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"ABSTRAKPeneltian ini bertujuan membahas Pengaruh Konten Narasi dan Fitur Self Help Affordances pada Instagram Story terhadap Engagement: Studi Motivational Technology pada Sikap Pengguna. Metodologi yang digunakan adalah penelitian kuantitatif dengan responden followers dari media sosial Instagram @Jouska yang berjumlah 307 orang. Teknik analisa data dilakukan dengan analisa statistik deskriptif dan analisis jalur (path analysis) untuk membuktikan hipotesa dalam penelitian ini. Hasil penelitian menunjukkan bahwa Konten narasi dan Self Help Affordances tanpa melalui motivasi intrinsik memiliki pengaruh terbesar terhadap engagement. Meskipun sumbangsih yang diberikan oleh variabel konten narasi dan self help affordances tidaklah besar yakni 25%, namun hasil ini menunjukkan bahwa ada pengaruh yang diberikan oleh faktor konten naratif terhadap munculnya rasa keterikatan bagi khalayak. Hasil temuan ini menegasikan penelitian sebelumnya yakni teori motivational technology yang mengusung konsep self help affordances sebagai faktor utama dan satu-satunya variabel yang membentuk motivasi intrinsik dan engagement tidak cukup relevan untuk diaplikasikan dalam konteks Instagram story.

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ABSTRACTThis research aims to discuss the Effect of Narrative Content and Self Help Affordances Features on Instagram Story of Engagement: Motivational Technology Study on User Attitudes. The methodology used is quantitative research with the respondents followers from @Jouska Instagram social media, amounting to 307 people. Data analysis techniques were carried out by descriptive statistical analysis and path analysis to prove the hypothesis in this study. The results showed that narrative content and Self Help Affordances without going through intrinsic motivation had the greatest influence on engagement. Although the contribution given by the narrative content variable and self help affordances is not large at 25%, this result shows that there is an influence given by the narrative content factor to the emergence of a sense of attachment to the audience. These findings negate previous research, namely the theory of motivational technology that carries the concept of self help affordances as the main factor and the only variable that forms intrinsic motivation and engagement is not relevant enough to be applied in the context of the Instagram story."

"Peneltian ini bertujuan membahas Pengaruh Konten Narasi dan Fitur Self Help Affordances pada Instagram Story terhadap Engagement: Studi Motivational Technology pada Sikap Pengguna. Metodologi yang digunakan adalah penelitian kuantitatif dengan responden followers dari media sosial Instagram @Jouska yang berjumlah 307 orang. Teknik analisa data dilakukan dengan analisa statistik deskriptif dan analisis jalur (path analysis) untuk membuktikan hipotesa dalam penelitian ini. Hasil penelitian menunjukkan bahwa Konten narasi dan Self Help Affordances tanpa melalui motivasi intrinsik memiliki pengaruh terbesar terhadap engagement. Meskipun sumbangsih yang diberikan oleh variabel konten narasi dan self help affordances tidaklah besar yakni 25%, namun hasil ini menunjukkan bahwa ada pengaruh yang diberikan oleh faktor konten naratif terhadap munculnya rasa keterikatan bagi khalayak. Hasil temuan ini menegasikan penelitian sebelumnya yakni teori motivational technology yang mengusung konsep self help affordances sebagai faktor utama dan satu-satunya variabel yang membentuk motivasi intrinsik dan engagement tidak cukup relevan untuk diaplikasikan dalam konteks Instagram story.

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This research aims to discuss the Effect of Narrative Content and Self Help Affordances Features on Instagram Story of Engagement: Motivational Technology Study on User Attitudes. The methodology used is quantitative research with the respondents followers from @Jouska Instagram social media, amounting to 307 people. Data analysis techniques were carried out by descriptive statistical analysis and path analysis to prove the hypothesis in this study. The results showed that narrative content and Self Help Affordances without going through intrinsic motivation had the greatest influence on engagement. Although the contribution given by the narrative content variable and self help affordances is not large at 25%, this result shows that there is an influence given by the narrative content factor to the emergence of a sense of attachment to the audience. These findings negate previous research, namely the theory of motivational technology that carries the concept of self help affordances as the main factor and the only variable that forms intrinsic motivation and engagement is not relevant enough to be applied in the context of the Instagram story."

"Penggunaan media sosial Instagram telah mengubah proses interaksi sosial manusia, salah satunya dalam proses evaluasi diri dengan membandingkan dirinya dengan orang lain. Lingkungan media sosial yang fokus menampilkan momen bahagia seseorang seperti posting foto perjalanan wisata, pengalaman, dan kesuksesan hidup turut berkontribusi dalam fenomena tersebut. Proses ini pun kemudian akan menghasilkan perasaan seperti Envy dan Narcissism yang akan meningkatkan keinginan untuk melakukan promosi diri melalui conspicuous consumption. Penelitian ini bertujuan untuk menunjukan bagaimana penggunaan Instagram berpengaruh secara positif terhadap envy dan narcissism, dimana selanjutnya akan meningkatkan Desire for Self-Promotion dan kemungkinan untuk melakukan Conspicuous Online Consumption. Pengambilan data dilakukan dengan metode purposive sampling menggunakan survei online kepada pengguna Instagram dengan umur 18-35 tahun. Sebanyak 416 responden terkumpul yang kemudian diolah dan dianalisis menggunakan Partial Least Square-Structural Equation Method (PLS-SEM). Hasil penelitian menunjukan bahwa data mendukung seluruh hipotesis, yaitu peningkatan dalam penggunaan Instagram (Instagram usage) akan berpengaruh pada peningkatan perasaan envy dan narcissism. Kedua konstruk tersebut kemudian akan meningkatkan keinginan untuk mempromosikan diri melalui aktivitas conspicuous online consumption. Penelitian ini dapat membantu manajer merumuskan strategi perusahaan yang menargetkan pengguna Instagram khususnya pada industry hospitality dan leisure.

