Abdillah, Rosyid (2020) Perancangan Pengukuran Engagement Index Media Sosial Pemerintah Daerah Di Indonesia. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Media sosial merupakan salah satu media yang paling efektif dalam menjangkau keterlibatan masyarakat secara aktif dan cepat. Akan tetapi kelebihan dari media sosial tampaknya memang belum dimaksimalkan oleh mayoritas pemerintah, terutama pemerintah daerah di Indonesia dalam rangka adopsi konsep e-goverment. Hal ini yang kemudian menjadi dasar pada penelitian ini, dimana dilakukan evaluasi sampai sejauh mana akun media sosial pemerintah daerah dapat menjangkau dan terikat dengan masyarakat di masing-masing daerah melalui sebuah ukuran yang disebut dengan engagement index media sosial. Berdasarkan pada penelitian sebelumnya terdapat beberapa jenis perhitungan engagement index serta variabel yang diduga dapat memprediksi engagement index di media sosial. Akan tetapi belum ada penelitian yang memulai dengan melakukan permodelan engagement index media sosial dengan menggunakan Structural Equation Modeling (SEM). Pada penelitian ini dilakukan uji metrik media sosial seperti like, comment, share dan reply terhadap variabel engagement online yang diukur melalui affective engagement, cognitive engagement dan behavioural engagement. Hasilnya didapatkan bahwa variabel reply dari admin merupakan faktor yang paling signifikan dalam membentuk engagement di media sosial Pemerintah Daerah di Indonesia. Setelah didapatkan faktor yang signifikan selanjutnya dihasilkan rancangan dan pemeringkatan nilai engagement index media sosial .
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Social media is one of the most effective media in reaching people's involvement actively and quickly. However, the majority of Indonesian government, especially local governments do not seem to maximize the benefit of social media in terms of adopting the concept of e-goverment. This leads to the background of this research, where an evaluation of the extent to which local government social media accounts can reach and hold the community in each region through a measure called the social media engagement index. Based on the previous research, there are several types of engagement index calculations and variables used to predict engagement index on social media. However, there is no research conducted by modeling social media engagement index using Structural Equation Modeling (SEM). In this research, social media metrics tests used are likes, comments, shares and replies to online engagement variables were measured through affective engagement, cognitive engagement and behavioral engagement. The findings showed that the variable reply from the administrator became the most significant factor in building engagement on the local governments' social media in Indonesia. After obtaining a significant factor, the design and the ranking of social media engagement index were finally resulted.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | 3100020085195 RTSI 658.834 2 Abd p-1 |
| Uncontrolled Keywords: | Engagement Index, Structural Equation Modeling, Media Sosial, Social Media Behaviour |
| Subjects: | H Social Sciences > HM Sociology > HM742 Online social networks. T Technology > T Technology (General) > T57.5 Data Processing |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 59101-(S2) Master Thesis |
| Depositing User: | Abdillah Rosyid |
| Date Deposited: | 02 Jan 2023 05:03 |
| Last Modified: | 02 Jan 2023 05:03 |
| URI: | http://repository.its.ac.id/id/eprint/73684 |
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