COMMUNICATION STRATEGY OF THE DKI JAKARTA PROVINCIAL EDUCATION OFFICE IN SOCIALIZING THE JOINT NEW STUDENT ADMISSION SYSTEM THROUGH INSTAGRAM @officialpmbdki

Muhammad Cahya Saputra; Intan  Leliana; Dito Anjasmoro  Ningtyas

doi:10.54783/japp.v9i3.2013

Muhammad Cahya Saputra Universitas Bina Sarana Informatika, Indonesia
Intan Leliana Universitas Bina Sarana Informatika, Indonesia
Dito Anjasmoro Ningtyas Universitas Bina Sarana Informatika, Indonesia

DOI: https://doi.org/10.54783/japp.v9i3.2013

Keywords: Communication Strategy, Social Media, Instagram, SPMB Bersama, Public Communication

Abstract

The Joint New Student Admission System (SPMB Bersama) is a policy implemented by the DKI Jakarta Provincial Government to expand educational access by involving private schools in overcoming public school capacity limitations. However, the policy faces challenges in delivering clear information regarding procedures and regulations, leading parents and prospective students to rely on Instagram as an information source. This study aims to analyze the communication strategy of the DKI Jakarta Provincial Education Office through @officialpmbdki. Using a descriptive qualitative approach with a constructivist paradigm, data were collected through interviews, observation, documentation, and literature review. The findings show that the communication strategy involves institutional communicators, regulation-based messages, Instagram as the main channel, and audience identification. The Lasswell Model and AIDA Theory indicate that the strategy effectively builds attention and interest, while desire and action require further strengthening.

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