PENGARUH MEDIA SOSIAL INSTAGRAM TERHADAP CITRA PT KERETA COMMUTER INDONESIA (KCI) Survei Pada Followers Akun Instagram Commuterline Tahun 2024

Heni, Fitria Nugra (2024) PENGARUH MEDIA SOSIAL INSTAGRAM TERHADAP CITRA PT KERETA COMMUTER INDONESIA (KCI) Survei Pada Followers Akun Instagram Commuterline Tahun 2024. S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Citra mencerminkan tanggapan masyarakat, baik positif maupun negatif, terhadap individu, kelompok, atau institusi tertentu. Strategi public relations berperan penting dalam membentuk dan memelihara citra ini. Saat ini, media sosial, terutama Instagram, memainkan peran signifikan dalam membentuk citra melalui interaksi dan opini publik. Dalam konteks transportasi Indonesia, Kereta Commuter Indonesia (KCI) menjadi vital sebagai tulang punggung mobilitas perkotaan. Namun, tantangan terkait kualitas layanan dan insiden tertentu memengaruhi citra KCI, di mana ketidakpuasan penumpang yang tidak segera diatasi dapat memperburuk citra, sedangkan peningkatan layanan dapat memperkuat posisinya sebagai solusi utama transportasi perkotaan di Indonesia. Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan Instagram @commuterline dalam membangun citra PT Kereta Commuter Indonesia di mata followers. Teori yang digunakan adalah teori Stimulus-Organisme-Respon (SOR). Penelitian ini menggunakan metode kuantitatif dengan pendekatan eksplanatif. Populasi penelitian adalah followers Instagram @commuterline sebanyak 363,777 per 20 Februari 2024, dengan sampel 100 responden yang dipilih menggunakan purposive sampling. Data dikumpulkan melalui kuesioner online yang disebarkan kepada sampel. Hasil penelitian menunjukkan bahwa penggunaan Instagram @commuterline memiliki pengaruh signifikan dalam membangun citra PT Kereta Commuter Indonesia. Penggunaan Media Sosial (X) berpengaruh positif dan signifikan terhadap citra (Y) dengan besaran pengaruh 86,2%. Berdasarkan hasil uji T, nilai t hitung sebesar 24,717 dengan t tabel 1,984. Nilai sig. sebesar 0,000 menunjukkan bahwa penggunaan media sosial berpengaruh signifikan terhadap citra karena lebih kecil dari 0,05. Kesimpulannya, Instagram sebagai media digital public relations berperan penting dalam membentuk citra PT Kereta Commuter Indonesia. Dengan pemanfaatan Instagram yang efektif, PT KCI mampu menciptakan tanggapan positif dari khalayak. Namun, untuk meningkatkan kualitas pelayanan dan mengurangi persepsi negatif, PT KCI perlu terus mengoptimalkan komunikasi dan respons terhadap keluhan pelanggan di media sosial. Image reflects public responses, both positive and negative, towards individuals, groups, or institutions. Public relations strategies play a crucial role in shaping and maintaining this image. Today, social media, particularly Instagram, plays a significant role in shaping image through interactions and public opinions. In the context of Indonesian transportation, Kereta Commuter Indonesia (KCI) is vital as the backbone of urban mobility. However, challenges related to service quality and various incidents impact KCI's image. Passenger dissatisfaction that is not promptly addressed can worsen KCI's image, while improvements in service can strengthen its position as the primary solution for urban transportation in Indonesia. This study aims to determine the impact of Instagram @commuterline on building the image of PT Kereta Commuter Indonesia among its followers. The theory used in this study is the Stimulus-Organism-Response (SOR) theory. The research employs a quantitative method with an explanatory approach. The population of the study consists of Instagram @commuterline followers totaling 363,777 as of February 20, 2024, with a sample of 100 respondents selected through purposive sampling. Data was collected via an online questionnaire distributed to the sample. The results show that the use of Instagram @commuterline has a significant impact on building the image of PT Kereta Commuter Indonesia. Social Media Use (X) positively and significantly affects the image (Y) with an impact size of 86.2%. Based on the T-test results, the t-value is 24.717 with a t- table value of 1.984. The significance value of 0.000 indicates that social media usage has a significant effect on the image, as it is smaller than 0.05. In conclusion, Instagram as a digital public relations medium plays an important role in shaping the image of PT Kereta Commuter Indonesia. With effective use of Instagram, PT KCI can create positive responses from the public. However, to improve service quality and reduce negative perceptions, PT KCI needs to continuously optimize communication activities and responses to customer complaints on social media.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44219110052
Uncontrolled Keywords: Penggunaan Media Sosial, Konten, Citra Perusahaan, Instagram Social Media Usage, Content, Corporate Image, Instagram
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: SILMI KAFFA MARISKA
Date Deposited: 26 Aug 2024 04:54
Last Modified: 26 Aug 2024 04:54
URI: http://repository.mercubuana.ac.id/id/eprint/90732

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