Eksperimen Isu APBN di Media Sosial: Peran Penting Pegawai sebagai Opinion Leaders
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Jun 30, 2023
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Abstract
Di media sosial, setiap orang dapat menjadi prosumer dan kepercayaan informasi menjadi salah satu hal yang penting untuk diperhatikan agar tidak terjadi misinformasi atau misinterpretasi. Berdasarkan penelitian, kepercayaan informasi dipengaruhi oleh faktor-faktor seperti kredibilitas sumber dan kualitas informasi yang dibagikan. Opinion leaders dapat menjadi sumber informasi yang tepat, terutama berkaitan dengan rekomendasinya atas sesuatu berdasarkan keahlian, kompetensi, pengetahuan, pengalaman, atau latar belakang pendidikannya. Penelitian ini meneliti pengaruh kredibilitas sumber dan kualitas informasi yang dibagikan opinion leaders terhadap terhadap kepercayaan informasi kebijakan publik di media sosial dalam konteks isu APBN di media sosial Kementerian Keuangan. Hubungan kausal tersebut dianalisis menggunakan kerangka konsep Two-Step Flow of Communication atau Opinion Leadership melalui uji ANOVA. Pengumpulan data dilakukan terhadap 140 partisipan yang di-random assignment dari 311 subjek yang direkrut secara online experiment. Penelitian ini menggunakan desain faktorial eksperimen 2x2. Hasil penelitian ini menunjukkan bahwa tidak terdapat pengaruh perbedaan kredibilitas sumber yang signifikan antara pejabat publik dan selebritis dalam mempengaruhi kepercayaan informasi kebijakan publik di media sosial. Sementara itu, terdapat perbedaan yang signifikan antara informasi berkualitas dan informasi tidak berkualitas dalam mempengaruhi kepercayaan informasi kebijakan publik di media sosial. Berdasarkan temuan tersebut, peneliti merekomendasikan bahwa organisasi pemerintah perlu mempertimbangkan penggunaan opinion leaders sebagai salah satu bentuk strategi komunikasi kebijakan publik di media sosial dengan memperhatikan tokoh yang akan digunakan/ditunjuk sebagai opinion leaders serta menjaga kualitas informasi yang dibagikan oleh para opinion leaders tersebut.
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Nur, M. (2023). Eksperimen Isu APBN di Media Sosial: Peran Penting Pegawai sebagai Opinion Leaders. Indonesian Treasury Review: Jurnal Perbendaharaan, Keuangan Negara Dan Kebijakan Publik, 8(2), 149-169. https://doi.org/https://doi.org/10.33105/itrev.v8i2.515
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References
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Cooley, D., & Parks-Yancy, R. (2019). The effect of social media on perceived information credibility and decision making. Journal of Internet Commerce, 18(3), 249-269.
Deng, S., Lin, Y., Liu, Y., Chen, X., & Li, H. (2017). How Do Personality Traits Shape Information-Sharing Behaviour in Social Media? Exploring the Mediating Effect of Generalized Trust. Information Research: An International Electronic Journal, 22(3), n3.
Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information, Communication & Society, 22(10), 1432-1446.
Dubois, E., & Gaffney, D. (2014). The multiple facets of influence: Identifying political influentials and opinion leaders on Twitter. American behavioral scientist, 58(10), 1260-1277.
Dubois, E., Minaeian, S., Paquet-Labelle, A., & Beaudry, S. (2020). Who to Trust on Social Media: How Opinion Leaders and Seekers Avoid Disinformation and Echo Chambers. Social Media + Society, 6(2), 2056305120913993. doi:10.1177/2056305120913993
Enli, G., & Rosenberg, L. T. (2018). Trust in the Age of Social Media: Populist Politicians Seem More Authentic. Social Media + Society, 4(1), 2056305118764430. doi:10.1177/2056305118764430
Ennaji Fatima, Z., El Fazziki, A., El Alaoui El Abdallaoui, H., Benslimane, D., & Sadgal, M. (2018). Opinion leaders’ prediction for monitoring the product reputation. International Journal of Web Information Systems, 14(4), 524-544. doi:10.1108/IJWIS-03-2018-0016
Förster, M., Mauleon, A., & Vannetelbosch, V. J. (2014). Trust and Manipulation in Social Networks. Retrieved from http://www.jstor.org/stable/resrep01062
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Inexperience and experience with online stores: The importance of TAM and trust. IEEE Transactions on engineering management, 50(3), 307-321.
Gracia, D. B., & Casaló Ariño, L. V. (2015). Rebuilding public trust in government administrations through e-government actions. Revista Española de Investigación de Marketing ESIC, 19(1), 1-11. doi:10.1016/j.reimke.2014.07.001
Guo, J., Liu, Z., & Liu, Y. (2016). Key success factors for the launch of government social media platform: Identifying the formation mechanism of continuance intention. Computers in Human Behavior, 55, 750-763. doi:10.1016/j.chb.2015.10.004
Habibi, M. R., Laroche, M., & Richard, M.-O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152-161. doi:https://doi.org/10.1016/j.chb.2014.04.016
Hagar, C. (2013). Crisis informatics: Perspectives of trust–is social media a mixed blessing? School of Information Student Research Journal, 2(2), 2.
Haron, H., Johar, E. H., & Ramli, Z. F. (2016). Online opinion leaders and their influence on purchase intentions. Paper presented at the 2016 IEEE Conference on e-Learning, e-Management and e-Services (IC3e).
Jungnickel, K. (2018). New methods of measuring opinion leadership: a systematic, interdisciplinary literature analysis. International Journal of Communication, 12, 23.
