a quantitative approach with a survey method, where data is collected through questionnaires. The analysis techniques used include validity, reliability and descriptive analysis tests based on the AISAS model. The population in this study were active students of the IIB Darmajaya Management Study Program who were registered until semester 8, with a sample of 100 respondents selected using purposive sampling and accidental sampling techniques. The research results show that Instagram is effective in conveying information on all dimensions of AISAS. The Action dimension recorded the highest score (3.94), while the Share dimension recorded the lowest score (3.71), although it remained in the effective category. This research suggests increasing the Share dimension in order to increase audience engagement.