<![CDATA[This study aims to analyze the implementation of netiquette (internet etiquette) in building a respectful digital culture, particularly within the academic community of Medan Aviation Polytechnic, through the WhatsApp social media platform. Using both quantitative and qualitative approaches, this research evaluates the understanding of netiquette among students, lecturers, and staff, as well as its effectiveness in mitigating hate speech that could tarnish the institution's reputation. The results show a significant increase in the level of understanding of netiquette after education, with 85% of respondents stating that discussions became more conducive and professional. Observations over three months revealed a 53% reduction in the frequency of hate speech in WhatsApp groups. Regression analysis uncovered a positive relationship between the application of netiquette and the reduction of digital conflicts (r=0.72, p<0.01). Additionally, the implementation of netiquette contributed to the improvement of the institution's digital reputation, with a positive increase in perceptions from students and external partners towards Medan Aviation Polytechnic. This research emphasizes that the application of netiquette is not only effective in creating polite digital communication but also serves as a crucial strategy in maintaining the image of higher education institutions. Recommendations include integrating digital literacy into the curriculum and providing regular training on digital ethics for the academic community.]]>
