PENGARUH TERPAAN KONTEN INFORMASI TERHADAP PENGETAHUAN FOLLOWERS (Survei Pada Followers Instagram @dprdjepara)

The development of digital technology has positioned social media as a strategic communication tool, including in the realm of government. The Regional People's Representative Council (DPRD) of Jepara Regency utilizes Instagram (@dprdjepara) to disseminate performance information in a visual and interactive manner. This study aims to determine the influence of information content exposure on followers' knowledge on the Instagram account @dprdjepara.

This research adopts the Hypodermic Needle Theory and uses a quantitative approach with an explanatory research type. Data were obtained through an online questionnaire completed by 96 respondents and analyzed using a series of statistical tests, including validity, reliability, normality, linearity, correlation, simple linear regression, t-test (partial), and coefficient of determination (Adjusted R²).

The results show that the significance value of the hypothesis test is 0.000 < 0.05, indicating a significant influence of information content exposure on followers’ knowledge. Furthermore, the coefficient of determination (Adjusted R Square) is 0.822 or 82.2%, meaning that the exposure to information content contributes 82.2% to the knowledge level of the followers, while the remaining 17.8% is influenced by other factors beyond this study. Therefore, it can be concluded that the exposure to informational content delivered through the Instagram account @dprdjepara has a strong and significant influence on increasing followers' knowledge.