ANALYSIS OF INSTAGRAM BESA UPI VISUAL CONTENT AND VISUAL LITERACY AMONG BUSINESS EDUCATION 2023

Abstract

This study investigates how structured visual content shared by BESA UPI on Instagram influences visual literacy among Business Education undergraduates at Universitas Pendidikan Indonesia. Despite Indonesia having over 103 million Instagram users, research exploring its educational role remains limited. Using a quantitative explanatory design, data were collected from 73 students (73.97% female, aged 20-30) from the Business Education Study Program, class of 2023, selected through purposive sampling. Participants actively engaged with BESA posts at least three times weekly over three months. A validated 16-item questionnaire measured visual content quality (6 items) and visual literacy (10 items) using a five-point Likert scale. Validity was confirmed through Pearson correlation (r > 0.205, p < 0.01) and reliability through Cronbach's alpha (α = 0.892 and 0.915). Data were analyzed using simple linear regression in SPSS 26. Results revealed a significant positive effect of Instagram visual content on visual literacy (β = 1.170, R² = 0.531, p < 0.001), explaining 53.1% of variance in students' literacy skills. These findings support Visual Grammar Theory and Visual Literacy Theory, confirming that intentionally designed educational visuals enhance interpretive, analytical, and creative competencies. The study concludes that student organization social media functions as effective pedagogical infrastructure. Institutions should invest in professional, theory-driven content creation to strengthen visual literacy in digital learning environments, preparing students for visual-centric professional contexts.