PENGARUH MOTIVASI INTRINSIK DAN EKSTRINSIK TERHADAP KETERLIBATAN MASYARAKAT DI MEDIA SOSIAL PEMERINTAH (Studi Kasus Akun Instagram @kemenkumsumsel )

GUNAWAN, MUHAMMAD NAUFAL and Wedhasmara, Ari (2025) PENGARUH MOTIVASI INTRINSIK DAN EKSTRINSIK TERHADAP KETERLIBATAN MASYARAKAT DI MEDIA SOSIAL PEMERINTAH (Studi Kasus Akun Instagram @kemenkumsumsel ). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the influence of intrinsic and extrinsic motivation on civic engagement through government social media, with a case study on the Instagram account @kemenkumsumsel. A quantitative approach was applied using Partial Least Squares Structural Equation Modeling (PLS-SEM), with 145 active Instagram users participating as respondents. The research model was adapted from Hofmann & Pappas (2021), which categorizes motivation based on Self-Determination Theory (SDT) into five types of regulation: external, introjected, identified, integrated, and intrinsic, along with five forms of civic engagement: reading, liking, sharing, commenting, and posting. The results show that several types of motivation—particularly external, introjected, and intrinsic regulation—significantly influence civic engagement behaviors, especially in reading, sharing, commenting, and posting activities. These findings emphasize the importance of understanding motivational factors to design effective digital communication strategies and enhance civic participation through government-owned social media platforms

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Intrinsic motivation, extrinsic motivation, civic engagement, government social media, Instagram @kemenkumsumsel,Self-Determination Theory (SDT), PLS-SEM
Subjects:	T Technology > T Technology (General) > T58.6-58.62 Management information systems
Divisions:	09-Faculty of Computer Science > 57201-Information Systems (S1)
Depositing User:	Muhammad Naufal Gunawan
Date Deposited:	30 Jul 2025 14:09
Last Modified:	30 Jul 2025 14:09
URI:	http://repository.unsri.ac.id/id/eprint/181788

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