Artikel Ilmiah : F2C024021 a.n. ANI RIZKI DWI SEPTI
| NIM | F2C024021 |
|---|---|
| Namamhs | ANI RIZKI DWI SEPTI |
| Judul Artikel | Strategi kampanye digital pembangunan pendidikan pengelola akun instagram @sekolah.tanahair |
| Abstrak (Bhs. Indonesia) | ABSTRAK Ketimpangan pembangunan pendidikan formal di Indonesia, khususnya di daerah tertinggal, masih menjadi tantangan yang ditandai dengan keterbatasan sarana dan prasarana, rendahnya akses pendidikan, serta belum meratanya kualitas layanan pendidikan. Kondisi tersebut mendorong munculnya komunitas sosial yang memanfaatkan media digital sebagai sarana kampanye untuk meningkatkan kesadaran dan partisipasi masyarakat. Salah satunya adalah akun Instagram @sekolah.tanahair yang secara konsisten mengangkat isu pembangunan pendidikan formal melalui berbagai konten digital. Penelitian ini bertujuan untuk mendeskripsikan strategi kampanye digital pembangunan pendidikan formal yang dilakukan oleh akun Instagram @sekolah.tanahair dalam mengampanyekan isu ketimpangan pendidikan di daerah tertinggal. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Data diperoleh melalui wawancara mendalam dengan founder dan pengelola akun, observasi terhadap 109 unggahan Instagram periode Maret 2025–April 2026, serta studi dokumentasi. Analisis data dilakukan melalui reduksi data, penyajian data, dan penarikan kesimpulan, sedangkan keabsahan data diuji menggunakan triangulasi sumber dan triangulasi teknik. Analisis penelitian menggunakan teori Komunikasi Kampanye Rogers dan Storey (1987). Hasil penelitian menunjukkan bahwa strategi kampanye digital akun @sekolah.tanahair dilaksanakan secara terencana melalui penetapan tujuan kampanye, penentuan khalayak sasaran, penyusunan pesan berbasis storytelling, pemanfaatan fitur Instagram seperti reels, carousel, caption, hashtag, kolaborasi, dan call to action, serta evaluasi berdasarkan keterlibatan audiens. Strategi tersebut berhasil meningkatkan kesadaran publik terhadap isu ketimpangan pendidikan, mendorong partisipasi masyarakat melalui donasi, relawan, dan kolaborasi, serta memperkuat kepedulian terhadap pembangunan sekolah di daerah tertinggal. Penelitian ini menyimpulkan bahwa Instagram merupakan media yang efektif dalam mendukung strategi kampanye digital pembangunan pendidikan formal karena mampu membangun kesadaran, keterlibatan, dan partisipasi masyarakat dalam mendukung pemerataan pendidikan. Kata kunci: strategi kampanye digital, komunikasi kampanye, Instagram, pembangunan pendidikan formal, ketimpangan pendidikan. |
| Abtrak (Bhs. Inggris) | ABSTRACT The disparity in formal education development in Indonesia, particularly in underdeveloped regions, remains a challenge, characterized by limited facilities and infrastructure, low access to education, and the unequal quality of educational services. This situation has encouraged the emergence of social communities that utilize digital media as a campaign tool to raise public awareness and participation. One such community is the Instagram account @sekolah.tanahair, which consistently raises the issue of formal education development through various digital content. This study aims to describe the digital campaign strategy for formal education development employed by the Instagram account @sekolah.tanahair in campaigning on the issue of educational inequality in underdeveloped regions. This study used qualitative methods with a descriptive approach. Data were obtained through in-depth interviews with the account's founder and administrator, observations of 109 Instagram posts from March 2025–April 2026, and documentation studies. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. Data validity was tested using source triangulation and technical triangulation. The research analysis employed Rogers and Storey's (1987) Campaign Communication theory. The research results show that the @sekolah.tanahair account's digital campaign strategy was implemented in a planned manner through setting campaign objectives, identifying target audiences, developing storytelling-based messages, utilizing Instagram features such as reels, carousels, captions, hashtags, collaboration, and calls to action, as well as evaluating audience engagement. This strategy successfully raised public awareness of educational inequality, encouraged community participation through donations, volunteering, and collaboration, and strengthened concern for school development in underdeveloped areas. This research concludes that Instagram is an effective medium for supporting digital campaign strategies for formal education development because it is able to build public awareness, involvement, and participation in supporting educational equity. Keywords: digital campaign strategy, campaign communication, Instagram, formal education development, educational inequality. |
| Kata kunci | strategi kampanye digital, komunikasi kampanye, Instagram, pembangunan pendidikan formal, ketimpangan pendidikan. |
| Pembimbing 1 | Dr.Nuryanti,S.IP.,M.Sc |
| Pembimbing 2 | Dr. Agus ganjar Runtiko,M.Si |
| Pembimbing 3 | |
| Tahun | 2026 |
| Jumlah Halaman | 193 |
| Tgl. Entri | 2026-08-28 16:03:34.092667 |