<![CDATA[The focus of this study is to examine the influence of content quality and audience engagement on public perception of the Instagram account @keretacepat_id as a communication channel for public transportation services in Indonesia. A quantitative approach was applied using a survey method involving 100 respondents who are active followers of the account. The content quality variable was operationalized by several indicators, namely informativeness, relevance, visual appeal, and interactivity, while audience engagement was measured through cognitive, emotional, and behavioral involvement. The research data was examined using multiple linear regression techniques to systematically and measurably assess the simultaneous and partial influence between variables. The results of the study explain that content quality and audience engagement have a positive impact on public perception. The coefficient of determination value of 54.8 percent shows that these independent variables explain most variance in public perception, while the remaining part is influenced by other factors outside the research indicators. This study shows emphasize that informative, relevant, visually appealing, and interactive content supported by audience engagement, plays an important role in shaping positive public perception. This research provides practical implications for the management of digital communication in public service institutions. Penelitian mengkaji pengaruh kualitas konten dan engagement audiens pada persepsi publik di akun Instagram @keretacepat_id sebagai kanal komunikasi layanan transportasi publik di Indonesia. Pendekatan kuantitatif digunakan melalui metode survei dengan melibatkan 100 responden yang merupakan pengikut aktif akun tersebut. Variabel kualitas konten dioperasionalisasikan oleh beberapa indikator yaitu informatif, relevan, atraksi visual, dan interaktifitas, sedangkan engagement audiens diukur melalui keterlibatan kognitif, emosional, dan perilaku. Data penelitian dikaji memakai teknik regresi linear berganda untuk menilai pengaruh simultan dan parsial antarvariabel secara sistematis dan terukur. Hasil studi menjelaskan bahwa kualitas konten serta engagement audiens memiliki dampak positif terhadap persepsi publik. Nilai koefisien determinasi sebesar 54,8% menjelaskan bahwa kedua variabel independen dapat menunjukkan mayoritas variabilitas persepsi publik, sementara dengan bagian sisanya dipengaruhi faktor-faktor lain di luar indikator penelitian. Penelitian ini menunjukkan bahwa suatu konten informatif, relevan, menarik pada penampilan, dan interaktif, serta didukung tingkat keterlibatan audiens tinggi, berperan penting membentuk persepsi publik positif. Penelitian ini memberikan implikasi praktis bagi pengelolaan komunikasi digital institusi layanan publik.]]>
