The Effect of Twitter Changes on User Satisfaction of X Premium Accounts
DOI:
https://doi.org/10.54099/aijbs.v5i2.1366Keywords:
Rebranding, Twitter Change, User Satisfaction, X Premium, Social Media, New MediaAbstract
This research was conducted to find out the extent to which Premium X account users are satisfied with the changes made to Twitter. The formulation of the problem in this study is the extent to which twitter changes affect the satisfaction of X Premium account users.The purpose of this study was to find out the sentiment of X Premium account holders regarding the latest changes to Twitter. Random sampling and quantitative methodologies that adhere to a positivist perspective were implemented by the researchers in this investigation. Deductive analysis is often applied in quantitative research, which is characterized by a more descriptive nature. The population of this study, consisting of X (Twitter) users who have used X Premium, in an unknown number. The probability sampling technique used Random Sampling with Random Sampling Area, with the number of samples calculated based on the lemeshow formula totaling 68 respondents.This investigation is considered to have no inherent value; Its main purpose is to measure and analyze the correlation between various factors. The t-calculated value was 9.388 with a t-table of 1.668 and a significant value of 0.05, as determined by the results of the basic linear regression test and the partial significance test. Thus, we can reject H0 and accept H1. The determination coefficient test showed that a 57.2% change in Twitter significantly improved user satisfaction (R squared = 0.572). This shows that the user satisfaction variable with the X Premium account in the Bekasi area and the Twitter modification variable are statistically significantly correlated. Based on the observations, user X (Twitter) will be satisfied if the changes that occur are as expected. This is supported by the Uses and Gratifications Theory, this theory is an approach in communication research that emphasizes the role of the audience in choosing and using the media to meet their needs and desires. This study shows that t-count 9,288 t-table 1,668 means that the Twitter change variable (X) has a significant effect on the user satisfaction variable (Y). Thus H0 is rejected and H1 is accepted.
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