The Role of Social Media and Public Trust in Improving the Reputation of Local Government in West Kotawaringin Regency
Abstract
This study aims to analyze the role of social media and public trust in enhancing the reputation of the Regional Government of Kotawaringin Barat Regency. The background of this study is based on the increasing use of social media as a public communication channel by government institutions, as well as the need for regional governments to build a positive reputation through information transparency, rapid message delivery, accessibility, and responsive communication with the public. This study employed a quantitative approach with an explanatory research design. The population consisted of residents of Kotawaringin Barat Regency who follow the official social media accounts of the Regional Government of Kotawaringin Barat Regency on YouTube, Facebook, and/or Instagram. The sample was determined using a purposive sampling technique, involving 100 respondents. Primary data were collected through questionnaires, while data analysis was conducted using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with the assistance of SmartPLS software. The results show that social media has a positive and significant effect on regional government reputation, with a coefficient of 0.427, a t-statistic value of 8.517, and a p-value of 0.000. Social media also has a positive and significant effect on public trust, with a coefficient of 0.554, a t-statistic value of 10.443, and a p-value of 0.000. Furthermore, public trust has a positive and significant effect on regional government reputation, with a coefficient of 0.562, a t-statistic value of 12.342, and a p-value of 0.000. The indirect effect test indicates that public trust mediates the effect of social media on regional government reputation, with a coefficient of 0.312, a t-statistic value of 7.768, and a p-value of 0.000. The R-square value for regional government reputation is 0.765, indicating that 76.5% of the variation in regional government reputation can be explained by social media and public trust, while the remaining percentage is influenced by other variables outside the research model. Based on these findings, it can be concluded that effective government social media management, characterized by openness, speed, accessibility, and informative content, can strengthen public trust. This trust subsequently contributes to improving the reputation of the Regional Government of Kotawaringin Barat Regency. Therefore, social media does not merely function as an information dissemination channel, but also serves as a strategic instrument for building relationships, legitimacy, public trust, and institutional reputation in regional governance.
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DOI: https://dx.doi.org/10.30659/jrbi.v23i2.52865
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