PUTRI, THASYA AULIA (2026) STRATEGI KOMUNIKASI HUMAS LEMBAGA KEBIJAKAN PENGADAAN BARANG/JASA PEMERINTAH DALAM MEMBANGUN CITRA MELALUI MEDIA SOSIAL INSTAGRAM @LKPP_RI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of social media encourages government agencies to build faster, more open, and interactive public communication. The Government Goods/Services Procurement Policy Agency (LKPP) utilizes Instagram @lkpp_ri as a digital communication channel to deliver procurement policy education, program publications, and build the institution's image in the digital space. This study aims to analyze LKPP's Public Relations communication strategy in building the institution's image through Instagram @lkpp_ri in the period October– December 2025 using the Cutlip, Center, and Broom public relations strategy framework that includes fact finding, planning, action and communication, and evaluation. This study is within the post-positivism paradigm and uses descriptive qualitative methods. Data were collected through in-depth interviews and nonparticipatory observation of communication activities on the Instagram account @lkpp_ri, then analyzed using the Miles and Huberman model. The results of the study indicate that the LKPP Public Relations communication strategy has been structured and consistent according to the stages of the public relations strategy, seen from the efforts to map information needs and audience characteristics as a basis for determining messages, theme planning and content management that emphasizes the consistency of the institution's identity, communication implementation through the use of various Instagram content formats for policy education and activity publications, and evaluation of communication effectiveness based on audience responses and engagement as material for subsequent content improvements. Overall, the implementation of public relations strategies through Instagram @lkpp_ri contributes to building the image of LKPP as an informative, adaptive, and close-to-the-public institution, but strengthening the quality of more dialogic interactions and consistent responses to the audience still need to be improved so that a positive image can be maintained more optimally and sustainably. Keywords: Communication Strategy, Government Public Relations, Instagram, Cyber Pr, Institutional Image. Perkembangan media sosial mendorong instansi pemerintah membangun komunikasi publik yang lebih cepat, terbuka, dan interaktif. Lembaga Kebijakan Pengadaan Barang/Jasa Pemerintah (LKPP) memanfaatkan Instagram @lkpp_ri sebagai kanal komunikasi digital untuk menyampaikan edukasi kebijakan pengadaan, publikasi program, serta membangun citra institusi di ruang digital. Penelitian ini bertujuan menganalisis strategi komunikasi Humas LKPP dalam membangun citra institusi melalui Instagram @lkpp_ri pada periode Oktober– Desember 2025 dengan menggunakan kerangka strategi kehumasan Cutlip, Center, dan Broom yang mencakup fact finding, planning, action and communication, serta evaluation. Penelitian ini berada dalam paradigma post-positivisme dan menggunakan metode kualitatif deskriptif. Data dikumpulkan melalui wawancara mendalam dan observasi non partisipatif terhadap aktivitas komunikasi pada akun Instagram @lkpp_ri, kemudian dianalisis menggunakan model Miles dan Huberman. Hasil penelitian menunjukkan bahwa strategi komunikasi Humas LKPP telah berjalan terstruktur dan konsisten sesuai tahapan strategi kehumasan, terlihat dari upaya pemetaan kebutuhan informasi dan karakter audiens sebagai dasar penentuan pesan, perencanaan tema serta pengelolaan konten yang menonjolkan konsistensi identitas lembaga, pelaksanaan komunikasi melalui pemanfaatan beragam format konten Instagram untuk edukasi kebijakan dan publikasi kegiatan, serta evaluasi efektivitas komunikasi berdasarkan respons dan keterlibatan audiens sebagai bahan perbaikan konten berikutnya. Secara keseluruhan, penerapan strategi kehumasan melalui Instagram @lkpp_ri berkontribusi dalam membangun citra LKPP sebagai institusi yang informatif, adaptif, dan dekat dengan publik, namun penguatan kualitas interaksi yang lebih dialogis dan konsistensi respons terhadap audiens masih perlu ditingkatkan agar citra positif dapat terjaga secara lebih optimal dan berkelanjutan. Kata Kunci : Strategi Komunikasi, Humas Pemerintah, Instagram , Cyber Pr, Citra Institusi.
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