ANALYSIS OF THE UTILIZATION OF INSTAGRAM SOCIAL MEDIA INFORMATION SYSTEM @CANVAINDONESIA IN DEVELOPING BEGINNER CREATORS’ SKILLS
DOI:
https://doi.org/10.47701/rm2f5378Keywords:
AIDA, Beginner Creator, Information System, Social Media, Theory of Planned BehaviorAbstract
This study aims to analyze the relationship between the utilization of the Instagram social media information system @canvaindonesia and the development of beginner creators’ abilities in producing digital content. The research is motivated by the growing use of social media as a digital-based information system that supports non-formal learning and creative competence development. A quantitative correlational approach was employed with 100 respondents selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire based on the AIDA model (Attention, Interest, Desire, Action) for the independent variable and the Theory of Planned Behavior (TPB) for the dependent variable. Descriptive analysis revealed that all AIDA dimensions scored high, with the highest values on Desire (78,3%) and Interest (71.3%), indicating the effectiveness of educational content in attracting attention and encouraging user actions. The Spearman correlation test produced a coefficient of ? = 0.765 with a significance level of p < 0.001, indicating a strong and positive relationship between the two variables. These findings confirm that the more optimally users utilize @canvaindonesia’s educational content, the higher their cognitive, affective, and behavioral skill development. The study concludes that social media-based information systems have significant potential to support non-formal learning and enhance digital creators’ self efficacy.
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