Saputra, Romadhoni Anshori and , Dr. Andika Sanjaya, S.I.Kom., M.Si (2026) Strategi Komunikasi Digital Bandara Adi Soemarmo dalam Membangun Citra Institusi Melalui Instagram. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the digital communication strategy of Adi Soemarmo Airport in building its institutional image through Instagram. The research employed a qualitative descriptive method, with data collected through in-depth interviews with personnel from the Branch Communication, CSR, and Legal Department responsible for managing the official Instagram account, @adisoemarmoairport. Data were analyzed through data reduction, data display, and conclusion drawing. The findings indicate that the airport's digital communication strategy is implemented systematically through content calendar planning, storyline development, internal coordination, content approval processes, and performance evaluation using Instagram Insights. Instagram was selected as the primary communication platform due to its broad reach and ability to disseminate information quickly to the public. The digital communication activities contribute to strengthening Adi Soemarmo Airport’s image as an informative, professional, and trustworthy institution. However, greater efforts are needed to enhance two-way interaction with audiences so that the dialogic function of social media can be utilized more effectively.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Citra Institusi, Instagram, Komunikasi Digital. |
| Subjects: | H Social Sciences > HE Communications H Social Sciences > HE Communications > Social Media > Instagram |
| Divisions: | Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi |
| Depositing User: | ROMADHONI ANSHORI SAPUTRA |
| Date Deposited: | 14 Aug 2026 06:48 |
| Last Modified: | 14 Aug 2026 06:49 |
| URI: | http://eprints.ums.ac.id/id/eprint/147779 |
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