Bukan Konten, Melainkan Dialog: Kepercayaan Publik sebagai Mediator Pengaruh Interaktivitas Instagram Pemerintah terhadap Citra Institusional
DOI:
https://doi.org/10.15408/relations.v3i2.50947Abstract
Lembaga pemerintah semakin bergantung pada media sosial untuk berkomunikasi dengan publik, namun masih belum jelas apakah kualitas konten atau keterlibatan interaktif lebih penting untuk membangun kepercayaan publik dan citra institusional. Literatur yang ada memperlakukan keduanya sebagai anteseden yang komplementer tanpa pernah mengujinya secara kompetitif dalam satu model struktural. Studi ini meneliti pengaruh kualitas konten dan interaktivitas akun Instagram Sekretariat Kabinet Republik Indonesia terhadap kepercayaan publik dan citra institusional di kalangan pengikut Indonesia, menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bootstrapping 10.000 subsampel terhadap 400 responden yang direkrut melalui purposive sampling dengan kuota regional. Hasilnya menunjukkan asimetri yang mencolok, yaitu kualitas konten gagal memprediksi secara signifikan kepercayaan publik maupun citra institusional, sementara interaktivitas sangat memprediksi kepercayaan publik (β = 0,670, p < 0,001), yang pada gilirannya memberikan pengaruh dominan pada citra institusional (β = 0,886, p < 0,001). Kepercayaan publik memediasi sebagian hubungan antara interaktivitas dan citra institusional, sehingga pendorong utama evaluasi warga terhadap lembaga pemerintah adalah komunikasi yang responsif dan dialogis, bukan polesan konten. Temuan ini menunjukkan bahwa instansi pemerintah Indonesia sebaiknya lebih sedikit berinvestasi dalam menyempurnakan estetika konten dan lebih banyak berinvestasi dalam membangun hubungan dua arah yang tulus dengan audiens mereka. Keterbatasan utama penelitian ini adalah rendahnya diskriminasi empiris antara konstruk kepercayaan publik dan citra institusional, yang dilaporkan secara terbuka dan diuji melalui model alternatif.
Kata Kunci: komunikasi media sosial pemerintah, kepercayaan publik, citra institusional, interaktivitas, PLS-SEM.
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