eprintid: 142489 rev_number: 26 eprint_status: archive userid: 219642 dir: disk0/00/14/24/89 datestamp: 2025-10-08 04:14:50 lastmod: 2025-10-08 04:14:50 status_changed: 2025-10-08 04:14:50 type: thesis metadata_visibility: show creators_name: Kaka Mauladi, - creators_name: Elly Malihah, - creators_name: Wina Nurhayati Praja, - creators_nim: NIM2108763 creators_nim: NIDN0025046603 creators_nim: NIDN0024038905 creators_id: kakamauladi24@upi.edu creators_id: ellyms@upi.edu creators_id: winapraja@upi.edu contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: Elly Malihah, - contributors_name: Wina Nurhayati Praja, - contributors_nidn: NIDN0025046603 contributors_nidn: NIDN0024038905 contributors_id: ellyms@upi.edu contributors_id: winapraja@upi.edu title: PENGARUH PENGGUNAAN MEDIA SOSIAL INSTAGRAM @MAGDALENEID TERHADAP DUKUNGAN KESETARAAN GENDER: Studi Korelasi pada Pengikut Akun instagram @Magdaleneid ispublished: pub subjects: H1 subjects: HE subjects: HQ divisions: IK full_text_status: restricted keywords: Instagram, kesetaraan gender, Magdaleneid, media sosial Instagram, gender equality, Magdaleneid, social media note: https://scholar.google.com/citations?hl=en&user=By8yQUAAAAAJ ID SINTA Dosen Pembimbing: Elly Malihah: 5978468 Wina Nurhayati Praja: 6690391 abstract: ABSTRAK Kesetaraan gender merupakan isu sosial yang terus diperjuangkan, khususnya di ruang digital seperti media sosial. Instagram menjadi salah satu platform yang digunakan oleh media alternatif seperti @magdaleneid untuk menyuarakan nilai-nilai kesetaraan gender kepada publik. Penelitian ini dilatarbelakangi oleh pentingnya memahami bagaimana penggunaan media sosial dapat membentuk dukungan terhadap isu kesetaraan gender. Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan akun Instagram @magdaleneid terhadap dukungan kesetaraan gender pada pengikutnya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei menggunakan kuesioner terhadap 400 responden pengikut aktif akun tersebut. Teknik analisis data menggunakan korelasi Pearson dan regresi linier berganda. Hasil uji korelasi menunjukkan bahwa seluruh variabel independen memiliki hubungan yang signifikan terhadap dukungan kesetaraan gender, yaitu: mencari informasi (r = 0,713), membangun identitas pribadi (r = 0,624), interaksi sosial (r = 0,424), dan mendapatkan hiburan (r = 0,401). Uji regresi linier berganda menunjukkan bahwa semua variabel independen secara simultan berpengaruh terhadap variabel dependen dengan nilai R² sebesar 0,617, artinya 61,7% variasi dukungan kesetaraan gender dapat dijelaskan oleh keempat variabel tersebut. Secara parsial, variabel "mencari informasi" memiliki pengaruh paling dominan (β = 0,922), diikuti oleh "membangun identitas pribadi" (β = 0,773), "mendapatkan hiburan" (β = 0,504), dan "interaksi sosial" (β = 0,293). Hasil ini mendukung teori Uses and Gratifications, bahwa individu menggunakan media sosial sesuai kebutuhan tertentu, yang dalam konteks ini, berkontribusi pada kesadaran dan dukungan terhadap kesetaraan gender. Kata Kunci: Penggunaan Media Sosial, Instagram, Kesetaraan Gender, uses and gratifications ABSTRACT Gender equality is a social issue that continues to be fought for, especially in digital spaces such as social media. Instagram has become one of the platforms used by alternative media such as @magdaleneid to voice the values of gender equality to the public. This study was motivated by the importance of understanding how the use of social media can shape support for gender equality issues. This study aims to determine the influence of the use of the Instagram account @magdaleneid on support for gender equality among its followers. The study employs a quantitative approach using a survey method with a questionnaire administered to 400 active followers of the account. Data analysis techniques include Pearson correlation and multiple linear regression. The correlation test results show that all independent variables have a significant relationship with gender equality support, namely: seeking information (r = 0.713), building personal identity (r = 0.624), social interaction (r = 0.424), and getting entertainment (r = 0.401). The multiple linear regression test shows that all independent variables simultaneously affect the dependent variable with an R² value of 0.617, meaning that 61.7% of the variation in gender equality support can be explained by these four variables. Partially, the variable "seeking information" has the most dominant influence (β = 0.922), followed by "building personal identity" (β = 0.773), "getting entertainment" (β = 0.504), and "social interaction" (β = 0.293). These results support the Uses and Gratifications theory, that individuals use social media according to specific needs, which in this context, contribute to awareness and support for gender equality. Keywords: Social Media Use, Instagram, Gender Equality, uses and gratifications date: 2025-08-13 date_type: published institution: Universitas Pendidikan Indonesia department: KODEPRODI70201#Ilmu Komunikasi_S1 thesis_type: other thesis_name: other official_url: https://repository.upi.edu/ related_url_url: https://perpustakaan.upi.edu/ related_url_type: org citation: Kaka Mauladi, - and Elly Malihah, - and Wina Nurhayati Praja, - (2025) PENGARUH PENGGUNAAN MEDIA SOSIAL INSTAGRAM @MAGDALENEID TERHADAP DUKUNGAN KESETARAAN GENDER: Studi Korelasi pada Pengikut Akun instagram @Magdaleneid. S1 thesis, Universitas Pendidikan Indonesia. document_url: http://repository.upi.edu/142489/2/S_IKOM_2108763_Chapter1.pdf document_url: http://repository.upi.edu/142489/3/S_IKOM_2108763_Chapter2.pdf document_url: http://repository.upi.edu/142489/4/S_IKOM_2108763_Chapter3.pdf document_url: http://repository.upi.edu/142489/5/S_IKOM_2108763_Chapter4.pdf document_url: http://repository.upi.edu/142489/6/S_IKOM_2108763_Chapter5.pdf document_url: http://repository.upi.edu/142489/7/S_IKOM_2108763_Title.pdf document_url: http://repository.upi.edu/142489/1/S_IKOM_2108763_Appendix.pdf