PEMANFAATAN INSTAGRAM PPKD JAKARTA SELATAN DALAM UPAYA MENINGKATKAN MINAT PARTISIPASI PENCARI KERJA

Abstract

This study aims to analyze the use of Instagram by PPKD South Jakarta to increase job seekers’ interest in participating in training programs and to identify the factors that support and hinder its use. This research employed a qualitative approach with a descriptive method. Data were collected through observation, interviews, and documentation of the activities on the Instagram account @ppkdjsofficial, as well as the experiences of informants involved in account management and training programs. The analysis applied Pierre Lévy’s New Media Theory, focusing on social interaction and social integration, and Cohen and Uphoff’s participation theory, which covers decision-making and implementation. The findings indicate that Instagram is used to publish information about registration, vocational training options, training activities, learning materials, and participants’ work through Feed, Reels, Story, Highlight, comment sections, and Direct Message features. Visually appealing content and easy access to information help job seekers learn about available training programs and consider participating in them. Supporting factors include broad audience reach, rapid information dissemination, varied content, and administrators’ responses to inquiries. However, challenges remain in maintaining information accuracy and addressing limited human resources for content management and responding to messages. This study indicates that Instagram serves as a supporting medium for disseminating information and attracting job seekers’ interest in participating in training programs, although their decisions to participate may also be influenced by other factors.