@WE.THE.FEST INSTAGRAM USING TO GET INFORMATION AND INTEREST IN VISITING WE THE FEST 2023

Abstract

The rapid development of technology today has given rise to numerous new media such as the internet and smartphones, which play an important role in fulfilling daily communication and information needs. One of these new media is social media platform, currently being popularly used is Instagram. By maximizing the Instagram platform as the primary communication channel with users, it hoped that the information needs can be fulfilled and influence followers interest in visiting an event. This research adopts a quantitive approach with a positivist paradigm and survey method. The theories employed include new media theory and uses and gratification theory, focusing on the concept of social media, information needs, and visitation interest. The population of this study consist of Instagram followers of We The Fest, with a sample size of 100 respondents selectd through simple random sampling technique. Data analysis involves simple regression analysis, t-test, and coefficient of determination test. The results of the study indicate that Instagram usage variable (X) has a significant positive effect on the information needs variable (Y1) and visiting interest (Y2).