The Impact of PT PLN (Persero) UPT Manado's Digital Content Strategy on the Image of State-Owned Enterprises on Social Media Among the Community in Wori Village

Abstract

This research aims to analyze the impact of PT PLN (Persero) UPT Manado's digital content strategy on the image of state-owned enterprises on social media among the people of Wori Village. Using a quantitative method with linear regression analysis, this study involved 36 questionnaire items (18 for digital content strategy and 18 for corporate image). The reliability test results show a Cronbach's Alpha value of 0.703 for the digital content strategy variable, indicating a reliable instrument. Regression analysis yielded a correlation coefficient (R) of 0.720, indicating a strong relationship between digital content strategy and corporate image. with the regression equation Y = 15.558 + 0.746X. The research findings prove that digital content strategy significantly influences the formation of a positive image of state-owned enterprises on social media, particularly among the residents of Wori Village. This result also addresses the challenge of disseminating positive information, which has historically been slower than negative information about the company.

Keywords : Digital Content Strategy, Corporate Image, Social Media, PLN, Wori Village