Pengaruh Cyber Public Relations dalam Meningkatkan Citra RSUP. H. Adam Malik Medan melalui Instagram

Abstract

This research is entitled “The Influence of Cyber Public Relations in Improving the Image of H. Adam Malik Medan General Public Hospital through Instagram”. This study aims to determine the influence of cyber public relations on improving the image of H. Adam Malik Medan General Public Hospital through Instagram. The theories used consist of mass communication, new media, Instagram, public relations, cyber public relations, image, and impression management theory. This research uses explanative quantitative research methods. The population in this study were all followers of the Instagram account H. Adam Malik Medan General Public Hospital @rsupham which amounted to 38,900 as of October 29, 2024. The sample amounted to 100 people who were determined through the Slovin formula with purposive sampling technique. The data collection technique was carried out by distributing questionnaires online via Google Forms to a predetermined sample. Researchers conducted data analysis techniques using Statistical Product and System Solution (SPSS) version 25, namely validity test, reliability test, single table analysis, cross table analysis, and Spearman rho hypothesis test. Hypothesis testing shows that H0 is rejected and H1 is accepted, meaning that there is an influence of cyber public relations on improving the image of H. Adam Malik Medan General Public Hospital through Instagram. From the results of the study, a correlation coefficient value of 0.816 was obtained, which shows that there is a high relationship between the two variables. The results of the correlation determination test showed that cyber public relations by 67% influenced the image improvement of H. Adam Malik Medan General Public Hospital through Instagram.