<![CDATA[Abstrak Pemanfaatan Instagram oleh career center perguruan tinggi sebagai media penyebaran informasi lowongan kerja terus meningkat, namun kajian tentang hubungan kualitas konten dengan tingkat pemenuhan kebutuhan informasi followers dalam konteks pendidikan vokasi masih sangat terbatas. Penelitian ini mengkaji hubungan antara kualitas konten Instagram @acc_svipb milik Alumni Career Center Sekolah Vokasi IPB dengan tingkat pemenuhan kebutuhan informasi lowongan kerja followers menggunakan pendekatan kuantitatif korelasional. Sebanyak 100 followers aktif dipilih melalui purposive sampling dan data dikumpulkan melalui kuesioner skala Likert yang dianalisis menggunakan uji korelasi Rank Spearman. Kualitas konten diukur melalui empat dimensi teori Ashley dan Tuten, sedangkan pemenuhan kebutuhan informasi diukur melalui empat pendekatan teori Guha. Hasil menunjukkan kualitas konten berada pada kategori tinggi (mean = 4,07) dengan Visual Appeal sebagai dimensi terkuat, sementara Catching-up Need Approach menjadi jenis kebutuhan yang paling terpenuhi (mean = 4,03) dan Everyday Need Approach paling lemah (mean = 3,42). Uji korelasi menghasilkan koefisien ρ = 0,841 (p < 0,001) yang mengindikasikan hubungan positif sangat kuat antara kedua variabel. Temuan ini memperkuat relevansi teori Uses and Gratification dalam konteks media institusional dan menunjukkan bahwa kualitas konten merupakan prediktor dominan pemenuhan kebutuhan informasi, meskipun perlu diimbangi dengan peningkatan frekuensi unggahan dan kedalaman informasi. Kata Kunci: Kualitas konten Instagram; pemenuhan kebutuhan informasi; lowongan kerja; career center; uses and gratification. Abstract The use of Instagram by university career centers as a medium for disseminating job vacancy information continues to grow, yet studies examining the relationship between content quality and followers' information needs fulfillment within vocational education contexts remain scarce. This study investigates the relationship between the Instagram content quality of @acc_svipb, owned by the Alumni Career Center of IPB Vocational School, and the level of job vacancy information needs fulfillment among its followers using a correlational quantitative approach. A total of 100 active followers were selected through purposive sampling, and data were collected via a Likert scale questionnaire analyzed using the Spearman Rank correlation test. Content quality was measured through four dimensions of Ashley and Tuten's theory, while information needs fulfillment was assessed through four approaches of Guha's theory. Results indicate that content quality falls in the high category (mean = 4.07) with Visual Appeal as the strongest dimension, while Catching-up Need Approach is the most fulfilled information need (mean = 4.03) and Everyday Need Approach the weakest (mean = 3.42). The correlation test yields a coefficient of ρ = 0.841 (p < 0.001), indicating a very strong positive relationship between both variables. These findings reinforce the relevance of Uses and Gratification theory in institutional media contexts and demonstrate that content quality is a dominant predictor of information needs fulfillment, though it must be complemented by increased posting frequency and content depth. Keyword: Instagram content quality; information needs fulfillment; job vacancy; career center; uses and gratification.]]>
