Studi Kesenjangan Antara Motif Dan Kepuasan Followers Instagram Ilmu Komunikasi Universitas Muhammadiyah Surakarta Terhadap Akun Instagram @Ilmukomunikasiums

The focus of this study is followers of the official Instagram account @ilmukomunikasiums. This study employed Uses and Gratification Theory. The type of research is quantitative descriptive, with the population used are followers of @ilmukomunikasiums which amounted to 1,143 ( as of February 6, 2020). A sample of 92 respondents were obtained based on calculations using the Slovin formula with Purposive Sampling technique. The method used is the survey method with a four-level Linkert modification questionnaire. Pearson’s Product Moment was used to validity test of data, and Cronbach’s Alpha was used to reliability test of data. The data analysis techniques used are discrepancy analysis between Gratification Sought (GS) and Gratification Obtained (GO). The result of the analysis show that the information motive provides the highest level of satisfaction compared to other indicator motives. But overall the motives, @ilmukomunikasiums have not been able to give satisfaction to the followers, this is because the GS mean score is greater than the GO score. As for social motives, personal identity and entertainment has a percentage of satisfaction that is dominated by the medium categor