<![CDATA[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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