PENGARUH PENGELOLAAN KONTEN DAN KUALITAS INFORMASI TERHADAP CITRA PERUSAHAAN PADA AKUN TIKTOK @baliexpress.id1
DOI:
https://doi.org/10.51878/network.v2i2.15545Keywords:
Pengelolaan Konten, Kualitas Informasi, Citra Perusahaan, TiktokAbstract
ABSTRACT
The growing use of TikTok by media companies has created new opportunities for delivering information while shaping public perceptions of an organization. This condition is reflected in the TikTok @baliexpress.id1 account of Bali Express (Jawa Pos Group), which throughout 2025 showed variations in views, likes, comments, and shares, raising concerns about the consistency of audience engagement. This study examines the extent to which content management and information quality are associated with corporate image using a quantitative approach. A total of 60 followers of the TikTok @baliexpress.id1 account were selected as respondents through purposive sampling, while data were collected using a Likert-scale questionnaire. The analysis involved validity, reliability, classical assumption, correlation, and multiple linear regression tests using SPSS. The findings indicate that content management and information quality have positive and significant effects on corporate image, with a significance value of 0.000 for each variable (p < 0.05). The coefficient of determination is 19.6%, indicating that the variables included in the model explain 19.6% of the variation in corporate image, while the remaining 80.4% is not explained by the research model. These findings position effective content management and information quality as important elements in strengthening Bali Express's corporate image through TikTok, while providing opportunities for future research to incorporate other digital communication factors.
ABSTRAK
Pemanfaatan TikTok oleh perusahaan media membuka ruang baru bagi penyampaian informasi sekaligus pembentukan persepsi publik terhadap organisasi. Kondisi tersebut terlihat pada akun TikTok @baliexpress.id1 milik Bali Express (Jawa Pos Group), yang sepanjang 2025 menunjukkan perubahan tingkat viewers, like, comment, dan share, sehingga konsistensi keterlibatan audiens menjadi perhatian dalam pengelolaan komunikasi digital. Penelitian ini mengkaji sejauh mana pengelolaan konten dan kualitas informasi berkaitan dengan citra perusahaan melalui pendekatan kuantitatif. Sebanyak 60 pengikut akun TikTok @baliexpress.id1 dipilih sebagai responden menggunakan teknik purposive sampling, sedangkan data diperoleh melalui kuesioner berskala Likert. Pengujian dilakukan dengan uji validitas, reliabilitas, asumsi klasik, korelasi, serta regresi linear berganda menggunakan SPSS. Temuan memperlihatkan bahwa pengelolaan konten dan kualitas informasi secara parsial berpengaruh positif dan signifikan terhadap citra perusahaan, masing-masing dengan nilai signifikansi 0,000 (p < 0,05). Model penelitian memiliki koefisien determinasi sebesar 19,6%, sedangkan 80,4% variasi citra perusahaan belum dijelaskan oleh variabel dalam model. Temuan ini menempatkan kualitas pengelolaan pesan dan informasi sebagai bagian penting dalam penguatan citra Bali Express melalui TikTok, sekaligus membuka peluang pengembangan model dengan mempertimbangkan faktor komunikasi digital lainnya.
References
Agustine, M., & Prasetyawati, Y. R. (2020). Pengaruh kualitas informasi Instagram dan electronic word of mouth terhadap citra Dapurfit. PRofesi Humas, 5(1), 82–97. https://doi.org/10.24198/prh.v5i1.23966
Anggraeni, N. S. P., & Rohimakumullah, M. A. A. (2022). Pengaruh kualitas informasi akun Instagram @Kotajakartapusat terhadap citra pemerintah. Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora (KAGANGA), 5(2), 418–427. https://doi.org/10.31539/kaganga.v5i2.4315
Antwi, S., & Adjei Oppong, E. (2021). Social media as a marketing tool: A review of existing literature. Available at SSRN. https://doi.org/10.2139/ssrn.4229288
Azizah, N., & Arif, D. (2025). Pengaruh pengelolaan konten dan keterlibatan konsumen terhadap peningkatan citra merek melalui media sosial sebagai variabel mediasi (Studi kasus: Platform pembelajaran online Ruangguru di Sidoarjo). Jurnal Pendidikan Tambusai, 9(3), 29304–29323. https://jptam.org/index.php/jptam/article/view/31684
Bazi, S., Filieri, R., & Gorton, M. (2023). Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty. Journal of Business Research, 160, 113778. https://doi.org/10.1016/j.jbusres.2023.113778
