Pengaruh Terpaan Media Sosial Instagram @youthranger.id Terhadap Partisipasi Rangers Dalam Kegiatan Youth Ranger Indonesia
DOI:
https://doi.org/10.36668/jal.v14i1.1400Abstract
Abstract: This study aims to analyze the impact of social media exposure via Instagram @youthranger.id on the participation of Rangers in Youth Ranger Indonesia's activities, with a focus on the dimensions of frequency, duration, and intensity of social media exposure. The research employs a quantitative method with a survey approach. Data was collected through a survey distributed to 573 active users of Instagram @youthranger.id, known as the community audience referred to as "Rangers." Participation was measured based on the dimensions of cognitive, affective, and behavioral engagement. The results indicate that the more frequently and intensely followers are exposed to content from Instagram @youthranger.id, the more likely they are to engage in community activities. Frequency, duration, and intensity of exposure significantly influence the level of active participation, both in online and offline activities. This study demonstrates that Instagram social media exposure has a significant impact on increasing active participation in social activities, with higher frequency and intensity of exposure driving greater engagement. The findings provide recommendations for Youth Ranger Indonesia to optimize the use of Instagram in enhancing member participation in social programs and can serve as a reference for similar organizations in managing their audience through social media.
Keywords: Community Engagement, Instagram, Social Media Exposure, Youth Participation
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