Strategi Komunikasi Digital Samsat Soreang di Instagram
DOI:
https://doi.org/10.29313/bcspr.v6i2.24174Keywords:
Komunikasi Digital, Hubungan Masyarakat Pemerintah, Media Sosial Instagram Pelayanan PublikAbstract
Abstract. The rapid development of digital communication has transformed government public communication practices into more interactive and adaptive models. However, in the context of tax services, information dissemination still faces challenges due to the complexity of messages and low public engagement on social media. This study aims to analyze the digital communication strategy implemented by the administrator of the Instagram account @samsatsoreang in delivering motor vehicle tax service information. This research employs a qualitative descriptive approach with a case study method, grounded in a constructivist paradigm. Data were collected through in-depth interviews with key informants and documentation of social media content, then analyzed using data reduction, data display, and conclusion drawing. The findings reveal that the applied digital communication strategy is adaptive through an Agile Public Relations approach, characterized by flexible planning based on real-time field conditions, the use of a “semi-formal conversational” language style, and the hybridization of informative and humanistic content. Although public engagement appears relatively low, the account effectively functions as a responsive digital helpdesk in providing public service information. Furthermore, consistent and human-centered visual design enhances information readability and reduces public cognitive load. This study contributes to the development of government digital communication strategies oriented toward public service effectiveness.
Abstrak. Perkembangan komunikasi digital telah mendorong transformasi praktik komunikasi publik pemerintah menuju model yang lebih interaktif dan adaptif. Namun, dalam konteks pelayanan perpajakan, penyampaian informasi masih menghadapi tantangan berupa kompleksitas pesan serta rendahnya partisipasi masyarakat di media sosial. Penelitian ini bertujuan untuk menganalisis strategi komunikasi digital yang diterapkan oleh admin akun Instagram @samsatsoreang dalam menyampaikan informasi pelayanan pajak kendaraan bermotor. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus, berlandaskan paradigma konstruktivisme. Data diperoleh melalui wawancara mendalam dengan informan kunci dan dokumentasi konten media sosial, kemudian dianalisis melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi komunikasi digital yang diterapkan bersifat adaptif melalui pendekatan Agile Public Relations, dengan perencanaan fleksibel berbasis realitas lapangan, penggunaan gaya bahasa “formal santai”, serta penerapan hibridasi konten informatif dan humanis. Meskipun tingkat interaksi publik relatif rendah, akun ini efektif berfungsi sebagai helpdesk digital yang responsif dalam memberikan layanan informasi. Selain itu, pengelolaan desain visual yang konsisten dan humanis terbukti mampu meningkatkan keterbacaan informasi serta menurunkan beban kognitif masyarakat. Penelitian ini memberikan kontribusi dalam pengembangan komunikasi digital pemerintah berbasis pelayanan publik.
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