Mengukur kepercayaan masyarakat atas kinerja Kementerian ATR/BPN melalui analisis sentimen pada platform digital
Abstract
Governments increasingly leverage social media for institutional reputation management, yet a significant gap often persists between institutional narratives and public perception. This study aims to analyze the topical and sentimental disparities between the Instagram posts of Indonesia’s Ministry of Agrarian Affairs and Spatial Planning/National Land Agency (ATR/BPN) and netizens' responses throughout 2023. Employing a quantitative approach, this research applies lexicon-based sentiment analysis and descriptive content analysis to 15,198 comments across 1,213 posts. The results reveal a striking digital communication paradox. While the institutional agenda is heavily dominated by the celebration of land certificate handovers and ministerial visits, 56.5% of public comments exhibit negative sentiment. Netizens actively repurpose the comment section into a grassroots grievance mechanism for agrarian disputes, bureaucratic hurdles in land certification, and reports of land mafias. Consequently, there is a diametrical clash in the contextualization of the core lexicons "land" and "certificate" between the glorification of government performance and the reality of public service delivery. This study concludes that social media exposure does not holistically reflect successful land governance. The findings highlight a critical policy implication, urging government institutions to shift their digital governance paradigm from a mere public relations tool to an evaluative instrument for responsive public service.
Pemerintah semakin gencar memanfaatkan media sosial untuk membangun citra kelembagaan, namun seringkali terdapat kesenjangan antara narasi institusi dan persepsi publik. Penelitian ini bertujuan menganalisis disparitas topik dan sentimen antara unggahan Instagram Kementerian Agraria dan Tata Ruang/Badan Pertanahan Nasional (ATR/BPN) dan respons warganet sepanjang tahun 2023. Menggunakan pendekatan kuantitatif, studi ini mengaplikasikan analisis sentimen berbasis leksikon (lexicon-based) dan analisis isi deskriptif terhadap 15.198 komentar dari 1.213 unggahan. Hasil penelitian menyingkap sebuah paradoks komunikasi digital. Sementara agenda institusi didominasi oleh selebrasi kinerja penyerahan sertipikat dan kunjungan kerja menteri, 56,5% komentar warganet justru bersentimen negatif. Warganet secara aktif mengalihfungsikan ruang komentar menjadi wadah pengaduan sengketa agraria, hambatan prosedur administrasi, hingga pelaporan indikasi mafia tanah. Terdapat benturan pemaknaan diametral pada leksikon "tanah" dan "sertipikat" antara glorifikasi kinerja pemerintah dan realitas layanan publik di akar rumput. Studi ini menyimpulkan bahwa eksposur media sosial belum merefleksikan keberhasilan tata kelola pertanahan secara holistik. Implikasi dari temuan ini menuntut institusi pemerintah untuk menggeser paradigma tata kelola digital dari sekadar instrumen kehumasan (public relations) menjadi instrumen evaluasi pelayanan publik yang responsif.
References
Ali, H. Y., Danish, R. Q., & Asrar-ul-Haq, M. (2020). How corporate social responsibility boosts firm financial performance: The mediating role of corporate image and customer satisfaction. Corporate Social Responsibility and Environmental Management, 27(1), 166–177. https://doi.org/10.1002/csr.1781
Amelia, P. (2020 Humas Kementerian Agraria dan Tata Ruang/Badan Pertanahan Nasional dalam menangani pengaduan masyarakat mengenai program pendaftaran tanah sistematis lengkap (PTSL) melalui Instagram [Undergraduate thesis, Universitas Satya Negara Indonesia]. https://repository.usni.ac.id/repository/47f076f8cc72a817e1fa4b0b8a2ad984.pd
Amrin, R. N., Dewi, A. R., & Sudibyanung, S. (2025). Komunikasi pengelolaan aduan layanan pertanahan dan peningkatan citra pada media sosial Instagram @kementerian.atrbpn. Jurnal Kebijakan Publik, 16(3), 225–238. https://doi.org/10.31258/jkp.v16i3.8864
Anggina, S., Setiawan, N. Y., & Bachtiar, F. A. (2022). Analisis ulasan pelanggan menggunakan multinomial naïve Bayes classifier dengan lexicon-based dan TF-IDF pada Formaggio Coffee and Resto. @is The Best: Accounting Information Systems and Information Technology Business Enterprise, 7(1), 76–90. https://doi.org/10.34010/aisthebest.v7i1.7072
Arsyad, A., Dzaljad, R. G., Nurmiarani, M., & Rantona, S. (2024). Media sosial sebagai agen transformasi politik: Analisis pengaruh terhadap proses komunikasi politik. Jurnal Pendidikan dan Ilmu Sosial, 2(2), 240–251. https://doi.org/10.54066/jupendis.v2i2.1593
