THE EFFECT OF GOVERNMENT INSTAGRAM CONTENT ON PUBLIC AWARENESS OF FIRE PREVENTION: A QUANTITATIVE STUDY IN TANGERANG CITY, INDONESIA

This study examines the effect ofgovernment Instagram contenton public awareness of fire prevention in Tangerang City, Indonesia.Urban fire risk remains a persistent challenge in rapidly growing cities, where dense settlements and limited safety awareness increase vulnerability. As digital platforms become central to government communication, social media particularly Instagram offers new opportunities for preventive risk communication through visually driven content. This research adopts a quantitative explanatory survey design involving 100 Instagram users who had been exposed to fire prevention content from the official government account. Data were collected through an online questionnaire measuring perceptions of government Instagram content quality (visual appeal, message clarity, relevance, and usefulness) and public awareness of fire prevention, encompassing knowledge, attitudes, and preventive behavioral tendencies. The data were analyzed using simple linear regression. The findings indicate that government Instagram content has a positive and statistically significant effect on public awareness of fire prevention (B = 0.681; p < 0.001), with an R2 value of 0.512. This suggests that more than half of the variance in public awareness can be explained by the quality of government Instagram content.