THE INFLUENCE OF ARGUMENT QUALITY AND SOURCE CREDIBILITY ON INSTAGRAM SOCIAL MEDIA ACCOUNT @FOLKATIVE (SURVEY ON @FOLKATIVE ACCOUNT FOLLOWERS ON JAVA ISLAND)

Abstract

This study aims to analyze the determinants influencing adoption behavior on @folkative social media by conducting a survey of followers residing in Java Island. The variables examined include argument quality, source credibility, attitude, and adoption behavior. A quantitative research method was employed, with data collected through the distribution of questionnaires. The sample was determined using a non-probability sampling technique with the Lemeshow formula, targeting active followers of the @folkative account. Data were analyzed using descriptive statistical techniques with the Partial Least Square-Structural Equation Modeling (PLS-SEM) approach. The results indicate that argument quality and source credibility significantly influence attitude, while attitude positively affects adoption behavior. This research underscores the importance of content quality and source credibility in shaping audience attitudes, which ultimately drive adoption behavior on social media.