Arvin, M. B., Pradhan, R. P., & Nair, M. S. (2021). Are there links between institutional quality, government expenditure, tax revenue and economic growth? Evidence from low-income and lower middle-income countries. Economic Analysis and Policy, 70, 468–489. https://doi.org/10.1016/j.eap.2021.03.011
‘Aziiz, A. Z., & Anom, E. (2023). Strategi humas Kementerian Agraria dan Tata Ruang/Badan Pertanahan Nasional dalam menciptakan citra positif kementerian. Journal of Management and Business, 5(1), 82–93. https://doi.org/10.31539/jomb.v5i1.5464
Benitez, J., Ruiz, L., Castillo, A., & Llorens, J. (2020). How corporate social responsibility activities influence employer reputation: The role of social media capability. Decision Support Systems, 129, Article 113223. https://doi.org/10.1016/j.dss.2019.113223
Bhagat, S., & Kim, D. J. (2023). Examining users’ news sharing behaviour on social media: Role of perception of online civic engagement and dual social influences. Behaviour & Information Technology, 42(8), 1194–1215. https://doi.org/10.1080/0144929X.2022.2066019
Bleakley, A., Rough, D., Edwards, J., Doyle, P., Dumbleton, O., Clark, L., Rintel, S., Wade, V., & Cowan, B. R. (2022). Bridging social distance during social distancing: Exploring social talk and remote collegiality in video conferencing. Human–Computer Interaction, 37(5), 404–432. https://doi.org/10.1080/07370024.2021.1994859
Bordoloi, M., & Biswas, S. K. (2023). Sentiment analysis: A survey on design framework, applications and future scopes. Artificial Intelligence Review, 56(11), 12505–12560. https://doi.org/10.1007/s10462-023-10442-2
Broom, G. M., & Sha, B.-L. (2013). Cutlip and Center’s effective public relations (11th ed.). Pearson.
Cahyono, A. S. (2016). Pengaruh media sosial terhadap perubahan sosial masyarakat di Indonesia. Publiciana, 9(1), 140–157. https://doi.org/10.36563/publiciana.v9i1.79
Cai, M., Luo, H., Meng, X., Cui, Y., & Wang, W. (2023). Network distribution and sentiment interaction: Information diffusion mechanisms between social bots and human users on social media. Information Processing & Management, 60(2), 103197. https://doi.org/10.1016/j.ipm.2022.103197
Chen, M., & Peng, A. Y. (2022). Why do people choose different social media platforms? Linking use motives with social media affordances and personalities. Social Science Computer Review, 41(2), 330–352. https://doi.org/10.1177/08944393211049120
Damayanti, A. (2023, March 12). Pegawai BPN viral gegara istri flexing: Profil hingga hartanya tembus Rp14,7 M. Detikcom. https://finance.detik.com/berita-ekonomi-bisnis/d-6613955/pegawai-bpn-viral-gegara-istri-flexing-profil-hingga-hartanya-tembus-rp-14-7-m#google_vignette
Darman, R. (2023). Analisis sentimen respons Twitter terhadap persyaratan Badan Penyelenggara Jaminan Sosial (BPJS) di Kantor Pertanahan. Widya Bhumi, 3(2), 113–136. https://doi.org/10.31292/wb.v3i2.61
de Vries, W. T., & Pinuji, S. (2025). Balancing between land and sea rights—An analysis of the “pagar laut” (sea fences) in Tangerang, Indonesia. Land, 14(7), 1382. https://doi.org/10.3390/land14071382
Fitri, M. Y. (2022). Analisis sentimen pengguna aplikasi Sentuh Tanahku menggunakan metode naïve Bayes, SVM, dan random forest [Undergraduate thesis, Universitas Internasional Semen Indonesia].
Ghermandi, A., Langemeyer, J., Van Berkel, D., Calcagni, F., Depietri, Y., Egarter Vigl, L., Fox, N., Havinga, I., Jäger, H., Kaiser, N., Karasov, O., McPhearson, T., Podschun, S., Ruiz-Frau, A., Sinclair, M., Venohr, M., & Wood, S. A. (2023). Social media data for environmental sustainability: A critical review of opportunities, threats, and ethical use. One Earth, 6(3), 236–250. https://doi.org/10.1016/j.oneear.2023.02.008
Gruzd, A., Lannigan, J., & Quigley, K. (2018). Examining government cross-platform engagement in social media: Instagram vs Twitter and the big lift project. Government Information Quarterly, 35(4), 579–587. https://doi.org/10.1016/j.giq.2018.09.005
Gunawan, M., Dewi, R., & Robiah, M. (2023). Kampanye literasi digital dalam menjalankan peran humas di Kementerian Kominfo. Interaksi Peradaban: Jurnal Komunikasi dan Penyiaran Islam, 3(1), 72–97. https://doi.org/10.15408/interaksi.v3i1.27955
Hanom, A. F., Meitana, N. P., Oktaviani, N. N., Maruti, A. F., & Patrianti, T. (2024). Public relations campaign PT. Kimia Farma Tbk dalam meningkatkan citra perusahaan. Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora, 2(1), 264–274. https://doi.org/10.47861/tuturan.v2i1.852
Hartanto, D. K., & Handayani, S. W. (2025). Efektivitas pendaftaran hak atas tanah dalam mencegah praktik mafia tanah di Indonesia. Al-Zayn: Jurnal Ilmu Sosial & Hukum, 3(5), 6932–6939. https://doi.org/10.61104/alz.v3i5.2326
Hasan, E. (2010). Komunikasi Pemerintahan. PT Refika Aditama.
