Strategi Komunikasi Partai Perindo dalam Membangun Interaksi Publik melalui Instagram

Abstract

Instagram menjadi media komunikasi politik yang dimanfaatkan Partai Perindo untuk menyampaikan informasi, membangun citra, dan berinteraksi dengan publik. Penelitian ini bertujuan menganalisis strategi komunikasi Partai Perindo dalam membangun interaksi publik melalui Instagram serta keterkaitannya dengan engagement rate. Penelitian menggunakan metode mixed methods dengan desain Concurrent Embedded Design dan teori manajemen komunikasi Cutlip, Center, dan Broom. Data diperoleh melalui wawancara, observasi, dokumentasi, analisis konten, serta perhitungan engagement rate berdasarkan jumlah likes, komentar, dan share. Hasil penelitian menunjukkan bahwa Partai Perindo telah menerapkan tahapan manajemen komunikasi secara sistematis, mulai dari defining the problem, planning, action and communication, hingga evaluation. Namun, rata-rata engagement rate hanya mencapai 0,05% sehingga termasuk kategori low engagement. Meskipun demikian, konten informatif-edukatif dengan format carousel memperoleh tingkat keterlibatan yang lebih tinggi dibandingkan jenis konten lainnya. Temuan ini menunjukkan bahwa karakteristik konten berpotensi memengaruhi tingkat keterlibatan audiens pada akun Instagram Partai Perindo.

Instagram has become a political communication platform utilized by the Perindo Party to disseminate information, build its public image, and engage with the public. This study aims to analyze the Perindo Party's communication strategy in fostering public engagement through Instagram and examine its relationship with the engagement rate. The study employed a mixed-methods approach using a Concurrent Embedded Design and was guided by the communication management theory of Cutlip, Center, and Broom. Data were collected through interviews, observations, documentation, content analysis, and engagement rate calculations based on the number of likes, comments, and shares. The findings indicate that the Perindo Party systematically implemented the stages of communication management, including defining the problem, planning, action and communication, and evaluation. However, the average engagement rate was only 0.05%, which falls into the low engagement category. Nevertheless, informative and educational content presented in a carousel format generated higher audience engagement than other types of content. These findings suggest that content characteristics have the potential to influence audience engagement on the Perindo Party's Instagram account.