RAHMAT, IHYA ULUMUDDIN (2025) STRATEGI CYBER PUBLIC RELATION RSIA MUHAMMADIYAH CIPONDOH DALAM MENINGKATKAN ENGAGEMENT (STUDI KASUS INSTAGRAM @RSIAPKUMUHAMMADIYAHCIPONDOH). S2 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (792kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
BAB I.pdf Restricted to Registered users only Download (513kB) |
|
|
Text (BAB II)
BAB II.pdf Restricted to Registered users only Download (448kB) |
|
|
Text (BAB III)
BAB III.pdf Restricted to Registered users only Download (184kB) |
|
|
Text (BAB IV)
BAB IV.pdf Restricted to Registered users only Download (1MB) |
|
|
Text (BAB V)
BAB V.pdf Restricted to Registered users only Download (39kB) |
|
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (160kB) |
|
|
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Registered users only Download (378kB) |
Abstract
This research is motivated by the growing role of social media in shaping the image of institutions, including hospitals. RSIA Muhammadiyah Cipondoh, as part of the Muhammadiyah charitable enterprise, has a unique characteristic: it is independently managed without external investor support and relies on Muhammadiyah cadres for both operations and service development. This condition requires an effective communication strategy, where Instagram serves as the main channel for Cyber Public Relations (Cyber PR) to strengthen institutional image, enhance digital engagement, and build public trust. The purpose of this study is to analyze the Cyber PR strategies of RSIA Muhammadiyah Cipondoh in increasing engagement on Instagram and establishing a positive public image. The research applies Cyber Public Relations theory, the Circular Model of SOME, and the concept of Social Media Engagement. It adopts a constructivist paradigm with a qualitative case study approach. Data were collected through in-depth interviews, documentation of digital content, and literature review. The analysis was conducted using Miles and Huberman’s interactive model. The findings indicate that the hospital’s Cyber PR strategies include the development of educational content, consistent posting schedules, strengthening digital interactions through comments and direct messages, as well as managing public feedback to improve services. These strategies reflect adaptive, transparent, and community-oriented two-way communication. Their implementation not only increases Instagram engagement but also reinforces the hospital’s Islamic values, service professionalism, and public trust. Thus, this study highlights the strategic role of Muhammadiyah’s independent-based Cyber PR in building a positive image of healthcare institutions in the digital era. Keywords: Cyber Public Relations, Engagement, Instagram, Image, RSIA Muhammadiyah Cipondoh Penelitian ini dilatarbelakangi oleh meningkatnya peran media sosial dalam membangun citra lembaga, termasuk rumah sakit. RSIA Muhammadiyah Cipondoh sebagai Amal Usaha Muhammadiyah memiliki karakteristik unik, yaitu dikelola mandiri tanpa dukungan investor eksternal dan mengandalkan kader dalam operasional maupun pengembangan layanan. Kondisi ini menuntut strategi komunikasi yang efektif, di mana Instagram digunakan sebagai kanal utama Cyber Public Relations (Cyber PR) untuk memperkuat citra, meningkatkan keterlibatan digital, serta membangun kepercayaan public. Tujuan penelitian ini adalah menganalisis strategi Cyber PR RSIA Muhammadiyah Cipondoh dalam meningkatkan engagement di Instagram dan membentuk citra positif di mata masyarakat. Penelitian ini menggunakan teori Cyber Public Relations, Circular Model of SOME, dan Social Media Engagement. Paradigma yang digunakan adalah konstruktivis dengan pendekatan kualitatif studi kasus. Data diperoleh melalui wawancara mendalam, dokumentasi konten digital, serta kajian literatur. Analisis dilakukan dengan model interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa strategi Cyber PR rumah sakit meliputi penyusunan konten edukatif, penjadwalan unggahan yang konsisten, penguatan interaksi digital melalui komentar dan direct message, serta pengelolaan feedback publik untuk perbaikan layanan. Strategi tersebut mencerminkan komunikasi dua arah yang adaptif, transparan, dan berorientasi pada kebutuhan masyarakat. Implementasi ini tidak hanya meningkatkan engagement di Instagram, tetapi juga memperkuat citra Islami, profesionalitas layanan, serta kepercayaan publik terhadap rumah sakit. Dengan demikian, penelitian ini menegaskan peran strategis Cyber PR berbasis kemandirian Muhammadiyah dalam membangun citra positif lembaga kesehatan di era digital. Kata Kunci: Cyber Public Relations, Engagement, Instagram, Citra, RSIA Muhammadiyah Cipondoh
Actions (login required)
 |
View Item |
