Pengelolaan Media Sosial Instagram @Pertamina dalam Membangun Corporate Image Melalui Program Sustainability

Sianipar, Yerikho Hezkiel (2025) Pengelolaan Media Sosial Instagram @Pertamina dalam Membangun Corporate Image Melalui Program Sustainability. S1 thesis, Universitas Kristen Indonesia.

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Abstract

PT Pertamina (Persero) diamanatkan oleh pemerintah Indonesia untuk terlibat dalam upaya keberlanjutan (sustainability). Melalui pengelolaan media sosial seperti Instagram¸ PT Pertamina (Persero) memanfaatkan program sustainability untuk membangun citra perusahaan yang positif dan berkelanjutan. Penelitian ini bertujuan untuk mendeskripsikan bagaimana pengelolaan media sosial Instagram @Pertamina dalam membangun citra perusahaan melalui program sustainability dengan menggunakan pendekatan deskriptif kualitatif dan konsep The Circular Model of SOME (Share, Optimize, Manage, Engage) oleh Regina Luttrell. Data diperoleh melalui observasi partisipatif, wawancara semiterstruktur dengan pihak Corporate Communication PT Pertamina (Persero), serta dokumentasi. Hasil penelitian menunjukkan bahwa pengelolaan konten sustainability di Instagram dilakukan secara strategis dengan menyesuaikan tren, segmentasi audiens, serta narasi visual yang edukatif dan informatif. Melalui tahapan SOME, Pertamina berupaya membentuk persepsi publik yang positif terhadap komitmennya dalam mendukung Sustainable Development Goals (SDGs). Pengelolaan media sosial ini berkontribusi dalam membangun corporate image yang berdampak terhadap reputasi perusahaan sebagai entitas energi yang bertanggung jawab dan berkelanjutan. / PT Pertamina (Persero) has been mandated by the Indonesian government to engage in sustainability efforts. Through the management of social media platforms such as Instagram, PT Pertamina (Persero) leverages its sustainability program to build a positive and sustainable corporate image. This study aims to describe how the Instagram account @Pertamina is managed in bujinhjilding corporate image through the sustainability program, using a qualitative descriptive approach and the Circular Model of SOME (Share, Optimize, Manage, Engage) by Regina Luttrell. Data were collected through participatory observation, semi-structured interviews with the Corporate Communication team of PT Pertamina (Persero), and documentation. The research findings indicate that the management of sustainability content on Instagram is carried out strategically by aligning with trends, audience segmentation, and using educational and informative visual narratives. Through the stages of the SOME model, Pertamina strives to shape a positive public perception of its commitment to supporting the Sustainable Development Goals (SDGs). This social media management contributes to building a corporate image that positively impacts the company’s reputation as a responsible and sustainable energy entity.

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