PENGARUH KUALITAS DAN KREDIBILITAS INFORMASI TERHADAP EFEKTIVITAS INSTAGRAM @SUMENEPSUPERHITS SEBAGAI KEBUTUHAN INFORMASI (Studi Pada Masyarakat Kecamatan Kota Sumenep)

This study focuses on analyzing the influence of information quality and credibility on the effectiveness of the @sumenepsuperhits Instagram account in meeting the information needs of the Sumenep City community. As social media evolves beyond mere entertainment to become a digital public space that disseminates information quickly, interactively, and easily. The @sumenepsuperhits account has emerged as a popular platform among the Sumenep community. This account provides a variety of content, ranging from local issues, culture, tourism, and social information relevant to people's daily lives.

The research method used was quantitative, with a questionnaire distributed to active followers of the @sumenepsuperhits account in Sumenep City. The data obtained were then analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to test the relationships between the variables studied.

The results showed that both information quality and credibility had a positive and significant influence on account effectiveness. Of these two variables, credibility has the stronger influence, meaning that the higher the level of public trust in the @sumenepsuperhits account, the greater its effectiveness in meeting information needs. This finding aligns with the Elaboration Likelihood Model (ELM) Theory, which explains the existence of two message processing pathways, and with the Uses and Gratifications (U&G) Theory, which emphasizes that audiences play an active role in selecting media according to their information needs.

Overall, this study confirms that the success of the @sumenepsuperhits account is determined not only by the quantity of content uploaded, but more so by how the account maintains accuracy, relevance, consistency, and builds trust with its followers. Thus, information quality and credibility are key, complementary factors in increasing the account's effectiveness as a source of information for the people of Sumenep City.