STRATEGI KOMUNIKASI DIGITAL KEMENTERIAN KELAUTAN DAN PERIKANAN DALAM MENYAMPAIKAN KAMPANYE SWASEMBADA GARAM MELALUI INSTAGRAM @kkpgoid

Abstract

AULIA HERLITA. Strategi Komunikasi Digital Kementerian Kelautan dan Perikanan dalam Menyampaikan Kampanye Swasembada Garam melalui Instagram @kkpgoid. Dibimbing oleh VIVIEN FEBRI ASTUTI. Kementerian Kelautan dan Perikanan (KKP) memanfaatkan Instagram @kkpgoid sebagai media komunikasi publik dalam kampanye Swasembada Garam. Penelitian ini bertujuan menganalisis strategi komunikasi digital KKP serta mengidentifikasi kendala dalam pelaksanaannya. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui wawancara, observasi akun Instagram @kkpgoid, dan studi dokumentasi, kemudian dianalisis menggunakan model RACE (Research, Action, Communication, Evaluation). Hasil penelitian menunjukkan bahwa KKP telah menerapkan seluruh tahapan model RACE melalui identifikasi isu, penyusunan pesan, pemanfaatan fitur Instagram, serta evaluasi berdasarkan engagement dan respons audiens. Kendala yang dihadapi meliputi penyederhanaan informasi teknis, karakteristik audiens yang beragam, perubahan algoritma media sosial, dan koordinasi internal. Penelitian ini menyimpulkan bahwa strategi komunikasi digital KKP telah berjalan dengan baik, namun masih perlu meningkatkan interaksi dengan audiens dan memperkuat evaluasi agar kampanye Swasembada Garam lebih efektif.

AULIA HERLITA. The Ministry of Marine Affairs and Fisheries’ Digital Communication Strategy for Promoting the Salt Self-Sufficiency Campaign via Instagram @kkpgoid. Supervised by VIVIEN FEBRI ASTUTI The Ministry of Marine Affairs and Fisheries (KKP) uses its Instagram account @kkpgoid as a public communication channel for its Salt Self-Sufficiency campaign. This study aims to analyze the KKP’s digital communication strategies and identify obstacles in their implementation. The study employs a qualitative approach using the case study method. Data were collected through interviews, observation of the @kkpgoid Instagram account, and document analysis, and were subsequently analyzed using the RACE model (Research, Action, Communication, Evaluation). The results indicate that KKP has implemented all stages of the RACE model through issue identification, message formulation, utilization of Instagram features, and evaluation based on audience engagement and response. Challenges faced included simplifying technical information, the diverse characteristics of the audience, changes in social media algorithms, and internal coordination. This study concludes that KKP’s digital communication strategy has been effective, but there is still a need to increase interaction with the audience and strengthen evaluation to make the Salt Self-Sufficiency campaign more effective.