Disaster Management Campaign Via Instagram and Facebook Aksi Cepat Tanggap (Act) Indonesia

Abstract

. The focus of this research is to determine the effect of social media contents on the image of “Aksi Cepat Tanggap” (ACT) by using uses and effect theory. The method use is a quantitative survey with questionnaire data collection to followers of ACT's Facebook and Instagram accounts, also supported with related literature. The number of respondents were 100 people each representatively. Research Results: the majority of followers of ACT social media accounts are in the productive age group. The message on ACT's Facebook account is known to affect the image in the public eye by 76.7%, whereas in Instagram's account, the message content affects the image by 83.7%. The rest, the variables that influence are not examined. In a Facebook account, the message format does not significantly affect ACT's image, while on Instagram, the overall dimensions of the message content affect ACT's image in the public eye. This study uses positivistic paradigm with quantitative approach, using questionnaire as data collection method. The type of research is associative research. The variables explain the relationship between message content (X1), message format (X2), message structure (X3), message source (X4) image (Y) of Aksi Cepat Tanggap (ACT) on both Facebook and Instagram social media account.