Analisis Konten Kampanye #SayaBerbudayaSafety di Instagram @kppmining dalam Menguatkan Kesadaran Keselamatan Kerja

Abstract

Penelitian ini menganalisis kampanye digital #SayaBerbudayaSafety di Instagram @kppmining untuk meningkatkan kesadaran keselamatan kerja di industri pertambangan. Latar belakang penelitian adalah tingginya risiko kecelakaan kerja dan rendahnya interaksi audiens terhadap konten keselamatan perusahaan. Tujuannya mengidentifikasi bentuk konten kampanye dan tingkat keterlibatan audiens berdasarkan Four Pillars of Social Media Strategy (komunikasi, kolaborasi, edukasi, hiburan). Metode yang digunakan adalah mixed-method dengan analisis kualitatif deskriptif didukung data kuantitatif. Data dikumpulkan melalui observasi konten, dokumentasi, dan wawancara, kemudian dianalisis melalui klasifikasi konten serta perhitungan Engagement Rate (ER) menggunakan Instagram Insight. Hasil penelitian menunjukkan konten kampanye sesuai empat pilar dengan keterlibatan audiens rendah hingga sedang. Engagement Rate (ER) 0,37%–2,84% menandakan pesan menjangkau audiens namun belum mendorong partisipasi aktif. Kesimpulannya, kampanye #SayaBerbudayaSafety berhasil membangun narasi keselamatan kerja, namun efektivitas interaksi masih perlu ditingkatkan melalui strategi komunikasi yang lebih partisipatif.

This study analyzed the digital campaign #SayaBerbudayaSafety on Instagram @kppmining to enhance occupational safety awareness in the mining industry. The research background lay in the high risk of workplace accidents and the low audience interaction with the company’s safety content. The objective was to identify the forms of campaign content and the level of audience engagement based on the Four Pillars of Social Media Strategy (communication, collaboration, education, entertainment). The study employed a mixed-method approach with descriptive qualitative analysis supported by quantitative data. Data were collected through content observation, documentation, and semi-structured interviews, then analyzed by classifying the content and calculating the Engagement Rate (ER) using Instagram Insight. The findings showed that the campaign content reflected all four pillars, with audience engagement categorized as low to moderate. The Engagement Rate (ER) ranged from 0.37% to 2.84%, indicating that the messages reached the audience but did not sufficiently encourage active participation. In conclusion, the #SayaBerbudayaSafety campaign successfully built a comprehensive workplace safety narrative, yet its interaction effectiveness still required improvement through more participatory communication strategies.