Pengaruh Terpaan Konten Reels Instagram @tvtaniindonesia terhadap Pembentukan Citra Kementerian Pertanian Republik Indonesia

Abstract

This study is entitled "The Influence of Exposure to @tvtaniindonesia Instagram Reels Content on the Formation of the Image of the Ministry of Agriculture of the Republic of Indonesia". This study aims to determine the level of exposure to @tvtaniindonesia reels content, the image of the Ministry of Agriculture of the Republic of Indonesia in the eyes of followers, and to determine whether or not there is an influence of exposure to @tvtaniindonesia reels content on the formation of the image of the Ministry of Agriculture of the Republic of Indonesia. The theories used are the theory of media exposure by Rakhmat and image formation by Soemirat and Ardianto. This study uses a quantitative method. The population in this study are followers of the @tvtaniindonesia Instagram account using an accidental sampling technique. Data were collected through a questionnaire with a total of 100 respondents. The data analysis technique used single tabulation, cross tabulation, and hypothesis testing using Spearman's rho with the help of SPSS version 27. The correlation coefficient result was 0.439 with a significance value (Sig. (2-tailed)) of <0.001 which indicates that there is an influence between exposure to reels @tvtaniindonesia on the formation of the image of the Ministry of Agriculture of the Republic of Indonesia. Although the influence is on a sufficient scale, the relationship is still statistically proven and shows that exposure to the content of reels Instagram @tvtaniindonesia has an influence in forming the image of the Ministry of Agriculture of the Republic of Indonesia in the eyes of the public.