INTERAKTIVITAS PENGGUNAAN MEDIA SOSIAL INSTAGRAM @KITABISACOM SEBAGAI MEDIA INFORMASI KEMANUSIAAN

Social media has become an important communication tool in the dissemination of information, including humanitarian issues. Instagram, as one of the most popular platforms, is used by social organizations to raise public awareness and community involvement in charitable activities. This study aims to analyze the interactivity of the Instagram account @kitabisacom in conveying humanitarian information and encouraging public participation, with a focus on posts related to the defense of Palestine. This study uses McMillan's Interactivity Model, which divides interactions into user to system, user to user, and user to document. In addition, this study also refers to the concepts of public communication and social media as a medium of information. By understanding the interactivity on the @kitabisacom account, this study provides insight into the effectiveness of social media in supporting humanitarian campaigns and fundraising. The research approach used is qualitative with content analysis methods. Data was collected from @kitabisacom Instagram posts during October–December 2023, analyzing the number of likes, comments, and views as indicators of user engagement. The data was analyzed using a categorization technique based on McMillan's interactivity model. The results of the study show that the interactivity of the @kitabisacom account is quite high, especially on posts involving public figures such as Najwa Shihab. User-to-system interactivity dominates through the like and view features, while user-to-user interaction is seen in discussions in the comments section. In conclusion, Instagram is effective as a medium for humanitarian information that can increase public engagement and support social action.