MUZAKI, MUHAMMAD ICHSAN (2025) IMPLEMENTASI DIGITAL PUBLIC RELATIONS DI PERGURUAN TINGGI: STUDI PADA AKUN INSTAGRAM RESMI UNIVERSITAS SULTAN AGENG TIRTAYASA (@UNTIRTA_OFFICIAL). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to analyze the implementation of Digital Public Relations strategies by Sultan Ageng Tirtayasa University (UNTIRTA) through its official Instagram account, @untirta_official. The study's focus includes applying the principles of Transparency, Porosity, and Richness in Content. A qualitative descriptive approach was employed, utilizing data collection methods such as interviews, documentation, and content analysis. The findings reveal that the principle of Transparency is implemented by delivering accurate, timely, and accessible information to the audience. Porosity is evident in UNTIRTA’s openness to fostering two-way communication via features such as Direct Messages (DMs), comments, polls, and Instagram Live, enabling active audience participation. Meanwhile, Richness in Content is demonstrated through various content formats, including photos, videos, infographics, and text, tailored to the diverse needs and preferences of the audience. Academically, this study enriches the literature on digital communication strategies in higher education institutions. The findings provide actionable insights for UNTIRTA and similar institutions to optimize their Digital Public Relations strategies, enhance audience engagement, strengthen institutional branding, and expand public outreach effectively through social media.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis implementasi strategi Digital Public Relations oleh Universitas Sultan Ageng Tirtayasa (UNTIRTA) melalui akun Instagram @untirta_official. Fokus penelitian ini adalah penerapan prinsip Transparency (Keterbukaan), Porosity (Keterbukaan terhadap Interaksi), dan Richness in Content (Kekayaan dalam Konten). Pendekatan kualitatif deskriptif digunakan dengan teknik pengumpulan data melalui wawancara, dokumentasi, dan analisis konten. Hasil penelitian menunjukkan bahwa prinsip Transparency diterapkan melalui penyajian informasi yang akurat, cepat, dan mudah diakses oleh audiens. Prinsip Porosity terlihat dari keterbukaan UNTIRTA dalam menciptakan komunikasi dua arah melalui fitur Direct Messages (DM), komentar, polling, dan Instagram Live yang memungkinkan audiens berpartisipasi secara aktif. Sementara itu, prinsip Richness in Content diwujudkan melalui variasi format konten seperti foto, video, infografis, dan teks, yang disesuaikan dengan kebutuhan dan preferensi audiens yang beragam. Penelitian ini memberikan kontribusi akademis dengan memperkaya literatur terkait strategi komunikasi digital di institusi pendidikan tinggi. Secara praktis, hasil penelitian ini dapat menjadi acuan bagi UNTIRTA dan institusi serupa dalam mengembangkan strategi Digital Public Relations yang lebih efektif untuk meningkatkan keterlibatan audiens, memperkuat citra institusi, dan menjangkau publik secara lebih luas melalui media sosial. | |||||||||
| Uncontrolled Keywords: | Implementation, Strategy, Digital Public Relations Implementasi, Strategi, Digital Public Relations | |||||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Muhammad Ichsan Muzaki | |||||||||
| Date Deposited: | 02 Jun 2025 06:57 | |||||||||
| Last Modified: | 02 Jun 2025 06:57 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/49178 |
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