Institutional Repository UIN Sunan Kalijaga YogyakartaPENGARUH MENGAKSES KONTEN INSTAGRAM @KALIS. MARDIASIH DAN NORMA SUBYEKTIF TERHADAP PERILAKU EMANSIPASI PEREMPUAN AKTIVIS ORGANISASI PEREMPUAN MUSLIM DI YOGYAKARTANIM.: 24202011020Yusrotul AmaliaauthorThe rise of social media has created a space for the dissemination of ideas about gender equality, including through the Instagram account @kalis.mardiasih. In addition to social media exposure, women’s emancipatory behavior is also influenced by subjective norms from their social environment. This study employs the Theory of Reasoned Action (TRA), which posits that individual behavior is influenced by attitudes and subjective norms. The study aims to analyze the influence of the frequency of accessing the Instagram account @kalis.mardiasih and subjective norms on the emancipatory behavior of Muslim women in Yogyakarta. The study employs a quantitative approach using a survey method. The study population consists of Muslim women who are members or administrators of religious organizations in Yogyakarta, namely Nahdlatul Ulama (NU), Muhammadiyah, and the Indonesian Islamic Da’wah Institute (LDII). The sample comprised 100 respondents selected using purposive sampling. Data were collected through a questionnaire and analyzed using multiple linear regression. The results of the study indicate that the frequency of accessing the Instagram account @kalis.mardiasih has a positive and significant effect on the emancipatory behavior of Muslim women in Yogyakarta. Subjective norms also have a positive and significant effect on the emancipatory behavior of Muslim women. Simultaneously, both independent variables have a positive and significant effect on women’s emancipatory behavior, with a coefficient of determination of 65.7%, while the remaining 34.3% is influenced by other factors outside the scope of this study. The results of this study indicate that social media serves as a source for shaping knowledge and attitudes regarding gender equality, while subjective norms function as social support that reinforces the application of emancipatory values in daily life.302.231 Media Komunikasi, Media Massa, Media Sosial2026-07-29UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis

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