HUBUNGAN PENYAJIAN KONTEN INSTAGRAM PEMERINTAH DAERAH DENGAN PEMENUHAN KEBUTUHAN INFORMASI MASYARAKAT

Abstract

Instagram has become an important channel for local governments to distribute public information, yet the existence of an official account does not automatically ensure that its messages meet citizens' information needs. This study examines the relationship between content presentation on the @tangerangradio Instagram account and the fulfillment of information needs among residents of Tangerang Regency. Uses and Gratifications theory is employed to understand audiences as active media users who select content according to cognitive, affective, personal-integrative, and social integrative needs. The study used a quantitative associative survey involving 100 purposively selected respondents from a population of 20,600 followers. The Slovin formula was used only as a reference for the minimum sample size, while respondents were selected according to predetermined criteria. Data were collected through a four-point Likert questionnaire and analyzed using descriptive statistics, validity and reliability tests, the Kolmogorov-Smirnov normality test, and Spearman's rank correlation with IBM SPSS Statistics 30. The results show a positive, significant, and strong relationship between content presentation and the fulfillment of information needs (rho = .690; p < .001). Relevant, credible, and easily understood content was associated with greater perceived informational benefits in government communication.