SENTIMEN WARGANET TERHADAP POSTINGAN AKUN INSTAGRAM @kementerian.atrbpn SEBAGAI EVALUASI DALAM MEMBANGUN CITRA KEMENTERIAN ATR/BPN

REZA NUR AMRIN, 20293519 (2024) SENTIMEN WARGANET TERHADAP POSTINGAN AKUN INSTAGRAM @kementerian.atrbpn SEBAGAI EVALUASI DALAM MEMBANGUN CITRA KEMENTERIAN ATR/BPN. Diploma thesis, Sekolah Tinggi Pertanahan Nasional.

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Abstract

The development of technology, information, and communication has changed the way communication between people becomes short and feels close. Social media is one result of this development. One social media that is widely used is Instagram, which is known as an application for sharing photo or video posts. Government agencies use Instagram to share information or activities and build a positive image in the eyes of the public, including the Ministry of ATR/BPN via the account @kementerian.atrbpn. This step received various responses, both positive through the various awards he received and negative through comments from netizens. This research aims to find out the sentiments of netizens regarding posts in 2023 and the admin's response to these comments, as well as find out the efforts made by the Ministry of ATR/BPN to improve its image in 2024. The quantitative method uses lexicon-based sentiment analysis and quantitative descriptive analysis and the qualitative method uses analysis of media content used in this research. The list of comments on account posts in 2023 as primary data was collected through data mining and other secondary sources were obtained through observation and documentation studies. The results of research on netizen comments showed that 56.5% were comments with negative sentiment. These comments came from complaints about land services and problems faced, especially by the land mafia. The presence of comments with negative sentiments has an impact on reducing the image that is built in a negative direction. Comments with positive sentiment in the form of prayers, hopes and congratulations as well as praise for performance were found at 28.6%. The remaining 14.9% were neutral responses in the form of emoticons or advertisements. The response to netizen comments that many admins give is to accept or thank them, tag the Instagram account of the relevant work unit, and respond substantively. Various comments from netizens are a form of community participation in the programs being held. So, the ATR/BPN Ministry needs transparency and openness of information to the public regarding regulations or procedures that must be followed and to be more reactive in responding to incoming comments. Efforts to increase a positive image are carried out through human resource development, socialization, and creating interesting posts. Keywords: public relations, communication, social media, issues, land

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