Pengaruh Penggunaan Akun Instagram @official.usu terhadap Citra dan Kepercayaan Publik pada Universitas Sumatera Utara di Kota Medan

Abstract

The objective of the research is to find out the influence of using USU Instagram @official. usu on the image of Universitas Sumatera Utara and public trust at the Universitas Sumatera Utara, Medan. The research uses quantitative method. It is conducted in Medan Baru Sub-district which consists of 6 (six) urban village. The theories used are the theory of new media, the theory of image, and the theory of trust. Indicators of using Jnstagram consist of Context, Communication, Collaboration, and Connection; indicators of image consist of Personality, Reputation, Value, and Corporate Identity; Indicators of trust consists of Ability, Integrity, and Benevolence. The samples are 400 respondents, taken by using Stratified Proportional Sampling and Cluster Random Sampling technique. The data are collected by using Google Form which is distributed to the respondents and analyzed by using single table method, cross table analysis, Spearman Rank Hypothetical Test, and co"e/ation coefficient analysis. The result of the research shows that there is the influence of using Instagram @official. usu account on the image of the Universitas Sumatera Utara, Medan, there is the influence of using Instagram @official. usu on public trust at the Universitas Sumatera Utara, Medan, and there is the correlation of using Instagram @official. usu with image and public trust at the Universitas Sumatera Utara, Medan with negative but significant correlation.