Gkikas, D. C., Tzafilkou, K., Theodoridis, P. K., Garmpis, A., & Gkikas, M. C. (2022). How do text characteristics impact user engagement in social media posts: Modeling content readability, length, and hashtags number in Facebook. International Journal of Information Management Data Insights, 2(1), 100067. https://doi.org/10.1016/j.jjimei.2022.100067
Kartika, N., & Yuningsih, S. (2021). Pengaruh kualitas informasi dalam media Instagram @nusatalent terhadap citra Nusa Talent. https://jurnal.umj.ac.id/index.php/semnaslit/article/view/10610
Lee, J., & Park, C. (2022). Social media content, customer engagement and brand equity: US versus Korea. Management Decision, 60(8), 2195–2223. https://doi.org/10.1108/MD-12-2020-1595
Li, X., Ma, S. D., & Wu, M. (2023). What makes social media branding more effective in shaping pre-visit image: Information quality or source credibility? Tourism Management Perspectives, 46, 101084. https://doi.org/10.1016/j.tmp.2023.101084
Mukti, I., Oruh, S., & Agustang, A. (2021). Efek pemberitaan kekerasan di media sosial terhadap citra negatif Kota Makassar. JISIP (Jurnal Ilmu Sosial dan Pendidikan), 5(4), 1375–1383. https://ejournal.mandalanursa.org/index.php/JISIP/index
Novianti, Y., Chaarnaillan, A., Hanifahturahmi, & Saudi, A. (2023). Pengaruh konten viral #Boikotaice di media sosial Twitter terhadap citra perusahaan PT Alpen Food Industry pada masyarakat Pinang Sebatang Timur Perawang 1. Jurnal Sains Sosial dan Humaniora, 2, 29–38. https://doi.org/10.47927/jssdm.v3i2.633
Nugraha, W., & Hardiyanto, N. (2022). Pengaruh kualitas informasi pada Instagram terhadap pembentukan citra destinasi wisatawan: Akun official Instagram Pantai Sayang Heulang. Industrial Research Workshop and National Seminar, 13, 13–14. https://doi.org/10.35313/irwns.v13i01.4207
Osei-Frimpong, K., Appiah Otoo, B. A., McLean, G., Islam, N., & Soga, L. R. (2023). What keeps me engaging? A study of consumers' continuous social media brand engagement practices. Information Technology & People, 36(6), 2440–2468. https://doi.org/10.1108/ITP-11-2021-0850
Prabanata, I. G. N. A. B., Putra, I. K. M., & Santra, I. K. (2022). Peranan online engagement, konten dan intensitas update konten Instagram terhadap citra perusahaan Bandara I Gusti Ngurah Rai. https://repository.pnb.ac.id/id/eprint/3317
Putra, D. I. P., & Prabayanti, H. R. (2026). Pengaruh kualitas konten media sosial TikTok terhadap brand awareness produk @rucas.official. The Commercium, 10(2), 34–45. https://doi.org/10.26740/tc.v10i2.76255
Rudeloff, C., & Michalski, P. (2024). How corporate brands communicate their higher purpose on social media: Evidence from top global brands on Twitter. Corporate Reputation Review, 27(3), 202–215. https://doi.org/10.1057/s41299-023-00168-w
Shin, S. I., Hall, D. J., Han, S., Paradice, D., & Lang, T. (2021). Do social networking fan page posts matter for corporate image? Modified elaboration likelihood model perspective. Journal of Organizational and End User Computing, 33(6), 1–23. https://doi.org/10.4018/JOEUC.20211101.oa17
Soltani, M., Veer, E., de Vries, H. P., & Kemper, J. A. (2024). “Did you see what happened?” How scandals are shared via social media. Corporate Reputation Review, 27(3), 186–201. https://doi.org/10.1057/s41299-023-00165-z
Song, B. L., Lee, K. L., Liew, C. Y., & Subramaniam, M. (2023). The role of social media engagement in building relationship quality and brand performance in higher education marketing. International Journal of Educational Management, 37(2), 417–430. https://doi.org/10.1108/IJEM-08-2022-0315
Tewu, C. A., & Setiawati, S. D. (2025). Pengaruh pengelolaan konten Instagram terhadap citra positif Telkomsel (Pengaruh pengelolaan konten keterlibatan direksi terhadap citra positif melalui konten Instagram Telkomsel pada Hari Pelanggan Nasional 2024). 12(5), 5683–5693. https://garuda.kemdiktisaintek.go.id/documents/detail/5751643
Waruwu, M., Pu'at, S. N., Utami, P. R., Yanti, E., & Rusydiana, M. (2025). Metode penelitian kuantitatif: Konsep, jenis, tahapan dan kelebihan. Jurnal Ilmiah Profesi Pendidikan, 10(1), 917–932. https://doi.org/10.29303/jipp.v10i1.3057
Wiwarottami, A. S., & Widyatama, R. (2023). The role of TikTok as content marketing to maintain brand engagement. COMMICAST, 4(3), 76–89. https://doi.org/10.12928/commicast.v4i3.9661
Zhang, Z., Akhter, S., Al-Abyadh, M. A., & Cong, P. T. (2022). Determinants of unverified news sharing on social media and its effects on corporate image. Frontiers in Psychology, 13, 937104. https://doi.org/10.3389/fpsyg.2022.937104
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Luh Anggi Liani
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
CC Attribution-NonCommercial-ShareAlike 4.0
