Naskah ini versi lama yang diterbitkan pada 2025-12-27. Baca versi terbaru.

Pengaruh Kampanye Public Relations Digital terhadap Interaksi Audiens pada Konten Kolaborasi Instagram

Penulis

  • Nopri Ramadan Sulu Universitas Negeri Jakarta, L. Rawamangun Muka Raya No.11, Rawamangun, Pulo Gadung, Jakarta Timur, DKI Jakarta 13220, Indonesia

DOI:

https://doi.org/10.21009/COMM.035.010

Kata Kunci:

Public Relations Campaign, Audience Interaction, Instagram Collaboration

Abstrak

The development of social media has significantly transformed Public Relations practices from one-way communication into audience centered engagement. Instagram, as a highly visual and interactive platform, is widely utilized by organizations to implement digital Public Relations campaigns through collaborative strategies. This study aims to examine the influence of the #PastiAdaJalan Public Relations campaign, a collaboration between Gojek and Band Perunggu, on audience interaction on Instagram. This research employs a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 100 respondents who follow the @gojekindonesia Instagram account and have viewed the #PastiAdaJalan campaign content. Data analysis was conducted using simple linear regression with the assistance of IBM SPSS software. The results indicate that the #PastiAdaJalan campaign has a significant effect on audience interaction. The regression equation Y = 6.054 + 0.318X demonstrates a positive relationship between the Public Relations campaign and audience interaction. Furthermore, the coefficient of determination (R²) value of 0.606 indicates that 60.6% of the variation in audience interaction can be explained by the campaign. These findings suggest that collaborative Public Relations campaigns on social media are effective in building attention and positive brand perception, although they do not fully encourage active audience participation. This study is expected to contribute to the development of digital Public Relations campaign strategies on social media platforms.

Referensi

Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703

Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.

Diputri, A. T., & Afriani, A. L. (2022). Pengaruh Media Sosial Instagram Terhadap Brand Image PT Hijau Indah Selaras. Communicology: Jurnal Ilmu Komunikasi, 10(2), 169–187. https://doi.org/10.21009/COMMUNICOLOGY.030.03

Defianto, D. (2025). Peran media sosial dalam strategi public relations digital. Jurnal Teknologi, Kesehatan, dan Sosial (TEKESNOS), 7(1), 45–54.

Fadhillah, A. (2023). Strategi kampanye komunikasi dalam membentuk opini publik. Jurnal Ilmu Komunikasi, 11(2), 120–131.

Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26. Badan Penerbit Universitas Diponegoro.

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

Karim, A. (2021). Kampanye komunikasi dan pengaruhnya terhadap perilaku khalayak. Jurnal Komunikasi Massa, 9(1), 33–42.

Rahman, M. (2021). Keterlibatan audiens dalam komunikasi dakwah di media sosial. Jurnal Komunikasi Islam, 5(2), 87–98.

Sari, D., & Rizki, M. (2021). Kampanye public relations dan brand awareness. Prenadamedia Group.

Sekaran, U., & Bougie, R. (2017). Research methods for business: A skill-building approach (7th ed.). John Wiley & Sons.

Soraya, N., & Santoso, B. (2025). Pemanfaatan fitur Instagram dalam meningkatkan engagement audiens. EduTik: Jurnal Pendidikan dan Teknologi, 6(1), 15–26.

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

Suryasuciramdhan, A., Putri, R., & Hidayat, F. (2024). Strategi kampanye digital dan keterlibatan audiens pada media sosial. Jurnal Komunika, 18(2), 201–214.

Tunstall, J. (1973). The media are American. Constable.

Venus, A. (2018). Manajemen kampanye: Panduan teoretis dan praktis dalam mengefektifkan kampanye komunikasi. Simbiosa Rekatama Media.

Widodo, A. (2024). Keterlibatan audiens dalam kampanye media sosial. Jurnal Komunikasi Digital, 4(1), 55–68.

Volume 13 Nomor 2 2025

Unduhan

Diterbitkan

2025-12-27

Versi

Cara Mengutip

Sulu, N. R. (2025). Pengaruh Kampanye Public Relations Digital terhadap Interaksi Audiens pada Konten Kolaborasi Instagram. Communicology: Jurnal Ilmu Komunikasi, 13(2), 328–340. https://doi.org/10.21009/COMM.035.010

Terbitan

Vol 13 No 2 (2025): Communicology: Jurnal Ilmu Komunikasi, Volume 13 No. 2 Desember 2025

Bagian

Articles

Lisensi

Hak Cipta (c) 2025 Nopri Ramadan Sulu

Creative Commons License

Artikel ini berlisensi Creative Commons Attribution 4.0 International License.

Authors who publish with this Journal agree to the following terms:

  1. Author retain copyright and grant the journal right of first publication with the work simultaneously licensed under a creative commons attribution licensethat allow others to share the work within an acknowledgement of the work’s authorship and initial publication of this journal.
  2. Authors are able to enter into separate, additional contractual arrangementfor the non-exclusive distribution of the journal’s published version of the work (e.g. acknowledgement of its initial publication in this journal).
  3. Authors are permitted and encouraged to post their work online(e.g. in institutional repositories or on their websites) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published works.

Users/public use of this website will be licensed to CC BY