Khusaini, Achmad (2023) THE EFFECTIVENESS OF SOCIAL MEDIA INSTAGRAM AS AN INFORMATION MEDIUM FOR PONDOK PESANTREN DARUSSALAM MARTAPURA. S1 Undergraduate thesis, UNIVERSITAS DARUSSALAM GONTOR.

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Abstract

The @darussalam_1914 Instagram account has the highest followers and engagement among the five large pesantren Instagram accounts in South Kalimantan, the results of the website notjustanalytics.com say that the engagement rate is good if it is more than 2.4% of the follower range of 10,000-100,000. Research has the aim of testing how effective Instagram social media @darussalam_1914 is as Pondok Pesantren information media Darussalam Martapura. In this research, Chris Heuer’s 4C theory is used which involves four indicators, namely context, communication, collaboration, and connection. The method applied in this research is a descriptive survey with a quantitative approach. Sampling using the slovin formula resulted in 397 respondents. The results showed that the descriptor that obtained the highest score with a total score of 1478 or 93.1% was shown in the use of clear and easy to understand language and the lowest descriptor with a total score of 1253 or 78.9% was shown in the descriptor of the Instagram account manager responding quickly to any questions asked by followers. The results also show that the @darussalam_1914 Instagram account is declared very effective as a medium for disseminating information about Pondok Pesantren Darussalam Martapura, this is evidenced by the total score of 15,182 which is in the range of Q3 to A (>Q3-A). In this study, it was conveyed that a positive view of the development of Cyber PR of Darussalam Martapura Islamic Boarding School was related to the development of Cyber PR

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