PERANCANGAN FEED INSTAGRAM DINAS KEARSIPAN DAN PERPUSTAKAAN KOTA BANJAR UNTUK MENINGKATKAN ENGAGEMENT RATE USER SOSIAL MEDIA DENGAN METODE DESIGN THINKING

Muhammad NaufaL Nurfirmansyah, - and Rangga Gelar Guntara, - and Muhammad Dzikri Ar Ridlo, - (2025) PERANCANGAN FEED INSTAGRAM DINAS KEARSIPAN DAN PERPUSTAKAAN KOTA BANJAR UNTUK MENINGKATKAN ENGAGEMENT RATE USER SOSIAL MEDIA DENGAN METODE DESIGN THINKING. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk merancang konten feed Instagram Dinas Kearsipan dan Perpustakaan Kota Banjar sebagai strategi untuk meningkatkan engagement rate pengguna media sosial. Permasalahan yang diidentifikasi adalah rendahnya keterlibatan audiens akibat kualitas visual yang kurang menarik, kurangnya konsistensi unggahan, dan absennya strategi komunikasi digital yang terarah. Penelitian ini menggunakan metode Design Thinking yang terdiri dari tujuh tahapan: Understand, Observe, Define, Ideate, Prototype, Test, dan Reflect. Data diperoleh melalui wawancara, observasi, dokumentasi, dan uji coba terhadap pengelola akun, pengunjung perpustakaan, serta ahli media sosial. Hasil dari perancangan menunjukkan adanya peningkatan engagement rate dari sebelumnya 0.50% menjadi 5,53% setelah 73 hari implementasi konten. Selain itu, peningkatan juga terlihat pada Insight akun seperti kenaikan followers, jumlah kunjungan profil, dan interaksi terhadap fitur Reels dan Story. Kesimpulan dari penelitian ini adalah bahwa penerapan metode Design Thinking efektif dalam memahami kebutuhan pengguna, merancang konten yang lebih menarik secara visual dan strategis, serta meningkatkan keterlibatan masyarakat terhadap layanan perpustakaan melalui media sosial Instagram. This study aims to design content for the Banjar City Archives and Library Service's Instagram feed as a strategy to increase social media user engagement. The identified problems were low audience engagement due to unattractive visual quality, a lack of consistent uploads, and the absence of a targeted digital communication strategy. This study used the Design Thinking method, which consists of seven stages: Understand, Observe, Define, Ideate, Prototype, Test, and Reflect. Data were obtained through interviews, observations, documentation, and trials with account managers, library visitors, and social media experts. The design results showed an increase in engagement rates from 0.50% to 5.53% after 73 days of content implementation. Furthermore, improvements were also seen in account insights, such as an increase in followers, the number of profile visits, and interactions with the Reels and Story features. The conclusion of this study is that the application of the Design Thinking method is effective in understanding user needs, designing more visually appealing and strategic content, and increasing public engagement with library services through Instagram

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=en&user=zVC59NoAAAAJ ID SINTA Dosen Pembimbing: Rangga Gelar Guntara: 6738149 Muhammad Dzikri Ar Ridlo: 6921736
Uncontrolled Keywords:	Design Thinking, Instagram, Engagement Rate, Perpustakaan, Konten Visual. Design Thinking, Instagram, Engagement Rate, Library, Visual Content.
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Muhammad Naufal Nurfirmansyah
Date Deposited:	01 Oct 2025 07:57
Last Modified:	01 Oct 2025 07:57
URI:	http://repository.upi.edu/id/eprint/139245

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