Strategi Komunikasi Publik Digital BBB BPJS Kesehatan di Instagram
DOI:
https://doi.org/10.29313/bcspr.v6i2.26161Keywords:
komunikasi publik digital, literasi kesehatan, edukasi layanan publikAbstract
Abstract. The rapid growth of digital media has transformed public communication practices within government institutions. Social media is increasingly utilized not only as a channel for information dissemination but also as a platform for public education and engagement. This study examines the implementation of the Buka, Baca, dan Bagikan (BBB) culture as a digital public communication strategy employed by BPJS Kesehatan Bandung Branch through its Instagram account, @bpjscabangbandung. Using a qualitative approach with an embedded single-case study design, data were collected through in-depth interviews, digital observation, and document analysis. The findings reveal that BPJS Kesehatan Bandung Branch adopts a communication strategy characterized by visual appeal, human-centered messaging, interactivity, and audience participation. The BBB concept is implemented through three stages: attracting audience attention (Buka), facilitating understanding of information (Baca), and encouraging the dissemination of information (Bagikan). This strategy contributes to improving digital health literacy, enhancing public understanding of National Health Insurance (JKN) services, and strengthening participatory communication between public institutions and society. The study concludes that BBB can serve as an adaptive model of digital public communication for public service education in the social media era.
Abstrak. Perkembangan media digital telah mengubah praktik komunikasi publik pada lembaga pemerintah. Media sosial kini dimanfaatkan tidak hanya sebagai sarana penyebaran informasi, tetapi juga sebagai ruang edukasi dan partisipasi masyarakat. Penelitian ini bertujuan menganalisis penerapan Budaya Buka, Baca, dan Bagikan (BBB) sebagai strategi komunikasi publik digital yang dilakukan BPJS Kesehatan Cabang Bandung melalui akun Instagram @bpjscabangbandung. Penelitian menggunakan metode kualitatif dengan pendekatan studi kasus tunggal terbenam (embedded single case study). Data diperoleh melalui wawancara mendalam, observasi digital, dan dokumentasi. Hasil penelitian menunjukkan bahwa BPJS Kesehatan Cabang Bandung menerapkan strategi komunikasi yang visual, humanis, interaktif, dan partisipatif. Konsep BBB diwujudkan melalui tiga tahapan, yaitu menarik perhatian audiens (Buka), membangun pemahaman pesan (Baca), dan mendorong penyebaran informasi oleh audiens (Bagikan). Strategi tersebut berkontribusi dalam meningkatkan literasi kesehatan digital, memperkuat pemahaman peserta Jaminan Kesehatan Nasional (JKN), serta membangun komunikasi publik yang lebih partisipatif. Penelitian ini menyimpulkan bahwa BBB dapat menjadi model komunikasi publik digital yang adaptif dalam mendukung edukasi layanan publik di era media sosial.
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