Katz, E. (1957). The two-step flow of communication: An up-to-date report on an hypothesis. Public opinion quarterly, 21(1), 61-78.
Kiousis, S. (2001). Public trust or mistrust? Perceptions of media credibility in the information age. Mass communication & society, 4(4), 381-403.
Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002). The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3), 1-11.
Lee, A., & Levy, Y. (2014). The effect of information quality on trust in e-government systems'transformation. Transforming Government: People, Process and Policy, 8(1), 76-100. doi:10.1108/TG-10-2012-0011
Li, J.-Y. (2013). Re-examining The Two-Step Flow of information in the age of digital media: The case of the 2012 presidential election in the United States.
Li, R., Vafeiadis, M., Xiao, A., & Yang, G. (2020). The role of corporate credibility and bandwagon cues in sponsored social media advertising. Corporate Communications: An International Journal, 25(3), 495-513. doi:10.1108/CCIJ-09-2019-0108
Lin, H.-C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business horizons, 61(3), 431-442. doi:https://doi.org/10.1016/j.bushor.2018.01.010
Lin, X., Wang, X., & Hajli, N. (2019). Building E-Commerce Satisfaction and Boosting Sales: The Role of Social Commerce Trust and Its Antecedents. International Journal of Electronic Commerce, 23(3), 328-363. doi:10.1080/10864415.2019.1619907
Lind, E. A. (2018). Transparency, trust and public value. In J. Wanna & S. A. M. Vincent (Eds.), Opening Government (pp. 87-106): ANU Press.
Listyorini, S. (2015). Kepercayaan Konsumen Terhadap Niat Beli Produk Fashion yang Dipasarkan melalui Media Sosial Facebook (Studi pada Mahasiswa S1 FISIP UNDIP Semarang). Jurnal Ilmu Sosial, 14(1), 15-27.
Litterio Arnaldo, M., Nantes Esteban, A., Larrosa Juan, M., & Gómez Liliana, J. (2017). Marketing and social networks: a criterion for detecting opinion leaders. European Journal of Management and Business Economics, 26(3), 347-366. doi:10.1108/EJMBE-10-2017-020
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
Lovari, A., & Materassi, L. (2020). Trust me, I am the social media manager! Public sector communication's trust work in municipality social media channels. Corporate Communications: An International Journal, ahead-of-print(ahead-of-print). doi:10.1108/CCIJ-01-2020-0027
Lovari, A., & Valentini, C. (2020). Public sector communication and social media: Opportunities and limits of current policies, activities, and practices. The Handbook of Public Sector Communication, 315-328.
Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers’ purchase intention. Electronic Commerce Research and Applications, 9(4), 346-360. doi:https://doi.org/10.1016/j.elerap.2009.07.003
Marwick, A., & Lewis, R. (2017). Media manipulation and disinformation online. New York: Data & Society Research Institute.
Neti, S. (2011). Social media and its role in marketing. International journal of enterprise computing and business systems, 1(2), 1-15.
Norris, P., & Curtice, J. (2008). Getting the message out: A two-step model of the role of the Internet in campaign communication flows during the 2005 British general election. Journal of Information Technology & Politics, 4(4), 3-13.
Nulhusna, R., Sandhyaduhita, P. I., Hidayanto, A. N., & Phusavat, K. (2017). The relation of e-government quality on public trust and its impact on public participation. Transforming Government: People, Process and Policy.
Nunes, R. H., Ferreira, J. B., de Freitas, A. S., & Ramos, F. L. (2018). The effects of social media opinion leaders' recommendations on followers' intention to buy. Revista Brasileira de Gestão de Negócios, 20(1), 57-73.
Nur, M. (2020). Konstruksi Reputasi dan Responsivitas Instansi Pemerintah Melalui Media Sosial pada Situasi Pandemi Covid-19 di Indonesia (Analisis Wacana Pada Laman Facebook Direktorat Jenderal Perbendaharaan Kementerian Keuangan RI). Indonesian Treasury Review: Jurnal Perbendaharaan, Keuangan Negara dan Kebijakan Publik, 5(3), 217-234.
Nyhan, R. C. (2000). Changing the paradigm: Trust and its role in public sector organizations. The American Review of Public Administration, 30(1), 87-109.
Oestreicher-Singer, G., & Zalmanson, L. (2013). Content or Community? A Digital Business Strategy for Content Providers in the Social Age. MIS Quarterly, 37(2), 591-616. Retrieved from www.jstor.org/stable/43825924
Pinem Ave, A., Immanuella Ivonne, M., Hidayanto Achmad, N., Phusavat, K., & Meyliana. (2018). Trust and its impact towards continuance of use in government-to-business online service. Transforming Government: People, Process and Policy, 12(3/4), 265-285. doi:10.1108/TG-02-2018-0008
Platt, J., Raj, M., & Kardia Sharon, L. R. (2019). The public’s trust and information brokers in health care, public health and research. Journal of health organization and management, 33(7/8), 929-948. doi:10.1108/JHOM-11-2018-0332
Porumbescu, G. A. (2016). Comparing the Effects of E-Government and Social Media Use on Trust in Government: Evidence from Seoul, South Korea. Public Management Review, 18(9), 1308-1334. doi:10.1080/14719037.2015.1100751
Raghupathi, V., & Fogel, J. (2015). The impact of opinion leadership on purchases through social networking websites. Journal of theoretical and applied electronic commerce research, 10(3), 18-29.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258-281.
Seigler Daniel, J. (2017). Social media responsiveness in the public sector: A study of social media adoption in three functional areas of local government. International Journal of Organization Theory & Behavior, 20(1), 72-99. doi:10.1108/IJOTB-20-01-2017-B003
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