PUTRI, DIVA LOVELIA WIDITAMI (2026) PENGARUH PENGGUNAAN MEDIA SOSIAL INSTAGRAM @smk_mediainformatika TERHADAP CITRA SMK MEDIA INFORMATIKA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of social media use of Instagram @smk_mediainformatika on the image of SMK Media Informatika. This research is motivated by the increasing importance of social media as a means of communication, information dissemination, publication, and promotion for educational institutions in building and maintaining a positive image. This study applies the Stimulus-Response (S-R) theory as the grand theory, which explains that a stimulus in the form of messages or information received through media may generate a response from the recipient. This research employed a quantitative approach using a survey method. The population consisted of followers of the Instagram account @smk_mediainformatika, with a sample of 98 respondents selected using purposive sampling. Data were collected through a questionnaire using a Likert scale. The data were analyzed using simple linear regression, t-test, correlation analysis, and coefficient of determination. The results showed that the use of Instagram @smk_mediainformatika had a positive and significant effect on the image of SMK Media Informatika. This was indicated by a significance value of 0.000 < 0.05, meaning that H0 was rejected and H1 was accepted. The correlation coefficient of 0.394 indicated a positive relationship between Instagram use and the school's image. Meanwhile, the coefficient of determination of 0.159 indicated that Instagram use contributed 15.9% to the formation of SMK Media Informatika's image, while the remaining 84.1% was influenced by other factors outside the study. These findings indicate that Instagram plays a role in shaping the school's image; however, more optimal management and communication strategies by the Public Relations team are still needed. Keywords: organisational communication, public trust crisis, Civil Service, Government Public Relations, Image Restoration Theory. Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan media sosial Instagram @smk_mediainformatika terhadap citra SMK Media Informatika. Penelitian ini dilatarbelakangi oleh semakin pentingnya media sosial sebagai sarana komunikasi, penyampaian informasi, publikasi, dan promosi bagi institusi pendidikan dalam membangun dan mempertahankan citra positif. Penelitian ini menggunakan teori Stimulus-Response (S-R) sebagai grand theory yang menjelaskan bahwa stimulus berupa pesan atau informasi yang diterima melalui media dapat menimbulkan respons pada penerima. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode survei. Populasi penelitian merupakan pengikut akun Instagram @smk_mediainformatika dengan jumlah sampel sebanyak 98 responden yang ditentukan menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan skala Likert. Analisis data menggunakan regresi linear sederhana, uji t, analisis korelasi, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa penggunaan media sosial Instagram @smk_mediainformatika berpengaruh positif dan signifikan terhadap citra SMK Media Informatika. Hal tersebut ditunjukkan melalui nilai signifikansi sebesar 0,000 < 0,05, sehingga H0 ditolak dan H1 diterima. Nilai koefisien korelasi sebesar 0,394 menunjukkan adanya hubungan positif antara penggunaan Instagram dan citra sekolah. Sementara itu, nilai koefisien determinasi sebesar 0,159 menunjukkan bahwa penggunaan Instagram memberikan kontribusi sebesar 15,9% terhadap citra SMK Media Informatika, sedangkan 84,1% dipengaruhi oleh faktor lain di luar penelitian. Hasil penelitian menunjukkan bahwa Instagram berperan dalam pembentukan citra sekolah, namun masih diperlukan pengelolaan dan strategi komunikasi yang lebih optimal dari tim Humas. Kata kunci: Instagram, Media Sosial, Citra Sekolah, Humas, Komunikasi
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