Analisis Strategi Komunikasi Digital Instagram @Pasijawatimur dalam Membangun Engagement dan Citra Organisasi Olahraga

Sofi Quriah; Eva Ferdita Yuhantini; Nabila Naura Nuraini; Muhammad Nur Farizi Satria Dewangga

doi:10.55681/armada.v4i10.4244

Authors

Sofi Quriah Program Studi S1 Manajemen Olahraga, Fakultas Ilmu Keolahragaan dan Kesehatan, Universitas Negeri Surabaya, Indonesia
Eva Ferdita Yuhantini Program Studi S1 Manajemen Olahraga, Fakultas Ilmu Keolahragaan dan Kesehatan, Universitas Negeri Surabaya, Indonesia
Nabila Naura Nuraini Program Studi S1 Manajemen Olahraga, Fakultas Ilmu Keolahragaan dan Kesehatan, Universitas Negeri Surabaya, Indonesia
Muhammad Nur Farizi Satria Dewangga Program Studi S1 Manajemen Olahraga, Fakultas Ilmu Keolahragaan dan Kesehatan, Universitas Negeri Surabaya, Indonesia

DOI:

https://doi.org/10.55681/armada.v4i10.4244

Keywords:

Strategi Komunikasi Digital, Instagram, Engagement, Citra Organisasi, Organisasi Olahraga

Abstract

Perkembangan media digital mendorong organisasi olahraga untuk memanfaatkan media sosial sebagai sarana komunikasi dalam membangun keterlibatan audiens serta memperkuat citra organisasi. Penelitian ini bertujuan untuk menganalisis model strategi komunikasi digital yang diterapkan melalui akun Instagram @pasijawatimur dalam meningkatkan engagement dan citra organisasi. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan Teknik pengumpulan data melalui wawancara serta analisis konten berdasarkan insight Instagram. Informan dalam penelitian ini berjumlah 7 orang yang terdiri atas pengikut akun Instagram, admin Instagram, editor konten, dan koordinator Instagram PASI Jawa Timur. Hasil penelitian menunjukan bahwa @pasijawatimur menerapkan strategi komunikasi digital melalui penyajian konten informatif, dokumentasi kegiatan, pencapaian atlet, serta pemanfaatan fitur Instagram untuk meningkatkan interaksi audiens. Keaktifan pengelolaan akun dan konsistensi penyampaian informasi berkontribusi terhadap peningkatan engagement sekaligus membangun citra positif organisasi. Meskipun demikian, penelitian ini menemukan adanya kendala berupa keterbatasan dokumentasi pada beberapa kegiatan yang memengaruhi optimalisasi konten media sosial. Penelitian ini menyimpulkan bahwa Instagram memiliki peran strategis dalam mendukung komunikasi digital organisasi olahraga serupa. Penelitian selanjutnya diharapkan dapat mengembangkaan kajian terkait efektivitas strategi komunikasi digital pada organisasi olahraga lainnya.

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