SURVEI PENGGUNAAN MEDIA SOSIAL DI KALANGAN MAHASISWA KOTA PADANG MENGGUNAKAN TEORI USES AND GRATIFICATIONS

Andi Saputra

Abstract


Theory of uses and gratifications is a method commonly used to measure the benefits and satisfaction of using of mass media. This research utilized the theory discussing students’ behavior in taking advantages of social media. Respondents came from 3 public universities in the city of Padang. The data collection method was done by distributing questionnaires and interviews, then, the data analyzed statistically. The results concluded that 97% of students claimed as social media active users. Based on the type of the application, the messenger/ chat app. was more preferable then the social networks. WhatsApp is the most application used. As many as 96% of respondents claimed using it. Whereas Facebook, the most preferable application uses throughout the world, is only used by 36% of respondents. A large number of WhatsApp users is in line with their goals and benefits use this content. The majority (87%) of respondents use social media as a tool of communication, in addition to information retrieval, and social interaction. Full features’communication and the similarity of using the applications with their friends or relations is the main reason why they chose to use WhatsApp. The rapid development and competition of social media have changed user behavior quickly. Social media has become a part of the students’ daily activities. The platform that provides communicating facilities among users, such as WhatsApp, and Line turned out to be more preferable by the students in the city of Padang, compared to Facebook, which are widely used for social interactions.


Keywords


Social media; Communication; User; Gratifications theory; Online service; Academic library

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DOI: https://doi.org/10.14203/j.baca.v40i2.476



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