Strategi Komunikasi AI pada Media Sosial Perusahaan Teknologi Indonesia: Analisis Instagram dan Linkedin
DOI:
https://doi.org/10.57218/jueb.v5i2.2938Keywords:
Analisis framing, Instagram,, LinkedIn, Media sosial korporat, Strategi komunikasi AIAbstract
Penelitian ini mengkaji strategi komunikasi kecerdasan buatan (Artificial Intelligence/AI) yang diterapkan oleh perusahaan teknologi terkemuka di Indonesia melalui platform media sosial Instagram dan LinkedIn dalam rentang 2023–2025. Dengan menggunakan pendekatan mixed methods eksplanatori berurutan yang menggabungkan analisis konten kuantitatif dan analisis framing kualitatif, penelitian menganalisis 1.280 unggahan dari akun resmi GoTo, Traveloka, Bukalapak, dan Ruangguru. Keempat perusahaan dipilih berdasarkan status unicorn/decacorn, intensitas penerapan AI, dan keragaman segmen pasar yang diwakili. Analisis framing mengidentifikasi tiga kategori dominan: framing inovatif-optimistik yang lebih kuat di LinkedIn; framing humanistik-empatik yang lebih menonjol di Instagram dan menghasilkan tingkat keterlibatan audiens tertinggi; serta framing teknikal-kredibilitas yang lebih berfungsi membangun kepercayaan pemangku kepentingan institusional. Uji Chi-square mengonfirmasi perbedaan distribusi framing yang signifikan secara statistik antara kedua platform. Secara temporal, analisis memperlihatkan pergeseran orientasi komunikasi AI yang mencolok dari tahun ke tahun: dari penekanan pada pembuktian kapasitas teknis di awal periode, menuju narasi dampak personal yang menguat pada periode berikutnya, hingga pengintegrasian narasi AI ke dalam konteks keberlanjutan dan nilai sosial yang lebih luas menjelang akhir rentang 2023–2025. Secara teoretis, penelitian ini mengembangkan penerapan Media Richness Theory dan Framing Theory ke ranah komunikasi korporat digital di pasar berkembang. Secara praktis, penelitian ini menawarkan kerangka strategi komunikasi AI yang responsif terhadap karakteristik platform dan konteks audiens lokal.
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