ANALISIS STRATEGI PENGELOLAAN AKUN INSTAGRAM @dishub_tangsel OLEH HUMAS DINAS PERHUBUNGAN KOTA TANGERANG SELATAN

Muhammad Rafli Faturrahman, . (2026) ANALISIS STRATEGI PENGELOLAAN AKUN INSTAGRAM @dishub_tangsel OLEH HUMAS DINAS PERHUBUNGAN KOTA TANGERANG SELATAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research on the use of social media by government institutions has been widely conducted; however, studies that analyze the management strategies of Instagram accounts, particularly those of the Department of Transportation of South Tangerang City, remain relatively limited. This study aims to analyze the social media management strategy implemented by the Public Relations Division of the Department of Transportation of South Tangerang City through the Instagram account @dishub_tangsel as a digital public service medium. Along with the increasing public demand for fast, transparent, and interactive access to information, social media has become a strategic platform for government institutions to disseminate information and establish two-way communication with the public. This study employs a qualitative approach using a descriptive method, with data collected through in-depth interviews, observation, and documentation of the management activities of the @dishub_tangsel Instagram account. Data analysis was conducted using the Miles and Huberman model and examined through the framework of The Circular Model of SOME, which consists of the share, optimize, manage, and engage aspects. The findings indicate that Instagram has been utilized by the Public Relations Division as a medium for delivering transportation service information, traffic safety education, and institutional activity publication; however, several challenges remain in its implementation, particularly in terms of audience engagement and the optimization of two-way interaction with the public. Limitations in human resources and suboptimal response management are identified as the main factors affecting the effectiveness of digital public communication. This study is expected to contribute academically to the field of digital public communication studies and practically serve as an evaluative reference for government institutions in managing social media in a more strategic and responsive manner.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 1910411255] [Pembimbing: Yani Hendrayani] [Penguji 1: Yudie Aprianto] [Penguji 2: Garcia Krisnando Nathanael]
Uncontrolled Keywords:	Social Media Management, Government Public Relations, Instagram, Public Service, The Circular Model of SOME
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User:	MUHAMMAD RAFLI FATURRAHMAN
Date Deposited:	05 May 2026 07:59
Last Modified:	05 May 2026 07:59
URI:	http://repository.upnvj.ac.id/id/eprint/42950

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