Analysis of the Effectiveness of the Lampung Provincial Government's Public Communication Through Social Media Using the Logistic Regression Method

Social media has become a strategic tool for the government to disseminate public information quickly, interactively, and efficiently in the digital era. The Lampung Provincial Government utilizes various social media platforms such as Facebook, Instagram, and TikTok to support public communication activities. This study aims to analyze the effectiveness of public communication by measuring the level of activity of Regional Apparatus Organization (OPD) social media accounts using the logistic regression method. Data were collected through web scraping techniques on the official OPD social media accounts and then processed using a quantitative approach. The results show that the level of social media activity influences the effectiveness of public communication and the transparency of government information. These findings are expected to serve as a basis for local governments in designing public communication strategies that are more optimal and adaptive to developments in digital technology.