Hubungan Konten Feed Instagram @kemenko_pmk dan Motivasi Kerja Pegawai di Kementrian Koordinator Bidang Pembangunan Manusia dan Kebudayaan

Abstract

Pada era digital, media sosial menjadi sarana utama komunikasi organisasi, termasuk di sektor pemerintahan. Kementerian Koordinator Bidang Pembangunan Manusia dan Kebudayaan (Kemenko PMK) memanfaatkan Instagram sebagai media komunikasi internal dan eksternal untuk menyampaikan informasi dan membangun motivasi kerja pegawai. Penelitian ini bertujuan untuk menganalisis hubungan antara kualitas konten feed Instagram @kemenko_pmk dengan motivasi kerja pegawai di lingkungan Kemenko PMK. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 142 responden dan dilengkapi pendekatan kualitatif melalui wawancara mendalam terhadap tiga informan kunci. Kualitas konten Instagram diukur berdasarkan lima dimensi menurut Jefferson dan Tanton (2015): helpful, entertaining, authentic, relevant, dan timely. Motivasi kerja diukur berdasarkan teori McClelland yang mencakup kebutuhan akan berprestasi, afiliasi, dan kekuasaan. Hasil uji korelasi Spearman Rank menunjukkan adanya hubungan signifikan antara kualitas konten Instagram dengan motivasi kerja pegawai, terutama pada dimensi authentic dan relevant. Temuan ini menunjukkan bahwa kualitas konten Instagram berperan penting dalam meningkatkan motivasi kerja pegawai. Oleh karena itu, pengelolaan konten media sosial yang strategis perlu diperhatikan sebagai bagian dari komunikasi internal untuk mendukung kinerja organisasi.

In the digital era, social media has become the primary means of organizational communication, including in the government sector. The Coordinating Ministry for Human Development and Culture (Kemenko PMK) utilizes Instagram as an internal and external communication medium to convey information and build employee work motivation. This study aims to analyze the relationship between the quality of the Instagram feed content @kemenko_pmk and employee work motivation within the Kemenko PMK. This study used a quantitative approach with a survey method of 142 respondents and supplemented with a qualitative approach through in-depth interviews with three key informants. The quality of Instagram content was measured based on five dimensions according to Jefferson and Tanton (2015): helpfulness, entertaining, authenticity, relevance, and timeliness. Work motivation was measured based on McClelland's theory which includes the need for achievement, affiliation, and power. The results of the Spearman Rank correlation test showed a significant relationship between the quality of Instagram content and employee work motivation, especially in the authentic and relevant dimensions. These findings indicate that the quality of Instagram content plays a significant role in increasing employee work motivation. Therefore, strategic social media content management needs to be considered as part of internal communication to support organizational performance.