ELIANZA, AMISHA DESTIRA (2025) STRATEGI KOMUNIKASI FAKULTAS ILMU KOMUNIKASI UNIVERSITAS MERCUBUANA DALAM MEMBANGUN CITRA POSITIF FIKOM MELALUI INSTAGRAM @FIKOM.UMB (Periode Januari -May 2025). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Social media has become an important tool for building an institutional image in the digital era. The Faculty of Communication Sciences, Mercu Buana University (FIKOM UMB), utilizes the Instagram account @fikom.umb as a platform to build rapport and strengthen relationships with students. This study aims to analyze the digital communication strategies employed by the faculty to build a positive student image. The theoretical framework covered includes communication concepts, communication strategies, institutional image, and new media theory, which emphasizes the importance of interaction and visual elements in shaping a positive image on digital platforms. This study employed a descriptive qualitative method with a constructivist paradigm. Data were collected through interviews, observations, and documentation involving faculty leaders, social media managers, and students as informants. The results indicate that the Instagram account @fikom.umb is effective as a two-way communication medium through visual consistency, the use of light-hearted messages, and the presentation of academic and inspirational content. However, FIKOM UMB faces challenges such as limited human resources in social media management and the dynamics of algorithm changes. In conclusion, FIKOM UMB's digital communication strategy is capable of building a positive, participatory, and adaptive institutional image. This research suggests strengthening the social media team, innovating content patterns, and increasing student involvement in the faculty's digital communication process. Keywords:communication strategy, institutional image, Instagram, social media, digital communication, FIKOM UMB. Media sosial menjadi sarana penting dalam membangun citra institusi di era digital. Fakultas Ilmu Komunikasi Universitas Mercu Buana (FIKOM UMB) memanfaatkan Instagram @fikom.umb sebagai media untuk menjalin kedekatan dan memperkuat hubungan dengan mahasiswa. Penelitian ini bertujuan menganalisis strategi komunikasi digital yang digunakan fakultas dalam membangun citra positif mahasiswa. Kajian teori dalam penelitian ini mencakup konsep komunikasi, strategi komunikasi, citra institusi, serta teori media baru yang menekankan pentingnya interaksi dan elemen visual sebagai pembentuk citra positif di platform digital. Penelitian ini menggunakan metode kualitatif deskriptif dengan paradigma konstruktivisme. Data dikumpulkan melalui wawancara, observasi, dan dokumentasi yang melibatkan pimpinan fakultas, pengelola media sosial, serta mahasiswa sebagai informan. Hasil penelitian menunjukkan bahwa akun Instagram @fikom.umb efektif sebagai media komunikasi dua arah melalui konsistensi visual, penggunaan pesan yang ringan, serta penyajian konten akademik dan inspiratif. Kesimpulannya, strategi komunikasi digital FIKOM UMB mampu membangun citra institusi yang positif, partisipatif, dan adaptif. Penelitian ini menyarankan penguatan tim media sosial, inovasi pola konten, serta peningkatan pelibatan mahasiswa dalam proses komunikasi digital fakultas. Kata kunci: strategi komunikasi, citra institusi, Instagram, komunikasi digital, FIKOM UMB.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44222010049 |
| Uncontrolled Keywords: | strategi komunikasi, citra institusi, Instagram, komunikasi digital, FIKOM UMB. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 29 Dec 2025 07:46 |
| Last Modified: | 29 Dec 2025 07:46 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100447 |
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