Utilization of Instagram Social Media by Perumda Tirtanadi in Public Communication in North Sumatra

Tifani Alzahra; Muhammad Husni Ritonga

doi:10.55537/j-ibm.v6i1.1673

Authors

Tifani Alzahra Universitas Islam Negeri Sumatera Utara
Muhammad Husni Ritonga Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.55537/j-ibm.v6i1.1673

Keywords:

Instagram social media, public communication, public information, new media, Perumda Tirtanadi

Abstract

This study aims to analyze the utilization of Instagram social media by Perumda Tirtanadi in public communication with the community in North Sumatra. This study employed a qualitative approach with a case study method. Data were collected through semi-structured interviews, non-participant observation of the Instagram account @tirtanadiprovsu, and documentation. The informants consisted of internal parties directly involved in managing Perumda Tirtanadi’s social media. Data were analyzed using the Miles and Huberman model and validated through source and method triangulation. The analysis applied Pierre Levy’s New Media Theory, particularly the aspects of social interaction and social integration. The results show that Instagram is utilized as a medium for delivering public information and facilitating two-way communication through comment features and direct messages (DM). Instagram is also used to build closer relationships with the community through the publication of service activities and social programs. However, several challenges remain, including inconsistencies in interaction management across branch accounts and the need to improve the visual quality of digital communication content. This study indicates that social media plays an important role in supporting public communication in public service institutions in the digital era.

Downloads

Download data is not yet available.

References

Amalia, R. D., & Cindoswari, A. R. (2024). Analisis media sosial Instagram BPJS Kesehatan dalam menanggapi keluhan masyarakat. Scientia Journal: Jurnal Ilmiah Mahasiswa, 6(1), 213–224. https://doi.org/10.33884/scientiajournal.v6i1.8440

Anggraini, P., & Cindoswari, A. R. (2024). Efektivitas pemanfaatan media sosial Instagram oleh Diskominfo Kota Batam sebagai alat untuk menyampaikan informasi kepada masyarakat. Scientia Journal: Jurnal Ilmiah Mahasiswa, 6(4), 47–54. https://ejournal.upbatam.ac.id/index.php/scientia_journal/article/view/9163

Arianto, B. (2024). Triangulasi metoda penelitian kualitatif (I. K. Hatiebi, S. Ghozi, E. Sorongan, & Gozali, Eds.). Borneo Novelty Publishing.

Arta, K. A. D. P., & Basmantra, I. N. (2024). Strategi pengelolaan media sosial untuk meningkatkan branding, engagement, dan followers perusahaan PT Bina Sarana Cipta. MATAPPA: Jurnal Pengabdian Kepada Masyarakat, 7(4), 126–135. https://doi.org/10.31100/matappa.v7i4.3530

Assyakurrohim, D., Ikhram, D., Sirodj, R. A., & Afgani, M. W. (2023). Metode studi kasus dalam penelitian kualitatif. Jurnal Pendidikan Sains dan Komputer, 3(1), 1–9. https://doi.org/10.47709/jpsk.v3i01.1951

Creswell, J. W. (2009). Research design: Qualitative, quantitative, and mixed methods approaches (3rd ed.). Sage Publications.

Damayanti, A., Delima, I. D., & Suseno, A. (2023). Pemanfaatan media sosial sebagai media informasi dan publikasi (Studi deskriptif kualitatif pada akun Instagram @rumahkimkotatangerang). PIKMA: Publikasi Ilmu Komunikasi Media dan Cinema, 6(1), 173–190. https://doi.org/10.24076/pikma.v6i1.1308

Dwi, A. R. (2025). We are social data digital Indonesia 2025. Andi.

Hakim, H., Polin, I., & Irwansyah. (2024). Peran media sosial Instagram sebagai media informasi dalam masyarakat 5.0. Jurnal Ilmiah Wahana Pendidikan, 10(23), 287–300.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

Kusuma, D. A., Yendra, M., Bakhtiar, R., Takdir, M., Handrina, E., & Wahyudi. (2024). Pengaruh media sosial terhadap pola komunikasi pemerintah dan masyarakat dalam era digital. Ekasakti Jurnal Penelitian dan Pengabdian, 5(1), 23–32. https://doi.org/10.59141/comserva.v4i11.2999

Magdalena, I., Salsabila, A., Krianasari, D. A., & Apsarini, S. F. (2021). Implementasi model pembelajaran daring pada masa pandemi Covid-19 di kelas III SDN Sindangsari III. Pandawa, 3, 119–128. https://doi.org/10.36088/pandawa.v3i1.1005

Masta, H., Aliyah, F., Lea, R. I., Neny, N., Neni, S., Wahyuningsih, P., Moh, A., Rosdiana, Abdul, I., Rini, P., & Rumainur. (2022). Komunikasi kesehatan. CV. Media Sains Indonesia.

Rizky, S., & Ritonga, M. H. (2024). Peran humas dalam meningkatkan citra PDAM Tirtanadi Sumatera Utara. XVIII, 37–44. https://doi.org/10.32534/jsfk.v18i1.3952

Sinaga, H. A. B., & Azhar, A. A. (2025). Literasi media sebagai solusi tabayyun berita hoax di media sosial pada mahasiswa FDK. Mukasi: Jurnal Ilmu Komunikasi, 4(2), 464–475. https://doi.org/10.54259/mukasi.v4i2.4339

Sugiyono. (2022). Metode penelitian kualitatif untuk penelitian yang bersifat eksploratif, interpretif, interaktif, dan konstruktif. Alfabeta.

Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D (5th ed.). Alfabeta.

Supriyanto, D., Nuryanti, N., & Noegroho, A. (2024). Media sosial dalam efektivitas komunikasi pelayanan publik instansi pemerintah daerah. Innovative: Journal of Social Science Research, 4(4), 7796–7810. https://doi.org/10.31004/innovative.v4i4.14048

Viastiana, Z., Rosyidi, I., & Darsono, D. (2021). Media sosial sebagai sarana penyebarluasan berita. ANNABA: Jurnal Ilmu Jurnalistik, 6, 247–266. https://doi.org/10.15575/annaba.v10i1.43927

Winugra, A. K., & Sartika, I. (2025). Peran media sosial dalam meliput kegiatan/aktivitas Komisi Informasi Pusat Republik Indonesia. Cendikia Ilmiah, 4(5), 356–369. https://doi.org/10.56799/jceki.v4i5.9819