MULYANA, ALFIN (2025) STRATEGI KOMUNIKASI HUMAS DINAS LINGKUNGAN HIDUP PROVINSI DAERAH KHUSUS IBUKOTA JAKARTA DALAM MEMPUBLIKASIKAN PROGRAM JAKARTA SADAR SAMPAH MELALUI SOSIAL MEDIA INSTAGRAM @JAKARTASADARSAMPAH. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the digital era, social media has become the main medium for organizations, agencies, and government institutions to disseminate information widely and interactively. The DKI Jakarta Provincial Environmental Agency utilizes social media in the Jakarta Sadar Sampah Program as an important communication strategy, despite facing various challenges. This study analyzes the communication strategy implemented by the Public Relations of the DKI Jakarta Environmental Agency in publicizing the Program through Instagram @jakartasadarsampah. With a qualitative approach and descriptive method, this study refers to Anwar Arifin's communication strategy which includes determining the audience, compiling messages, determining methods, and selecting communication media. The results of the study show that the communication strategy used is quite effective. Determining the audience is based on the age, characteristics, and habits of the audience, especially teenagers and young adults (18-24 years). The compilation of messages is adjusted to content pillars such as Identity, Education, Collaboration, and Entertainment. The method of delivering messages through video and photo formats is packaged according to audience segmentation. Instagram was chosen as the main media with achievements that have developed gradually. The success of this strategy is also influenced by the implementation of two-way communication that strengthens community involvement in the Jakarta Sadar Sampah Program. Keywords: Communication Strategy, Public Relations, Publication, Instagram Dalam era digital, media sosial menjadi sarana utama bagi organisasi, instansi, dan lembaga pemerintahan dalam menyebarluaskan informasi secara luas dan interaktif. Dinas Lingkungan Hidup Provinsi DKI Jakarta memanfaatkan media sosial dalam Program Jakarta Sadar Sampah sebagai strategi komunikasi penting, meskipun menghadapi berbagai tantangan. Penelitian ini menganalisis strategi komunikasi yang diterapkan oleh Humas Dinas Lingkungan Hidup DKI Jakarta dalam mempublikasikan Program tersebut melalui Instagram @jakartasadarsampah. Dengan pendekatan kualitatif dan metode deskriptif, penelitian ini mengacu pada strategi komunikasi Anwar Arifin yang meliputi penentuan khalayak, penyusunan pesan, penetapan metode, serta pemilihan media komunikasi. Hasil penelitian menunjukkan bahwa strategi komunikasi yang digunakan cukup efektif. Penentuan khalayak didasarkan pada usia, karakteristik, dan kebiasaan audiens, khususnya remaja dan dewasa muda (18-24 tahun). Penyusunan pesan disesuaikan dengan pilar konten seperti Identitas, Edukasi, Kolaborasi, dan Hiburan. Metode penyampaian pesan melalui format video dan foto dikemas sesuai segmentasi audiens. Instagram dipilih sebagai media utama dengan pencapaian yang berkembang secara bertahap. Keberhasilan strategi ini juga dipengaruhi oleh penerapan komunikasi dua arah yang memperkuat keterlibatan masyarakat dalam Program Jakarta Sadar Sampah. Kata Kunci: Strategi Komunikasi, Hubungan Masyarakat, Publikasi, Instagram.
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