Analisis Strategi Dinas Kependudukan dan Pencatatan Sipil Surabaya dalam Membangun Brand Image melalui Instagram SWARGALOKA (Suara Warga Mengelola Kebutuhan Administrasi Kependudukan)

Abstract

This study aims to analyze the strategy of the Department of Population and Civil Registration (Disdukcapil) of Surabaya City in building its brand image through the Instagram account @swargaloka.sby. The research uses a descriptive qualitative approach, employing Regina Luttrell’s Circular Model of SoMe for Social Communication as the main analytical framework. Data were collected through direct observation of @swargaloka.sby’s activities, documentation, and in-depth interviews with nine informants, consisting of four key informants (main Instagram managers) and five supporting informants (followers of the Swargaloka account). The findings show that Swargaloka’s digital communication strategy focuses on creative content management, systematic planning, and alignment with social media trends and the demographic characteristics of its followers, mainly Gen Z and millennials. Although public interaction through comments is limited, the team actively responds to inquiries via direct messages (DMs) to maintain the security of personal data. Swargaloka distinguishes itself from the official Disdukcapil account by adopting a more relaxed, interactive communication style and visually appealing content that resonates with younger audiences. This study concludes that the Swargaloka Instagram account helps shape a brand image of Disdukcapil as more approachable, adaptive, and human-centered in the eyes of the public.