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All Journal Sociale : Journal of Social and Political Sciences
Nadinda Alisya Hapsari Sholeha
Universitas Padjadjaran
Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Penggunaan Identitas Visual Pada Konten Instagram @Mrtjkt Terhadap Pemenuhan Kebutuhan Informasi Pengguna Mrt Jakarta Nadinda Alisya Hapsari Sholeha
Sociale : Journal of Social and Political Sciences Vol 1 No 1 (2025): Isu Sosial, Kebijakan Publik, dan Dinamika Global dalam Masyarakat Kontemporer
Publisher : Yayasan Penelitian dan Pengabdian Masyarakat Sisi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69836/sociale.v1i1.361

Abstract

This study aims to analyze the influence of visual identity usage in Instagram content of @mrtjkt on the fulfillment of information needs among MRT Jakarta users, particularly cognitive needs. The visual identity elements examined include logo, color, and typography. A quantitative approach was applied using a survey of 92 respondents and multiple linear regression analysis. The coefficient of determination (R²) indicates that the three independent variables collectively contribute 27.3% to the fulfillment of information needs. Partially, the color variable (X2) has a regression coefficient of 0.272 and a significance level of 0.031, while the typography variable (X3) has a coefficient of 0.529 and a significance of 0.001. Both have a positive and statistically significant effect. In contrast, the logo variable (X1) has a coefficient of −0.052 with a significance of 0.692, indicating no significant effect. These findings highlight that consistent use of color and typography in visual identity plays a crucial role in fulfilling users’ cognitive information needs. The results support the relevance of the uses and gratifications theory in the context of social media as a public information source.
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