Hidayah, N. F., Kartika R, K. P., & Budiman, S. N. (2022). Penerapan metode Naive Bayes dalam analisis sentimen aplikasi Sentuh Tanahku pada Google Play. JATI (Jurnal Mahasiswa Teknik Informatika), 6(2), 679–683. https://doi.org/10.36040/jati.v6i2.5610
Huang, Y., & Wang, L. (2021). Political values and political trust in the digital era: How media engagement divides Chinese netizens. International Journal of Sociology, 51(3), 197–217. https://doi.org/10.1080/00207659.2021.1881870
Iqbal, F., Pfarrer, M. D., & Bundy, J. (2023). How crisis management strategies address stakeholders’ sociocognitive concerns and organizations’ social evaluations. Academy of Management Review, 49(2), 299–321. https://doi.org/10.5465/amr.2020.0371
Istiqomah, I. P., Djumiarti, T., & Afrizal, T. (2022). Analisis praktik good governance dalam reformasi manajemen pelayanan pertanahan pada Kantor Pertanahan Kota Semarang. Journal of Public Policy and Management Review, 11(4), 314–334. https://doi.org/10.14710/jppmr.v11i4.36173
Kim, S. (2017). Governance values and public trust in government: An exploratory study of Indonesia, Malaysia, and Thailand. KDI School of Public Policy & Management Paper No. 17-10. https://doi.org/10.2139/ssrn.3103507
Koto, F., & Rahmaningtyas, G. Y. (2017). Inset lexicon: Evaluation of a word list for Indonesian sentiment analysis in microblogs. In Proceedings of the 2017 International Conference on Asian Language Processing (IALP 2017) (pp. 391–394). IEEE. https://doi.org/10.1109/ialp.2017.8300625
Kvakic, M., & Wærdahl, R. (2024). Trust and power in the space between visibility and invisibility: Exploring digital and social media practices in Norwegian child welfare services. European Journal of Social Work, 27(1), 96–107. https://doi.org/10.1080/13691457.2022.2099350
Leppert, K., Saliterer, I., & Korać, S. (2022). The role of emotions for citizen engagement via social media: A study of police departments using Twitter. Government Information Quarterly, 39(3), 101686. https://doi.org/10.1016/j.giq.2022.101686
Licoppe, C., & Smoreda, Z. (2005). Are social networks technologically embedded? How networks are changing today with changes in communication technology. Social Networks, 27(4), 317–335. https://doi.org/10.1016/j.socnet.2004.11.001
Liu, S., Xiao, W., Fang, C., Zhang, X., & Lin, J. (2020). Social support, belongingness, and value co-creation behaviors in online health communities. Telematics and Informatics, 50, 101398. https://doi.org/10.1016/j.tele.2020.101398
McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176–187. https://doi.org/10.1086/267990
Msenge, P., & Nzewi, O. I. (2021). A proposed citizen participation–public trust model in the context of service delivery protests in South African local government. Journal of Local Government Research and Innovation, 2(0), 1–10. https://doi.org/10.4102/jolgri.v2i0.26
Musdalifah, M., & Nadjib, M. (2017). Analisis hubungan kerja struktural, fungsional, dan sinergitas antara bagian humas dan protokol dengan Dinas Perhubungan, Komunikasi, dan Informatika dalam penyebaran informasi di Kabupaten Soppeng. Jurnal Komunikasi Kareba, 6(1), 38–53. https://doi.org/10.31947/kjik.v6i1.5163
Naurah, N. (2023). Daftar platform media sosial yang paling banyak digunakan 2023, Facebook juaranya. GoodStats. https://goodstats.id/article/daftar-platform-media-sosial-yang-paling-banyak-digunakan-2023-facebook-juaranya-BHY8q
Prayudi. (2007). Penulisan naskah public relations. Andi Offset.
