<![CDATA[This study was motivated by the increasing use of social media as a means of communication, information dissemination, and organizational promotion, which is assumed to influence students’ interest in joining the Arts Student Activity Unit (UKM Seni) at Universitas Dehasen Bengkulu. This study aims to determine the effect of Instagram social media usage on students’ interest in joining the Arts Student Activity Unit at Universitas Dehasen Bengkulu. This study used the Uses and Gratifications Theory with indicators including information needs, social interaction, entertainment, self-expression, and self-actualization or self-identity. Students’ interest in joining was measured through attention toward the organization, interest in participating in activities, involvement in organizational activities, and perceptions of organizational benefits. This research used a quantitative method. The study population consisted of 80 active members of the Arts Student Activity Unit, with total sampling used as the sampling technique. Data were collected through questionnaires and analyzed using SPSS. The results showed that Instagram social media usage had a positive and significant effect on students’ interest in joining the Arts Student Activity Unit at Universitas Dehasen Bengkulu. The results of simple linear regression analysis indicated that increased Instagram usage was followed by an increase in students’ interest in joining the Arts Student Activity Unit. The t-test results also showed that Ha was accepted. Meanwhile, the coefficient of determination indicated that Instagram usage was able to explain most of the variation in students’ interest, while the remaining 12.4% was associated with other factors outside the scope of this study. Based on observations and respondents’ opinions, these factors may include personal interest in arts, the desire to develop talents and creativity, gaining experience, expanding social networks, and interest in directly participating in Arts Student Activity Unit activities. Based on the descriptive analysis, entertainment needs were the most prominent indicator of Instagram usage, while interest in participating in activities was the highest indicator of students’ interest in joining. These findings support the Uses and Gratifications Theory, which states that media usage is based on users’ needs. Therefore, Instagram should continue to be optimized as a promotional and information dissemination medium to increase students’ interest in joining Arts Student Activity Unit activities.]]>
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