CONTENT QUALITY AND CAPTION CONSISTENCY IN INSTAGRAM PROMOTION OF POLITEKNIK NEGERI LHOKSEUMAWE
DOI:
https://doi.org/10.61393/heiema.v3i1.387Keywords:
compliance, taxation, LhokseumaweAbstract
This study employs a qualitative approach with a descriptive analysis method, chosen to provide an in-depth understanding of the visual content quality and caption consistency on the official Instagram account of Politeknik Negeri Lhokseumawe (@humas_pnl). Data were collected through direct observation of Instagram posts published between January 2023 and January 2024, totaling 184 uploads. The observation focused on identifying patterns in the use of visuals, the presence of captions, and the alignment between text and images. In addition, content analysis was conducted to examine visual elements such as design, color, and typography, as well as textual elements including caption length, language style, message relevance, and consistency. To strengthen the findings, secondary data were gathered from relevant literature and previous studies on digital communication strategies and higher education promotion. Data were analyzed thematically by categorizing findings into visual quality, caption effectiveness, message consistency, and text–visual alignment. The results were then interpreted to provide a comprehensive overview of the effectiveness of Instagram as a promotional strategy for higher education institutions.
References
Arkam, N., & Sessu, W. P. T. (2023). Pengelolaan Konten Instagram Sebagai Media Pemasaran Objek Wisata Alam. ADMIT Jurnal Administrasi Terapan, 1(1), 123. https://doi.org/10.33509/admit.v1i1.2219
Girsang, C. N., & Kartikawangi, D. (2021). Two-Way Symmetrical Communication Pattern: Company Strategy to Build Engagement Through Social Media. Jurnal Komunikasi, 13(2), 271. https://doi.org/10.24912/jk.v13i2.11191
Gunawan, C., M Si, S., dan Ikom, M. (2022, May). Caption Foto Berita pada Surat kabar harian Ibukota Sebagai Gambaran Bagi Pembacanya (Studi Kasus: Caption Foto Suratkabar Harian Republikan). Seminar Nasional Teknologi Cetak Dan Media Kreatif (Vol. 1, No. 1, pp. 100-107).
IC Rachman, Y Indah, A Anwar, R Raihan. (2023). Peranan Media Sosial Dalam Meningkatkan Minat Berkunjung Wisatawan Di Kota Sabang. Jurnal Ilmiah Mahasiswa Ekonomi dan Bisnis Islam 4 (2), 76-82
Lestari, R. D. (2020). Jurnalisme Digital dan Etika Jurnalisme Media Sosial (Studi pada Akun Instagram@ tempodotco dan@ tribunjogja)(Digital Journalism and The Ethics of Social Media Journalism (Study in the Instagram Account@ tempodotco and@ tribunjogja)). JURNAL IPTEKKOM Jurnal Ilmu Pengetahuan & Teknologi Informasi, 22(2), 159-174.
Mahendra, B. (2017). Eksistensi sosial remaja dalam Instagram (sebuah perspektif komunikasi). Jurnal Visi Komunikasi, 16(1), 151-160.
Mariana, M. (2019). Penetapan harga penjualan gas LPG bersubsidi di Kecamatan Mutiara ditinjau menurut hukum Islam. Jurnal Tahqiqa: Jurnal Ilmiah Pemikiran Hukum Islam, 13(2), 190–203.
Mariana, M., & Amri, A. (2021). Hawalah mutlaqah dalam perspektif Syafi’iyah dan Hanafiyah. SINTESA: Jurnal Kajian Islam dan Sosial Keagamaan, 1(2), 136–147. https://jurnal.kopertais5aceh.or.id/index.php/SINTESA/article/view/182
Mariana, M., & Ibrahim, I. (2021). Peran DPR dalam pengangkatan duta besar setelah amandemen UUD 1945. Jurnal Tahqiqa, 15(1), 1–14.
Mariana, M., & Murthaza, M. (2019). Etika bisnis dalam perspektif hukum Islam (Studi kasus pada swalayan Kota Sigli). Jurnal Tahqiqa: Jurnal Ilmiah Pemikiran Hukum Islam, 13(1), 62–72. https://www.researchgate.net/publication/342378823
Mariana, M., Nadirsyah, N., & Abdullah, S. (2018). Accounting information, non-accounting information and lending decision. Jurnal Reviu Akuntansi dan Keuangan, 8(2), 148–160.
Purbohastuti, A. W. (2017). Efektivitas media sosial sebagai media promosi. Tirtayasa Ekonomika, 12(2), 212-231. https://jurnal.untirta.ac.id/index.php/JTE/article/download/4456/3213.17:12
Swastika, I. G. A. D. G. P. (2022). Pengaruh Kualitas Konten Terhadap Minat Beli Followers Instagram@ Transforme. Id (Doctoral Dissertation, Universitas Atma Jaya Yogyakarta). https://repository.uajy.ac.id/id/eprint/27905/6/180906590%204.pdf.
Yang, K., Kim, H. M., & Tanoff, L. (2020). Signaling trust: Cues from Instagram posts. Electronic Commerce Research and Applications, 43, 100998. https://doi.org/10.1016/j.elerap.2020.100998
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Mahrani Mahrani, Raisa Fathia, Athina Rizqa, Andini Putri, Anwar Anwar, Maulizar Maulizar, Yulianisah Yulianisah
This work is licensed under a Creative Commons Attribution 4.0 International License.
