STRATEGI KAMPANYE MEDIA SOSIAL MELALUI INSTAGRAM @APLIKASIJAKLINGKO SEBAGAI MEDIA PENYEBARAN INFORMASI TENTANG TRANSPORTASI UMUM BAGI WARGA JAKARTA

Abstract

This study examines the social media campaign strategy implemented through the Instagram account @aplikasi.jaklingko as a medium for disseminating information about integrated public transportation in Jakarta. The research is grounded in the issue of low public interest in using public transport despite the availability of various integrated modes. A qualitative method with a case study approach was employed, using in-depth interviews, literature review, and document analysis as data collection techniques. The findings reveal that the campaign strategy emphasizes consistency in informative, educational, and participatory content, supported by Instagram features such as feed, story, reels, and live. Audience engagement serves as a key indicator of strategy effectiveness, where comments, likes, and participation in interactive features reflect both the reception and utilization of information by the public. The study concludes that Instagram is an effective medium for public communication, capable of enhancing understanding, increasing participation, and strengthening the positive image of integrated public transportation in Jakarta.