Strategi Komunikasi Digital dalam Pengelolaan Konten Instagram @infokulinerpandaan sebagai Media Informasi Kuliner
DOI:
https://doi.org/10.61994/jcss.v4i2.2351Keywords:
digital communication strategy, instagram, communicator, content management, culinary informationAbstract
ABSTRACT
Social media has transformed culinary information into interactive digital communication. This study analyzes the digital communication strategy of @InfoKulinerPandaan as a local culinary information medium in Pandaan District, Pasuruan Regency, using Harold D. Lasswell’s Communication Model, particularly the Who element. This descriptive qualitative study involved one main communicator and three culinary MSME informants. Data were collected through interviews, virtual observation, and documentation, then analyzed using the Miles and Huberman model and source triangulation. The findings show that communicator credibility is built through experience, consistency, field verification, transparency, and responsiveness. The communicator also acts as curator, content creator, editor, and relationship manager. Instagram features, particularly Reels and Stories, support information delivery and generate increased awareness, trust, visits, and sales. The study concludes that credibility, adaptability, and interactivity support effective local culinary communication.
ABSTRAK
Media sosial telah mengubah penyebaran informasi kuliner menjadi komunikasi digital yang interaktif. Penelitian ini menganalisis strategi komunikasi digital @InfoKulinerPandaan sebagai media informasi kuliner lokal di Kecamatan Pandaan, Kabupaten Pasuruan, menggunakan Model Komunikasi Harold D. Lasswell, khususnya elemen Who. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan satu komunikator utama dan tiga informan UMKM kuliner. Data dikumpulkan melalui wawancara, observasi virtual, dan dokumentasi, kemudian dianalisis menggunakan model Miles dan Huberman serta triangulasi sumber. Hasil penelitian menunjukkan bahwa kredibilitas komunikator dibangun melalui pengalaman, konsistensi, verifikasi, transparansi, dan keterbukaan terhadap koreksi. Instagram, khususnya Reels dan Stories, mendukung penyampaian informasi serta meningkatkan pengetahuan, kepercayaan, kunjungan, dan penjualan. Penelitian menyimpulkan bahwa kredibilitas, adaptabilitas, dan interaktivitas mendukung efektivitas komunikasi kuliner lokal.
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