Purwandini, F. P. (2017). Analisis isi opini publik tentang kebijakan pemerintah pusat di bidang sosial, ekonomi dan budaya. Jurnal Komunika: Jurnal Komunikasi, Media dan Informatika, 6(1), 65–74. https://doi.org/10.31504/komunika.v6i1.1035
Rahayu, J. S., & Oktavia, Y. (2023). Komunikasi humas Pemko Batam dalam mengatasi kesimpangsiuran berita krisis pandemi Covid-19. Jurnal Ilmu Sosial dan Ilmu Politik, 4(2), 1036–1047. https://doi.org/10.56552/jisipol.v4i2.85
Restanti, A. S. (2015). Challenges and strategies to develop a positive image of the library. Record and Library Journal, 1(2), 94–104. https://doi.org/10.20473/rlj.v1-i2.2015.94-104
Ridha, W. (2014). Strategi public relations dalam membangun citra perusahaan pada Excellent Islamic School (Exiss) A Ba Ta Srengseng Jakarta Barat (Skripsi, Universitas Islam Negeri Syarif Hidayatullah Jakarta). Universitas Islam Negeri Syarif Hidayatullah.
Sa’adah, U., Rochayani, M. Y., Lestari, D. W., & Lusia, D. A. (2021). Kupas tuntas algoritma data mining dan implementasinya menggunakan R. UB Press.
Safitri, R., Alfira, N., Tamitiadini, D., Febriani, N. S., & Dewi, W. W. A. (2021). Analisis sentimen: Metode alternatif penelitian big data. UB Press.
Sanjaya, M. L. T., & Nasvian, M. F. (2024). Interaktivitas netizen 24 jam pasca deklarasi Bacapres Amin. Ekspresi dan Persepsi: Jurnal Ilmu Komunikasi, 7(1), 106–122. https://doi.org/10.33822/jep.v7i1.7169
Setiawan, C. (2023). Obesitas, olahraga, dan diet: Analisis sentimen pada Twitter berbasis analitik big data. Jurnal Olahraga Kebugaran dan Rehabilitasi (JOKER), 3(1), 71–81. https://doi.org/10.35706/joker.v3i1.8833
Tanggraeni, A. I., & Sitokdana, M. N. N. (2022). Analisis sentimen aplikasi e-government pada Google Play menggunakan algoritma naïve Bayes. JATISI (Jurnal Teknik Informatika dan Sistem Informasi), 9(2), 785–795. https://doi.org/10.35957/jatisi.v9i2.1835
Tania, S., & Cahyono, H. (2022). Praktik social media pandemic communication model pada media sosial lembaga pemerintah. Jurnal Ilmu Komunikasi, 19(1), 1–18. https://doi.org/10.24002/jik.v19i1.3861
Triana, H., Indriyani, V., Haron, R., & Arma Putri, D. (2025). The discursive constructions of protests against government policies by Instagram posts. Leksema: Jurnal Bahasa dan Sastra, 10(2), 215–231. https://doi.org/10.22515/ljbs.v10i2.12840
Triwardhani, I. J., Alhamuddin, A., Adwiyah, R., & Putra, R. P. (2023). The use of social media in product marketing activities of micro, small and medium enterprises. International Journal of Productivity and Quality Management, 38(1), 141. https://doi.org/10.1504/ijpqm.2023.128608
Tsaqila, R., Suseno, A., & Mirza, M. (2023). Peran media sosial Instagram @kanwilbpnbanten sebagai pusat informasi di bidang pertanahan (Studi etnografi virtual pada akun Instagram @kanwilbpnbanten). Jurnal Ilmu Komunikasi, 2(1), 109–116.
Verma, S. (2022). Sentiment analysis of public services for smart society: Literature review and future research directions. Government Information Quarterly, 39(3), Article 101708. https://doi.org/10.1016/j.giq.2022.10170
Wahyuni, E. D., Arifiyanti, A. A., & Afandi, M. I. (2020). Klasifikasi teks dengan Python. Indomedia Pustaka.
Wang, Y., & Feng, D. (2023). History, modernity, and city branding in China: A multimodal critical discourse analysis of Xi’an’s promotional videos on social media. Social Semiotics, 33(2), 402–425. https://doi.org/10.1080/10350330.2020.1870405
Zhang, P., Peng, B., Mi, Z., Lin, Z., Du, H., Cheng, L., Zhou, X., & Cao, G. (2024). The reduction of effective feedback reception due to negative emotions in appeals. Humanities and Social Sciences Communications, 11(1), 1–10. https://doi.org/10.1057/s41599-024-03009-1
Zsazsa, C. S. K. M., & Sitepu, E. (2023). Implementasi artificial intelligence pada pelayanan publik. All Fields of Science Journal Liaison Academia and Society, 3(3), 24–42. https://doi.org/10.58939/afosj-las.v3i3.616
Copyright (c) 2026 Reza Nur Amrin, Ridho Darman, Asih Retno Dewi, Sudibyanung Sudibyanung
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