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The use of social media specifically Instagram has changed human interaction process, one of them being the evaluation process on comparing themselves with others. Social media’s environment which only displays one happy moment such as travel documentation, life experience, and life success also contribute to this phenomenon. This process will result in several affective conditions such as Envy and Narcissism which then led to an increase on Desire for Self-Promotion through Conspicuous Consumption. The goal of this research is to show how Instagram usage is affecting envy and narcissism positively, which then will increase desire for self-promotion and the propensity to do conspicuous online consumption. Purposive sampling with online survey technique was done on Instagram users age ranging from 18-35. 416 respondents were collected and was analyzed using Partial Least Square-Structural Equation Method (PLS-SEM). The findings identify a process by which increased Instagram usage results in an increased level of envy and narcissism. Both of these constructs led to desire to promote oneself through conspicuous consumption. This research hopefully will help managers whom targeting Instagram users to formulate company’s strategy, specially with hospitality and leisure industry.

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"[ ABSTRAKMakalah ini akan membahas konformitas pada pengguna tanda pagar #vscocam di Instagram. Tujuan penelitian ini adalah mengetahui pembentukan norma dan tekanan kelompok yang yang akhirnya melahirkan konformitas pada pengguna tagar #vscocam di Instagram. Dalam penelitian ini, penulis menggunakan studi kualitatif dengan menggunakan teknik wawancara dan observasi terhadap sejumlah akun Instagram. Hasil penelitian ini menunjukan bahwa terdapat beberapa penyesuaian terhadap pembentukan norma pada mayoritas pengguna tagar #vscocam, antara lain memberikan like pada konten foto yang dianggap menarik, serta tidak mengunggah foto dan memberikan komentar yang dapat menyinggung pihak tertentu. Sementara itu, tekanan dalam kelompok terjadi ketika ada informan (pemilik akun Instagram) menyajikan foto yang tidak kalah menarik dengan foto pengguna tagar #vscocam lainnya.

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ABSTRACTThis paper will discuss the conformity to #vscocam hashtag user on Instagram. The purpose of this study is to determine the norm formation and group pressure that eventually led to conformity on #vscocam hashtag users on Instagram. In this study, the researcher used a qualitative study with interviews and observation techniques to several Instagram account. The results of this study indicate if there are some conformity to the the norm formation in the majority of #vscocam hashtag users, such as giving like to the photo that is considered attractive, and not uploading photo or leaving comment comments that may offend certain people. While the group pressure occurs when the informant wanted to present a picture that is more interesting than other #vscocam hashtag users photo. ;This paper will discuss the conformity to #vscocam hashtag user on Instagram. The purpose of this study is to determine the norm formation and group pressure that eventually led to conformity on #vscocam hashtag users on Instagram. In this study, the researcher used a qualitative study with interviews and observation techniques to several Instagram account. The results of this study indicate if there are some conformity to the the norm formation in the majority of #vscocam hashtag users, such as giving like to the photo that is considered attractive, and not uploading photo or leaving comment comments that may offend certain people. While the group pressure occurs when the informant wanted to present a picture that is more interesting than other #vscocam hashtag users photo. ;This paper will discuss the conformity to #vscocam hashtag user on Instagram. The purpose of this study is to determine the norm formation and group pressure that eventually led to conformity on #vscocam hashtag users on Instagram. In this study, the researcher used a qualitative study with interviews and observation techniques to several Instagram account. The results of this study indicate if there are some conformity to the the norm formation in the majority of #vscocam hashtag users, such as giving like to the photo that is considered attractive, and not uploading photo or leaving comment comments that may offend certain people. While the group pressure occurs when the informant wanted to present a picture that is more interesting than other #vscocam hashtag users photo. , This paper will discuss the conformity to #vscocam hashtag user on Instagram. The purpose of this study is to determine the norm formation and group pressure that eventually led to conformity on #vscocam hashtag users on Instagram. In this study, the researcher used a qualitative study with interviews and observation techniques to several Instagram account. The results of this study indicate if there are some conformity to the the norm formation in the majority of #vscocam hashtag users, such as giving like to the photo that is considered attractive, and not uploading photo or leaving comment comments that may offend certain people. While the group pressure occurs when the informant wanted to present a picture that is more interesting than other #vscocam hashtag users photo. ]"