PRICILLA, NADYA FEBRIANA (2025) STRATEGI KOMUNIKASI MEDIA SOSIAL INSTAGRAM @BEACUKAIPRIOK SEBAGAI SARANA EDUKASI KEPABEANAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to find out the communication strategy of Instagram @beacukaipriok as a tool for customs education and the obstacles faced in carrying out its strategy. In the literature review section, this research examines five previous studies with theoretical discussions including communication, communication strategy, public relations, government public relations strategy, Instagram, and customs concepts. The constructivist paradigm is the basis in this research which uses a qualitative approach and utilizes the case study method to explore problems in depth. The number of informants is four people, consisting of two employees from the Information Services Section as internal informants and two external followers of the Instagram account @beacukaipriok. Data collection techniques include indepth interviews, observation, documentation, and literature study, while the analysis technique is done by applying thematic analysis technique. For data validity checking techniques, this research uses source triangulation and method triangulation. The research results show that Instagram @beacukaipriok plays a strategic role as a customs education media. The communication strategy of Instagram @beacukaipriok is carried out through annual agenda planning, team task division, with stages including issue identification to monitoring and evaluation. Findings also reveal friendly, communicative, creative, consistent content, and following trends, with reels and infographics as the most liked formats. However, obstacles were found such as limited two way interaction, lack of content based on real cases, lack of preventive education about fraud methods, technical terms still not simplified enough, under exploration of interactive features, integrated publication calendar with evaluation, and uniform content publication across platforms without audience differentiation. Keywords: Communication strategies, social media, Instagram, customs education Penelitian ini bertujuan untuk mengetahui strategi komunikasi Instagram @beacukaipriok sebagai sarana edukasi kepabeanan serta hambatan yang dihadapi dalam pelaksanaan strateginya. Dalam bagian tinjauan pustaka, penelitian ini menelaah lima penelitian terdahulu dengan kajian teoritis meliputi komunikasi, strategi komunikasi, public relations, strategi public relations pemerintah, Instagram, dan konsep kepabenan. Paradigma konstruktivis menjadi dasar dalam penelitian ini yang menggunakan pendekatan kualitatif dan memanfaatkan metode studi kasus untuk mengeksplorasi permasalahan secara mendalam. Jumlah informan sebanyak empat orang, terdiri dari dua pegawai Seksi Layanan Informasi sebagai informan internal dan dua pengikut eksternal akun Instagram @beacukaipriok. Teknik pengumpulan data mencakup wawancara mendalam, observasi, dokumentasi, dan studi literatur, sedangkan teknik analisisnya dilakukan dengan menerapkan teknik analisis tematik. Untuk teknik pemeriksaan keabsahan data, penelitian ini menggunakan triangulasi sumber dan triangulasi metode. Hasil penelitian menunjukkan Instagram @beacukaipriok berperan strategis sebagai media edukasi kepabeanan. Strategi komunikasi Instagram @beacukaipriok dilaksanakan melalui perencanaan agenda tahunan, pembagian tugas tim, dengan tahapan meliputi identifikasi isu hingga monitoring dan evaluasi. Temuan juga mengungkapkan konten ramah, komunikatif, kreatif, konsisten, dan mengikuti tren, dengan reels serta infografis sebagai format yang paling diminati. Namun ditemukan hambatan berupa interaksi dua arah masih terbatas, kurangnya konten berbasis kasus nyata, kurangnya edukasi preventif mengenai modus penipuan, istilah teknis masih kurang disederhanakan, penggunaan fitur interaktif kurang dieksplorasi, penyusunan kalender penerbitan yang terintegrasi dengan evaluasi, dan publikasi konten seragam lintas platform tanpa pembeda audiens. Kata Kunci : Strategi komunikasi, media sosial, Instagram, edukasi kepabeanan
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