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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar
Anya Jeconia Manoppo, Nathaniela
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STRATEGI KONTEN LINTAS PLATFORM INSTAGRAM DAN TIKTOK RUMAH PENDIDIKAN KEMENDIKDASMEN Anya Jeconia Manoppo, Nathaniela; Febri Astuti, Vivien
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 02, Juni 2026 Produce
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.50520

Abstract

This study analyzes the digital communication strategy of the Data and Information Technology Center (Pusdatin) of Kemendikdasmen in disseminating education information through the Instagram and TikTok accounts of Rumah Pendidikan. Using a mixed-methods approach, the study evaluates 161 pieces of content published from January to May 2026 through quantitative content analysis, participant observation, and in-depth interviews with two key informants. Findings reveal a significant publication volume disparity (128 posts on Instagram; 33 on TikTok), accompanied by a mirroring practice dominance of 90.9% on TikTok. Although mirroring provides operational efficiency, three native contents produced specifically for TikTok recorded an average reach of 588 views—an indicatively higher figure compared to mirrored content, though the sample size remains too small for statistical generalization. Operational challenges including layered content approval workflows and hybrid team coordination constraints were addressed through a faceless content format. This study recommends a gradual transition from mirroring toward native production based on platform affordances, accompanied by standardized vertical content templates approved in principle from the outset.
Co-Authors Febri Astuti, Vivien