CHARACTERISTIC OF INTERACTION STIMULANT FACTORS ANALYSIS ON SOCIAL MEDIA INSTAGRAM ACCOUNT @ditjenpajakri

Consciously or not, the social media era has moved the flow of information to their gadgets. Indonesia has been ranked third as an active user of social media Instagram. So, currently both personally and institutionally it is not unusual to have an Instagram account such as the Republic of Indonesia Directorate General of Tax with account @ditjenpajakri. Exactly, the beneficiary of the account has become an interactive medium that increases popularity to encourage trust and conversion tax in Indonesia towards the tax-aware generation. Therefore, the purpose of this study is to determine the characteristics of interaction stimulant factors on the @ditjenpajakri account with the content analysis method on various components that encourage interaction in 504 posts in 2018. The results of the research reveal that the booster component of the @ditjenpajakri account interaction consists of the type of photo/image, the number of likes/love and followers/comments, types of captions, and hashtag.

Personal instragram accounts are accounts owned by Instagram users with the username used is the user name. This account is usually used to share the daily activities of the account owner who has a follower of friends, relatives and even fans. A business instagram account is an account that is used for business activities, such as an online shop or offering services. Instagram also provides a business-specific account, but still most people use a personal Instagram account for business. In fact, Business Instagram accounts have features such as connecting to Facebook Fanpage to facilitate posting photos, analytic features help monitor Instagram visitors weekly traffic and a "call" feature that allows customers to directly contact businesspeople. Finally, a general Instagram account or a general account has a special theme. As an example of an account exploring travel, the content on the account is related to tourist attractions or natural views and has a large or viral viewer. Special themes and many followers are an extraordinary potential for monetization so this account is commonly used to receive endorsers or promotions and help flow traffic to the account (Wulandari, 2018). Instagram social media, APJII   divides Instagram into 3 types, namely: personal Instagram account, business Instagram account and general Instagram account. Personal instragram accounts are accounts owned by Instagram users with the username used is the user name. This account is usually used to share the daily activities of the account owner who has a follower of friends, relatives and even fans. A business instagram account is an account that is used for business activities, such as an online shop or offering services.

Many enthusiasts or users of
Instagram also provides a business-specific account, but still most people use a personal Instagram account for business. In fact, Business Instagram accounts have features such as connecting to Facebook Fanpage to make it easier to post photos, analytic features help to monitoring Instagram visitors weekly traffic and a "call" feature that allows customers to directly contact businessman. Finally, Instagram General Accounts are like travel explore accounts that have content related to tourist attractions or nature view. The success of accounts that have multiple or viral views is an extraordinary potential for monetization. Because, accounts are usually used to receive endorsers or promotions and help stream traffic to the account (Wulandari, 2018).
The era of social media has indeed changed the habits of the communicators, even the term communicant is like living a habit because everyone becomes very ready to act as the sender of the message. At the time of mainstream media such as TV, print and radio had full power over issues that appeared in the community. However, that role is now replaced by social media. For example, currently the fastest and highly anticipated source of Indonesian celebrity gossip is an Instagram account, @lambeturah. Therefore, it is like an obligation for public figures or institutions to have a social media account, one of which is owned by the Director General of Taxes with the Instagram account @ditjenpajakri. Saputra, a practitioner of social media and digital marketing, believes that social media can be utilized as a brand development through creative content strategies so as to achieve a level of popularity. Furthermore, the brand must also control social media to maintain reputation and opinion to be more stable with the aim of interaction and maintain a good relationship with the audience to increase consumer confidence and increase sales conversion (Saputra, 2017).
The use of social media in the millennium era is considered appropriate as an effort to improve awareness of paying taxes. The

Directorate General of Tax (DGT) implements a Tax Awareness Inclusion
Program that seeks to change the paradigm of Indonesian society. The

Theoretical Framework and Development
The Indonesian Directorate General of Tax as a planned brand As previously stated, if the Directorate General of Taxation of the Republic of Indonesia through the @ditjenpajakri account is considered a brand, it must control social media to keep reputation and opinion stable with the aim of interaction and maintain a good relationship with the audience to increase consumer confidence and increase tax payments.
Why is likened to a brand? What is the importance of a brand? Brand or brand is not something that can be allowed to develop or change by chance.
A brand is a construction that is created, stimulated and applied by an organization by seeking consumer/customer experience that will induce behavior that is beneficial to the organization. Thus, for the development of a brand requires preparation and planning (Gelder, 2005, p. 1).
The stages required by the brand in preparation and planning consist of business strategy, brand expression, the marketing mix, brand perception, brand recognition and consumer behavior (Gelder, 2005, pp. 1-4). Business strategy is planning by compiling a direct and convincing brand strategy. In this first stage, the brand is designed to persuade consumers to exhibit certain behaviors. The success of the strategy is proven if consumers actually buy, use goods (more often), pay higher prices or contribute more (Gelder, 2005, pp. 1-2). So, the tax payers are becoming more tax conscious. In the second stage has the task of changing business strategy into brand expression. This means getting a complete view of all elements of brand expression, then choosing which one to use and emphasize in brand manifestations especially including the full experience consumers have of the brand (Gelder, 2005, p. 2). In the third stage is the marketing mix which aims to translate brand expression into actual products or services, at a certain price, to be sold in certain outlets, to be promoted through certain activities and communication channels, and supported by certain services. Mistakes in marketing implementation can destroy a brand at the most important time for consumers (Gelder, 2005, p. 3). In the fourth stage, brand perception is to understand which valuations influence consumer perceptions of certain types of brands and then determine the potential of the brand among consumers in certain markets (Gelder, 2005, p. 3). The fifth stage, brand recognition is a way that distinguishes consumers between brands and competitive brands so that it is not just awareness (Gelder, 2005, p. 3). The last stage of consumer behavior is the behavior of consumers who value a brand so that they are happy to part with their money and are satisfied in the process (Gelder, 2005, p. 4). If in the case of taxation in Indonesia, certainly the achievement of tax-conscious taxpayer behavior.

