sulistiani, sulistiani (2018) ANALISIS ISI PUBLIKASI MELALUI INSTAGRAM KRL COMMUTER LINE (Periode April-Mei 2018). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
ABSTRACT The development of technology and communication media that support information dissemination facilities. According to Harold Laswell, the notion of communication itself is "(a good way to describe communication is to answer the following questions) Who Says What In Which Channels To Whom With Effect?" Or Who Says What With Channels To Who With How to Influence ? The reading interest in Indonesia is still very low, which is only 0,0001 percent of the survey conducted by UNESCO, now the habit of reading news and searching for information has changed to new media, one of them is Instagram. The results of the WeAreSocial.net and Hootsuite survey, Instagram is the seventh most social media platform in the world and based on the survey results from the Indonesian Internet Service Providers Association (APJII) in 2016 stated that 31.3 million internet users sought information, updated information through one of the social media channels is Instagram, so KRL Commuter Line realizes the importance of managing publications on Instagram. This study aims to determine the content analysis of publications via Instagram KRL Commuter Line in the period April - May 2018. This type of research uses quantitative methods with descriptive research types. The method used is quantitative content analysis. The results showed that Instagram publications KRL Commuter Line had a tendency to fill informative messages 96.6%, with an appeal of 85.4% emotional messages, using clear and correct 100% message delivery techniques and using one-sided message structures 69.7%. It is expected that KRL Commuter Line will be able to improve the content of publications better and according to the target audience so that the objectives of publication can be achieved optimally. Hopefully this research can be used as a reference for similar research. Keywords : publications, messages, new media, Instagram ABSTRAK Berkembangnya teknologi dan media komunikasi yang menunjang fasilitas penyebaran informasi. Menurut Harold Laswell, pengertian komunikasi itu sendiri adalah “(cara yang baik untuk menggambarkan komunikasi adalah dengan menjawab pertanyaan-pertanyaan berikut) Who Says What In Which Channel To Whom With What Effect?’ atau Siapa Mengatakan Apa Dengan Saluran Apa Kepada Siapa Dengan Pengaruh Bagaimana?”. Minat baca di Indonesia yang masih sangat rendah, yaitu baru 0,0001 persen dari survey yang dilakukan UNESCO, saat ini kebiasaan membaca berita dan mencari informasi telah berubah ke new media salah satunya Instagram. Hasil survei WeAreSocial.net dan Hootsuite, Instagram merupakan platform media sosial dengan jumlah pengguna terbanyak ke tujuh di dunia dan berdasarkan hasil survey dari Asosiasi Penyelenggara Jasa Internet Indonesia (APJII) pada 2016 menyatakan bahwa 31,3 juta pengguna internet mencari informasi, memperbarui informasi melalui kanal sosial media salah satunya instagram sehingga KRL Commuter Line menyadari pentingnya mengelola publikasi di Instagram. Penelitian ini bertujuan untuk mengetahui analisis isi publikasi melalui Instagram KRL Commuter Line pada periode bulan April – Mei 2018. Jenis penelitian ini menggunakan metode kuantitatif dengan tipe penelitian deskriptif. Metode yang digunakan adalah analisis isi kuantitatif. Hasil penelitian menunjukkan bahwa publikasi Instagram KRL Commuter Line memiliki kecenderungan isi pesan informatif 96.6%, dengan daya tarik pesan emosional 85.4%, yang menggunakan teknik penyampaian pesan secara clear dan correct 100% serta menggunakan struktur pesan satu sisi 69.7%. Diharapkan KRL Commuter Line mampu meningkatkan isi publikasi yang lebih baik dan sesuai target khalayak sehingga tujuan publikasi dapat tercapai dengan maksimal. Semoga penelitian ini dapat digunakan sebagai bahan referensi penelitian sejenis. Kata kunci : publikasi, pesan, new media, Instagram
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