AGI LUGINA OKTAVYANA, 22314356 (2026) PERAN STRATEGI KOMUNIKASI DIGITAL DALAM PENGELOLAAN ISU-ISU NEGATIF PADA MEDIA SOSIAL KANTOR PERTANAHAN KOTAADMINISTRASI JAKARTA SELATAN. Diploma thesis, Politeknik Agraria STPN.
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Abstract
The development of digital technology has transformed the pattern of public communication within government institutions, particularly in managing negative issues on social media. Kantor Pertanahan Kota Admnistrasi Jakarta Selatan faces various communication challenges, including public service complaints, allega- tions of maladministration, and misinformation regarding the Electronic Land Cer- tificate program. These conditions have made social media a strategic platform with the potential to influence the institution's reputation. Therefore, this study aims to analyze the Public Relations communication strategy in detecting negative is- sues, examine content planning and digital message development, and identify the supporting and inhibiting factors in managing issues on social media. This study employed a descriptive qualitative approach with a case study strategy. Data were collected through in-depth interviews, observation of the @kantahkotajakartaselatan Instagram account, and analysis of internal docu-ments. Informants were selected using purposive sampling and consisted of the Head of the Administrative Subdivision, the Public Relations Coordinator, and the social media administrator. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña, while data validity was ensured through triangu- lation and member checking. The findings indicate that issue detection is carried out through the imple- mentation of the ATR/BPN Strategic Communication (STRAKOM) guidelines adapted to the local context, daily monitoring of social media, the Online Com- plaint Application (OCA), SP4N-LAPOR!, and formal complaint channels. Content planning is focused on educating the public about land services by utilizing more than 100 daily complaints submitted through OCA as a source of content ideas. Supporting factors include trust between leaders and the communication team, ad- equate budget and infrastructure, and the digital records provided by OCA and SP4N-LAPOR!, while the main obstacles are limited human resources, the absence of written Standard Operating Procedures (SOPs), and negative public perceptions of the National Land Agency (BPN). Keywords: digital communication strategy, negative issue management, social media, government public relations, land office, ATR/BPN Strategic Communi- cation (STRAKOM), issue management.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD29 Pertanahan |
| Divisions: | Prodi Diploma IV Pertanahan |
| Depositing User: | yosep ka perpus |
| Date Deposited: | 08 Oct 2026 04:50 |
| Last Modified: | 08 Oct 2026 04:50 |
| URI: | http://repository.stpn.ac.id/id/eprint/5196 |
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