Strategi Konten Media Sosial BASARNAS dalam Optimalisasi Keterlibatan Audiens Generasi Z (Studi Kasus Instagram @sar_nasional)

Sembiring, Lawdy Ghina Ervayosa (2026) Strategi Konten Media Sosial BASARNAS dalam Optimalisasi Keterlibatan Audiens Generasi Z (Studi Kasus Instagram @sar_nasional). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Social media has become a primary means of disseminating information in the digital era, including for government institutions such as Basarnas, which utilizes Instagram account @sar_nasional to disseminate search and rescue information. However, the existing phenomenon shows that the level of interaction generated by each post varies, as indicated by differences in engagement across content types, with collaborative content tending to generate higher responses than other types of content. This study aims to analyze the Instagram social media content strategy implemented by Basarnas to optimize audience engagement among Generation Z and to identify the reasons underlying the implementation of such strategies. This study employs Chris Heuer’s 4C theory (Context, Communication, Collaboration, and Connection) as proposed by Solis (2011) to analyze the content strategy, as well as the concept of Consumer Brand Engagement proposed by Hollebeek, Glynn, and Brodie (2014), which consists of cognitive, affective, and activation dimensions to measure audience engagement. This research adopts a qualitative approach using a case study method through in-depth interviews, observation, and documentation, supported by source triangulation. The results indicate that the four aspects of the 4C framework mutually support efforts to attract attention and encourage Generation Z engagement, with collaboration proving to be the most effective aspect in increasing engagement. Meanwhile, connection remains an area for improvement, as two-way communication with the audience has not yet been fully optimized. Basarnas’ content strategy has also been shown to encourage audiences to process information more deeply, develop emotional responses, and actively participate in the published content.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	content strategy, 4C theory, Consumer Brand Engagement, Instagram, Generation Z
Subjects:	Communication Science > Digital Communication Communication Science > Communication in organizations (Komunikasi organisasi) Communication Science > Social media (Media sosial) Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Lawdy Ghina Ervayosa Sembiring
Date Deposited:	09 Sep 2026 03:37
Last Modified:	09 Sep 2026 03:37
URI:	https://repository.bakrie.ac.id/id/eprint/14399

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