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ANALISIS PENGARUH SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT (SCRM) MELALUI INSTAGRAM BANK INDONESIA PROVINSI SUMATERA SELATAN TERHADAP CITRA INSTITUSI DAN KETERLIBATAN PENGGUNA

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Technological developments and social media have changed the way public institutions communicate, including in building their image and encouraging public engagement. However, in practice, Bank Indonesia South Sumatra's digital communication tends to be one-way with low public interaction, so that the effectiveness of the communication strategy has not been optimally achieved. This condition raises the question of whether the application of Social Customer Relationship Management (SCRM) through Instagram can improve the institution's image and user engagement. This study uses an associative quantitative method through a survey of active users of Instagram @bank_indonesia_sumsel. Data analysis was performed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to evaluate the measurement model and the relationship between variables, including SCRM, institutional image, and user engagement. The results show that the model explains 66.3% of the variation in institutional image and 39.8% of the variation in user engagement. SCRM has a positive and significant effect on institutional image (t = 23.752; p = 0.000; f² = 1.965) and user engagement (t = 5.197; p = 0.000; f² = 0.292), while institutional image does not significantly affect user engagement (t = 0.648; p = 0.517; f² = 0.008). This means that public interaction and participation on Instagram are more influenced by the quality of SCRM implementation than by positive perceptions of the institution itself. This study enriches the literature on SCRM in public institutions and provides practical implications for Bank Indonesia South Sumatra to improve the effectiveness of digital communication through interactive services, channel integration, and online community empowerment in order to strengthen its image and optimize public engagement.

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Detail Information

Series Title

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Call Number

T1895112025

Publisher

Indralaya : Prodi Sistem Informasi, Fakultas Ilmu Komputer Universitas Sriwijaya., 2025

Collation

xx, 152 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

302.230 7

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Prodi Sistem Informasi
Media Massa--Media Sosial

Specific Detail Info

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Statement of Responsibility

MI

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