The RELATIONSHIP BETWEEN INTENSITY OF SOCIAL MEDIA USE AND LEVEL OF STUDENT TRUST IN ORGANIZATIONAL PUBLIC RELATIONS INFORMATION

Abstract

This study aims to determine the relationship between the intensity of social media use and the level of student trust in organizational public relations information. The method used is a quantitative approach with a survey technique, using a Likert scale questionnaire (1–5). Respondents consisted of 30 students from several universities in Indonesia selected using purposive sampling. Data analysis was conducted using Pearson correlation. The results showed a correlation value of r = 0.586, indicating a moderately strong positive relationship between the two variables. Social media use intensity contributed 34.4% to student trust levels, while the remaining 65.6% was influenced by other factors not examined in this study. The test results indicate this relationship is statistically significant, so H₁ is accepted. In conclusion, the higher the intensity of students’ social media use, the higher their tendency to trust information conveyed by organizational public relations through digital platforms.