The Effectiveness Of Instagram Social Media In Improving The Image Of The Police (Epic Model Analysis On Instagram Account @humas_polres_singkawang)

Abstract

Instagram social media offers various advantages as well as precise and fast solutions in the information exchange process. The nature of social media is two-way communication which is very helpful in the role and function of public relations, especially Singkawang police public relations in informing programs and provisions, as well as monitoring public opinions and responses quickly. The aim of this research is to determine: (1) the dimensions of the EPIC Model that are most dominant in the effectiveness of the Instagram account @humas_polres_singkawang in improving the image of the police in Singkawang City; 2) the effectiveness of the Instagram account @humas_polres_singkawang in improving the image of the police based on the EPIC Model. This research approach is a quantitative approach with the EPIC Model analysis method which is then supported by questionnaire data distributed to respondents using Google forms. The sampling technique used accidental sampling, with a total research sample of 99 respondents who were followers of the Instagram @humas_polres_singkawang account. The results of this research show that: 1) the empathy dimension is the dimension that has the highest average score in this research among the three dimensions of persuasion, impact and communication with an average score of 4.21. Based on this, the Empathy dimension is included in the effective scale range. 2) Based on the results of data calculations using the EPIC Model, the Instagram account @humas_polres_singkawang was declared effective in the process of implementing policy transparency and information disclosure to improve the image of the police, with a cumulative average score of 4.04.