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All Journal Radiant : Journal of Applied, Social, and Education Studies
Ibnu Kuncorobroto
Universitas Sebelas Maret Surakarta, Central Java, Indonesia
Computer Science & IT Education Languange, Linguistic, Communication & Media Social Sciences Other

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Digital Advertising of the Surakarta City Government in Marketing Public Relations Perspective: Periklanan Digital Pemerintah Kota Surakarta dalam Kajian Marketing Public Relations Ibnu Kuncorobroto; Jahid Syaifullah
RADIANT: Journal of Applied, Social, and Education Studies Vol. 8 No. 1 (2026): RADIANT: Journal of Applied, Social, and Education Studies
Publisher : Politeknik Assalaam Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52187/rdt.v8i1.441

Abstract

Government advertising in the digital era has evolved beyond a mere distribution of public information. It now serves as a strategic instrument of Marketing Public Relations (MPR) that shapes public attitudes, builds institutional trust, and encourages citizen participation in policy programs. This study examines how the Surakarta City Government employs digital advertising as an MPR strategy in the dissemination of public programs, using a mixed methods approach with an explanatory sequential design: a quantitative survey (n = 400 citizens), in-depth interviews (33 informants), and policy document analysis, evaluated through the AMEC Integrated Evaluation Framework (IEF). Drawing on advertising theory from Belch & Belch (2021) and Kotler & Armstrong (2021), complemented by strategic communication principles from Holtzhausen et al. (2023), social forces perspective from Ihlen (2020), and the emergence and network approach of Nothhaft et al. (2020), this study finds that Surakarta's digital advertising ecosystem is advanced in terms of reach and volume (accessibility M = 3.91; SPBE index 3.74) but suffers a significant dialogic deficit at the level of advertising effectiveness---message comprehension (M = 3.14) and active participation (M = 2.76). AMEC IEF analysis reveals the largest gap at the out-takes and outcomes dimensions, the most critical stages in any advertising campaign cycle. The study proposes the Solo Communication Deliberative Model (SCDM) as a contextual government advertising model integrating digital branding capacity with community-based social capital rooted in Javanese cultural wisdom.
Co-Authors Jahid Syaifullah