HUBUNGAN INTENSITAS PENGGUNAAN INSTAGRAM STORY DENGAN INTERAKSI SOSIAL MAHASISWA KOMUNIKASI DIGITAL DAN MEDIA SEKOLAH VOKASI IPB UNIVERSITY

Abstrak

The development of social media has transformed communication patterns and social interaction among university students, particularly through fast and interactive visual-based features such as Instagram Story. This feature allows users to share temporary content while facilitating responses and engagement between users. A high intensity of Instagram Story usage is assumed to be associated with increased opportunities for social interaction in computer-mediated communication. Therefore, this study aims to examine the relationship between the intensity of Instagram Story usage and social interaction among students of the Digital Communication and Media Program, Vocational School, IPB University. This study employed a quantitative approach using a correlational survey design. The research population consisted of 319 active students from the 60th cohort, with 77 respondents selected through simple random sampling. Data were collected using an online questionnaire with a five-point Likert scale. The intensity of Instagram Story usage was measured through the dimensions of frequency, duration, and attention, while social interaction was measured using indicators of responsiveness, engagement, and continuity of interaction. Data were analyzed using the Spearman Rank correlation test due to the non-normal distribution of one variable. The results indicate a positive relationship with a moderate level of strength between the intensity of Instagram Story usage and students’ social interaction (r = 0.458; p < 0.05). These findings suggest that increased intensity of Instagram Story usage tends to be followed by higher levels of social interaction in digital communication contexts. This study supports Social Information Processing Theory, which explains that social interaction in computer-mediated communication can develop through the accumulation of message exchanges over time. The findings emphasize the role of Instagram Story as a digital communication tool that facilitates social interaction among university students.