The Interaction Stimulant Factors on Social Media Instagram
Dr. Mary Aiken believes that humans have always influenced and shaped by technology but there is no greater influence than the internet. Technology and the internet have changed the pattern of human interaction relationships. The internet gave birth to the era of social media where active users in Indonesia reached 130 million with high penetration reaching 49 percent (Pertiwi, 2018). And, the latest research results show the average android user spends time surfing on Instagram social media for 53 minutes (Ahl, 2018). Instagram is interpreted by Krieger, one of the founders, as an application for gadgets to take photos and process photos, a community that shares photos between one member and another and the whole world, a giant and medium sized gallery that creates a network of friends. As one of the results of technology, Instagram can make a very large contribution in business (Kasali, 2018, p. 42 animate -people in frame that is a photo containing people who are on the move or doing activities in the context of the photo; 3) nature/inimate which is a photograph of an object without people or individuals (Surijah et al., 2017, p. 6).
Caption or title or label given to uploaded photos which are classified into persuasive, descriptive and informative sentences. A persuasive caption is a call to action. Descriptive captions are sentences that contain only description of the contents of the image. Meanwhile, informative captions are sentences that provide information such as background or related facts (Surijah et al., 2017, p. 6).
One of most frequently and easily to use is hashtag feature in Instagram by the fence symbol (#) accompanied by the desired keyword (Surijah et al., 2017, p. 10). The disadvantage of Hashtags is that the more using the same hashtag, the more likely the uploaded image is quickly buried by uploads from other users. But the advantages, if you use the same hashtag, it is more likely that more people will see the uploaded image (Surijah et al., 2017, p. 11).

Research Methodology
This research examines interaction stimulant factors through posting of the photo and text elements in the @ditjenpajakri. It has amounting to 504 posts during 2018 as of Desember 25, 2018. This research uses content analysis method which is a quantitative approach.
This method help to find a description of the characteristics of the contents and draw inference from the contents (Eriyanto, 2015, p. 15).
This study uses descriptive statistical techniques, namely content analysis to describe facts, symptoms or phenomena. This research is not intended to test certain hypotheses but describe descriptively aspects of the contents (Eriyanto, 2015, p. 15).

Results and Discussion
Types of Photos / Pictures on the @ditjenpajakri Account Interaction @ditjenpajakri (Source: @ditjenpajakri account, data processed) Then, the researchers tried to link uploading photos and videos that were shared with other components. This is done to find out whether netizens prefer uploads in what form. The following graphic photos and videos in the form of single-multi, real animation and using tags or not based on netizens like, as follows: Based on the data above, the @ditjenpajakri account has posted in the form of photos and videos that has reach an average of more than 500,000 likes. If you see the average likes between photos and videos it turns out that more netizens like videos in singles, animations and tagged.
Whereas in the comments, in 2018 the @ditjenpajakri account received more comments on uploads in the form of photos than videos. However, when viewed on average the comments turned out to be the most superior are uploads in the form of single videos, animated photos and videos tagged to other accounts.
Type Caption on @ditjenpajakri Account Graph 5: types of captions on the @ditjenpajakri account on uploads in 2018. (source: @ditjenpajakri account, data processed) Seeing of the data, the caption from uploading of @ditjenpajakri account has not been widely used persuasively, in the description caption is still widely used. Why is persuasion caption important? It was mentioned earlier that Gelder revealed that brands need marketing. Meanwhile, persuasion is the essence of marketing communication by influencing the attitudes and ends of consumer behavior (Shimp, 2000, p. 227). Persuasion in an invitation or persuasion sentence may indeed not be optimized yet, but the caption description and information are expected to be able to increase the attitude both conigently, affective and conactively, especially the trust of taxpayers in Indonesian taxation.

Conclusion
interaction stimulant factors in account @ditjenpajakri consist types of photos / images, number of likes / followers and followers / comments, types of captions, and hashtags. As many as 504 posts have been uploaded to @ditjenpajakri account which is dominated by 80% of the video. Even though when viewed on average the likes and comments given by netizens, the video turns out to get more attention. In other words, netizens appreciate video uploads more than photos. Caption is mostly used in the form of sentence description while persuasion sentence is still (persuasion/invitation) is still not widely used. The most Hashtag on account @ditjenpajakri is #PajakKitaUntuKita 137 times. However, hashtag #sadarpajak only done 7 times and #generationtax tax is nothing.
The results of this study illustrate the characteristics of the @ ditjenpajakri account as an the brand of Indonesian's tax which can be used evaluation. Then, the results become the preparation material for the Indonesian Tax Directorate's brand to reach a tax-conscious generation.
Therefore, the @ditjenpajakri account as a communication medium can be optimized in the purpose of interaction, maintaining good relationships and then increasing trust and awareness of paying taxes. The limitation of this research is that it still measures the driving force of the interaction of @ditjenpajakri accounts quanti-cally not yet explored qualitatively.
So, the next research still needs qualitative analysis on the upload of @ ditjenpajakri account.