Hubungan Kualitas Konten Akun Instagram @acc_svipb dengan Tingkat Pemenuhan Kebutuhan Informasi Lowongan Kerja Followers

Abstract

Penelitian ini bertujuan menganalisis kualitas konten akun Instagram @acc_svipb, tingkat pemenuhan kebutuhan informasi lowongan kerja followers, serta hubungan antara keduanya. Pendekatan kuantitatif korelasional digunakan terhadap 100 responden followers aktif akun @acc, dengan pengumpulan data melalui kuesioner skala Likert 1–5 dan analisis menggunakan statistik deskriptif serta uji korelasi Rank Spearman. Kualitas konten secara keseluruhan berada pada kategori Tinggi dengan Visual Appeal tertinggi dan Interactivity terendah disertai engagement rate rata-rata 0,73% yang tergolong sangat rendah. Pemenuhan kebutuhan informasi berada pada kategori Tinggi dengan Catching-up Need Approach tertinggi, sementara Everyday Need Approach dan Exhaustive Need Approach berada pada kategori Sedang. Tiga dari empat dimensi kualitas konten terbukti berhubungan positif dan signifikan dengan total pemenuhan kebutuhan informasi.

This study aims to analyze the content quality of the @acc_svipb Instagram account, the level of job vacancy information needs fulfillment among followers, and the relationship between both variables. A quantitative correlational approach was employed with 100 active followers of @acc_svipb, using a 1–5 Likert scale questionnaire analyzed through descriptive statistics and Spearman Rank correlation test. Content quality overall falls into the High category with Visual Appeal rated highest and Interactivity lowest, accompanied by an average engagement rate of 0.73% classified as very low. Information needs fulfillment falls into the High category with Catching-up Need Approach rated highest, while Everyday Need Approach and Exhaustive Need Approach fall into the Moderate category. Three of four content quality dimensions show a positive and significant relationship with overall information needs. Interactivity stands out as the most strategic dimension, being the only one significantly correlated with all types of information needs fulfillment. Keywords: Content quality, information