Analisis Isi pada Media Sosial Instagram @pelindomultiterminal sebagai Media Informasi dalam Mempertahankan Citra Perusahaan

Abstract

The study entitled "Content Analysis on Instagram Social Media @pelindomultiterminal as Information Media in Maintaining Corporate Image" aims to find out how PT Pelindo Multi Terminal maintains its image through Instagram social media accounts. In achieving the objectives of this study, the researcher analyzed 20 uploads from February to September 2024 from the Instagram account @pelindomultiterminal using a qualitative method with a descriptive approach and then described using the theoretical model from Cutlip, Center, & Broom, namely the 7-Cs of PR Communications, which include Credibility, Context, Content, Clarity, Channel of Distributions, Capability of Audience, and Continuity and Consistency. Among these seven components, it was concluded that the most dominant is Content. The researcher also interviewed five followers of the Instagram account @pelindomultiterminal as a triangulation source to see what the followers of the Instagram account think about the content presented. The results of the analysis and interviews show that PT Pelindo Multi Terminal is considered quite successful in maintaining its image as a State-Owned Enterprise that manages and operates several ports and terminals spread throughout Indonesia.