Strategi Komunikasi Maskapai Indonesia di Era Digital: Analisis Observasi Media Sosial Garuda Indonesia, Lion Air, Dan Sriwijaya Air

Anggita Yulinda; Ananta Wiguna Alrikip

doi:10.71456/sur.v4i2.1821

Authors

Anggita Yulinda* Universitas Paramadina
Ananta Wiguna Alrikip Universitas Paramadina

DOI:

https://doi.org/10.71456/sur.v4i2.1821

Keywords:

Komunikasi Maskapai, Strategi Digital, Engagement Metrics, Indonesia Airlines, Media Sosial

Abstract

Industri penerbangan berperan strategis dalam konektivitas Indonesia sebagai negara kepulauan, dengan media sosial menjadi platform komunikasi korporat krusial di tengah penetrasi internet 79,5% dan 143 juta pengguna media sosial. Penelitian ini bertujuan menganalisis dan membandingkan strategi komunikasi media sosial Garuda Indonesia, Lion Air, dan Sriwijaya Air pada lima platform (YouTube, Instagram, Facebook, TikTok, X/Twitter). Menggunakan pendekatan kualitatif deskriptif melalui observasi langsung akun resmi selama 14 hari (27 November–10 Desember 2025), data frekuensi posting, jenis konten, dan metrik engagement (like, komentar, share, view) dikumpul dan dianalisis secara komparatif. Hasil menunjukkan Garuda Indonesia paling dominan dengan engagement tertinggi berkat konten promosi dan layanan beragam (8,4 juta+ pengikut), Sriwijaya Air seimbang dengan konten edukatif keselamatan dan destinasi, serta Lion Air terbatas dan tidak konsisten. Instagram terbukti paling responsif. Strategi digital efektif memerlukan penyesuaian konten spesifik platform dengan positioning merek untuk meningkatkan kepercayaan dan keterlibatan pelanggan.

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