| dc.description.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. | en_US |
