Efektivitas Kualitas Konten Digital Dan Konsistensi Frekuensi Posting Terhadap Peningkatan Persepsi Pengguna Jasa Direktorat Jenderal Bea Dan Cukai

Abstrak

This study aims to analyze the effectiveness of digital marketing strategies in enhancing the public perception of Indonesia’s Directorate General of Customs and Excise (DJBC). As a pivotal institution in national economic stability, DJBC plays multiple roles, including revenue collection, trade facilitation, and industrial assistance. However, public trust has been negatively impacted by various factors. To improve its brand image, DJBC launched the "Makin Baik" campaign, which utilizes digital marketing techniques. This research investigates the impact of three key components: brand campaign effectiveness, digital content quality, and consistency in posting frequency on public perception. A mixed-method approach was adopted, combining qualitative case studies and quantitative surveys. The results indicate a significant increase in public trust from 45% in 2022 to 60% in 2023, attributed to improvements in DJBC's digital engagement and content strategy. Additionally, social media analytics reveal an increase in interactions and followers, demonstrating the campaign's success in engaging the public. Nevertheless, challenges remain in addressing negative stigmas and ensuring long-term digital communication strategies. This research contributes to the understanding of optimizing brand engagement for government institutions through digital marketing.