PENGELOLAAN MEDIA SOSIAL INSTAGRAM @KALOGISTICS DALAM UPAYA MENINGKATKAN CITRA PT. KAI LOGISTIK

SYARIFAH KURNIATIE, . (2025) PENGELOLAAN MEDIA SOSIAL INSTAGRAM @KALOGISTICS DALAM UPAYA MENINGKATKAN CITRA PT. KAI LOGISTIK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini mengkaji pengelolaan media sosial Instagram @kalogistics dalam upaya meningkatkan citra PT. KAI Logistik. Menggunakan metode penelitian kualitatif deskriptif, studi ini bertujuan untuk memahami secara mendalam bagaimana strategi komunikasi diterapkan melalui platform Instagram. Pemilihan informan dilakukan dengan teknik purposive sampling, melibatkan tiga individu kunci dari divisi public relations PT. KAI Logistik: Manajer public relations, spesialis public relations eksternal, dan staf public relations eksternal. Data dikumpulkan melalui wawancara mendalam, observasi langsung terhadap akun Instagram @kalogistics, dan analisis dokumentasi terkait. Hasil penelitian menunjukkan bahwa pengelolaan akun Instagram @kalogistics secara komprehensif didasarkan pada empat komponen utama dari konsep Chris Heuer: Context (Konteks), Communications (Komunikasi), Collaborations (Kolaborasi), dan Connections (Koneksi). Dalam aspek konteks, PT. KAI Logistik menyajikan informasi terbaru, pencapaian perusahaan, serta aktivitas formal dan non-formal dalam format konten yang menarik dan relevan, seperti feed dan reels, didukung oleh caption yang persuasif untuk menarik perhatian publik dan membangun citra positif. Komunikasi melibatkan proses internal yang ketat untuk setiap postingan, termasuk persetujuan pimpinan dan diskusi tim guna memastikan narasi dan visual tidak menimbulkan persepsi negatif, serta interaksi dua arah dengan pengikut melalui komentar dan direct message, dengan kritik dijadikan bahan evaluasi. Kolaborasi dilakukan secara aktif dengan berbagai pihak, termasuk gerai KALOG dan akun media sosial terkait lainnya, untuk memperluas jangkauan informasi, meningkatkan insight, dan engagement rate akun Instagram. Terakhir, Koneksi adalah elemen krusial yang memastikan keberlanjutan kolaborasi dan efektivitas komunikasi, di mana PT. KAI Logistik menjaga hubungan baik dengan pihak-pihak yang berkolaborasi melalui komunikasi yang sopan, penghargaan, dan kegiatan rutin seperti rapat koordinasi atau bimbingan teknis bagi admin akun terkait, memastikan informasi tersegmentasi secara menyeluruh dan mendorong peningkatan viewers serta likes. Meskipun pengelolaan media sosial telah optimal, upaya peningkatan citra masih menghadapi tantangan berupa perbedaan pandangan audiens terhadap konten yang diunggah. Penelitian ini menyimpulkan bahwa sinergi keempat aspek tersebut memungkinkan PT. KAI Logistik untuk secara konsisten menyebarkan informasi, berinteraksi dengan publik, serta mempertahankan dan meningkatkan citra dan kepercayaan publik di tengah dinamika era digital. Kata Kunci: Citra Perusahaan, Instagran, Kualitatif Deskriptif, Pengelolaan Media Sosial, Purposive Sampling, Public Relations. ***** This study examines the management of the Instagram account @kalogistics in an effort to improve the image of PT. KAI Logistik. Using descriptive qualitative research methods, this study aims to understand in-depth how communication strategies are implemented through the Instagram platform. Informants were selected using a purposive sampling technique, involving three key individuals from PT. KAI Logistik's Public Relations division: the Public Relations Manager, the External Public Relations Specialist, and the External Public Relations Staff. Data were collected through in-depth interviews, direct observation of the @kalogistics Instagram account, and analysis of related documentation. The results indicate that the comprehensive management of the @kalogistics Instagram account is based on the four main components of Chris Heuer's concept: Context, Communications, Collaborations, and Connections. Within the Context aspect, PT. KAI Logistik presents the latest information, company achievements, and formal and informal activities in engaging and relevant content formats, such as feeds and reels, supported by persuasive captions to attract public attention and build a positive image. Communication involves a rigorous internal process for each post, including leadership approval and team discussions to ensure narratives and visuals do not create negative perceptions, as well as two-way interaction with followers through comments and direct messages, with criticism being used as a basis for evaluation. Collaboration is actively conducted with various parties, including KALOG outlets and other related social media accounts, to expand information reach, increase insights, and increase Instagram account engagement. Finally, Connection is a crucial element ensuring the sustainability of collaboration and effective communication. PT. KAI Logistik maintains good relationships with collaborators through polite communication, appreciation, and regular activities such as coordination meetings or technical guidance for related account administrators, ensuring information is comprehensively segmented and encouraging an increase in views and likes. Despite optimal social media management, image-building efforts still face challenges in the form of differing audience views on uploaded content. This study concludes that the synergy of these four aspects enables PT. KAI Logistik to consistently disseminate information, interact with the public, and maintain and enhance its image and public trust amidst the dynamics of the digital era. Keywords: Corporate Image, Instagram, Descriptive Qualitative, Social Media Management, Purposive Sampling, Public Relations.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Mentari Anugrah Imsa, M.Si. ; 2). Qoryna Noer S. El Farabi, S.I.Kom., M.Si.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Syarifah Kurniatie .
Date Deposited:	29 Jul 2025 07:20
Last Modified:	29 Jul 2025 07:20
URI:	http://repository.unj.ac.id/id/eprint/56907

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