PENGARUH TERPAAN MEDIA SOSIAL INSTAGRAM @ummcampus TERHADAP PENGAKUAN MAHASISWA SEBAGAI KAMPUS INOVATIF(Studi Pada Mahasiswa Ilmu Komunikasi Angkatan 2021)

Instagram, as one of the most popular social media platforms, has transformed the communication landscape with its ability to present engaging and easily digestible visual content. In the context of higher education, Instagram has evolved from a mere photo-sharing platform to a strategic tool for building an institution's image.
This study aims to determine whether exposure to @ummcampus Instagram content influences students' recognition of the University of Muhammadiyah Malang (UMM) as an innovative campus among Communication Studies students in the 2021 intake. This study is based on Media Effect Theory as the primary foundation for understanding how content published through the @ummcampus Instagram account influences the process of establishing recognition of the University of Muhammadiyah Malang (UMM) as an innovative higher education institution. The t-test results showed a calculated t-value of 16.447, with a significance level of <0.001. Because the calculated t-value is greater than the t-table value (16.447 > 1.663) at a significance level of <0.001 or less than 0.05, it can be concluded that the variable Exposure to Instagram Social Media @ummcampus has a significant influence on the variable Student Recognition as an Innovative Campus.