EFEKTIVITAS AKUN INSTAGRAM @TRANSSEMARANG SEBAGAI MEDIA INFORMASI LAYANAN BRT TRANS SEMARANG

Abstract

The government plays a crucial role as a public service provider, where social media has become a strategic element in public communication, especially in the transportation sector. BLU UPTD Trans Semarang utilizes the Instagram account @transsemarang as a medium for conveying operational information of the Bus Rapid Transit (BRT) in Semarang City. However, the effectiveness of the account still faces several challenges, such as inconsistency in responding to followers, limited collaboration between government accounts, and minimal utilization of interactive features. This study aims to measure the effectiveness of the Instagram account @transsemarang as an information medium for BRT Trans Semarang services. The method used is quantitative descriptive with data collection through questionnaires administered to 100 active followers of the account. Effectiveness measurement is carried out based on the 4C concept (Context, Communication, Collaboration, and Connection) through descriptive statistical analysis that calculates the percentage of respondent achievement for each indicator. The research results indicate that the Instagram account @transsemarang is categorized as highly effective, with an overall average achievement percentage of 85.13%. In detail, the achievement percentages for each indicator are Context (85.13%), Communication (85.00%), Collaboration (86.63%), and Connection (83.75%). This study recommends increasing interaction consistency, optimizing interactive features, and strengthening digital collaboration to create information services that are more participatory, transparent, and responsive to the needs of public transportation users.