Implementasi Digital Campaign pada Produk SP4N Lapor! Inspektorat Provinsi Jawa Barat

Abstract

SP4N Lapor! adalah platform pengaduan pelayanan publik nasional yang dikelola Inspektorat Provinsi Jawa Barat, namun awareness dan partisipasi masyarakat masih rendah karena belum ada digital campaign yang terstruktur. Proyek ini menjelaskan perencanaan dan implementasi digital campaign SP4N Lapor! menggunakan Teori AISAS (Attention, Interest, Search, Action, Share). Data dikumpulkan melalui partisipasi aktif, observasi, wawancara dengan Humas Inspektorat, dan studi literatur selama tiga bulan. Perencanaan disusun melalui content planning, penentuan jenis konten (attention dan interest), key message (search), call to action #BeraniLapor (action), dan daya tarik visual (share). Implementasi berupa tiga episode Iklan Layanan Masyarakat dan delapan konten media sosial (informatif, edukatif, persuasif, interaktif) yang dipublikasikan di YouTube dan Instagram @inspektorat_jabarprov. Hasil evaluasi mencatat 119.284 views, 912 likes, 31 komentar, 1.065 shares, dan 439 repost, menunjukkan kelima tahapan AISAS berhasil dicapai. Digital campaign berbasis AISAS terbukti efektif membangun awareness, edukasi, partisipasi, dan komunikasi dua arah masyarakat terhadap layanan SP4N Lapor!.

SP4N Lapor! is a national public service complaint platform managed by the West Java Provincial Inspectorate, yet public awareness and participation remain low due to the absence of a structured digital campaign. This project explains the planning and implementation of a digital campaign for SP4N Lapor! using the AISAS Theory (Attention, Interest, Search, Action, Share). Data were collected through active participation, observation, interviews with the Inspectorate's Public Relations staff, and literature studies over three months. The campaign planning was structured through content planning: content type selection (attention–interest), key message formulation (search), the #BeraniLapor call to action (action), and visual appeal design (share). Implementation included three episodes of public service announcements and eight social media contents (informative, educational, persuasive, interactive) published on YouTube and Instagram @inspektorat_jabarprov. Evaluation results recorded 119,284 views, 912 likes, 31 comments, 1,065 shares, and 439 reposts, showing that all five AISAS stages were successfully achieved. The AISAS-based digital campaign proved effective in building public awareness, education, participation, and two-way communication regarding the SP4N Lapor! service.