MUHAMAD, HARI (2025) PEMANFAATAN MEDIA SOSIAL PADA AKUN INSTAGRAM @Dkriukchicken DALAM MENINGKATKAN MINAT BELI KEMITRAAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana pemanfaatan media sosial Instagram @Dkriukchicken dalam meningkatkan minat beli kemitraan. Variabel penelitian meliputi pemanfaatan media sosial sebagai sarana komunikasi pemasaran digital serta minat beli kemitraan yang muncul dari aktivitas tersebut. Penelitian ini melibatkan 7 informan yang dipilih karena dianggap relevan dengan data yang dibutuhkan karena terlibat langsung dalam proses kemitraan. Pendekatan yang digunakan adalah kualitatif deskriptif, dengan pengumpulan data melalui wawancara mendalam dan observasi terhadap Instagram @Dkriukchicken. Data dianalisis menggunakan analisis Miles & Huberman, serta dikaitkan dengan indikator 7C Framework (Context, Content, Community, Customization, Communication, Connection, Commerce) untuk menilai pemanfaatan strategi digital yang digunakan. Hasil penelitian menunjukkan bahwa akun Instagram @dkriukchicken berperan sebagai media utama pemasaran digital dalam menarik calon mitra Dkriuk Fried Chicken. Berdasarkan analisis 7C Framework, tampilan visual akun dinilai konsisten dan profesional, meskipun nuansa religius yang ditampilkan perlu dikemas lebih inklusif. Konten yang disajikan bersifat informatif dan jelas, namun masih minim narasi emosional. Interaksi dengan audiens lebih banyak dilakukan melalui komunikasi privat, sementara ruang komunitas digital antarmitra belum tersedia. Integrasi Instagram dengan WhatsApp dan website mendukung proses konversi kemitraan yang sederhana dan cepat, meskipun pendampingan pasca-konversi masih perlu ditingkatkan. This study aims to examine how the Instagram account @dkriukchicken is utilized to increase partnership purchase intention. The research variables include the use of social media as a digital marketing communication tool and the partnership purchase intention that emerges from these activities. The study involved seven informants who were selected based on their relevance to the required data, as they were directly involved in the partnership process. A descriptive qualitative approach was employed, with data collected through in-depth interviews and observation of the Instagram account @dkriukchicken. The data were analyzed using the Miles and Huberman data analysis model and were interpreted based on the indicators of the 7C Framework (Context, Content, Community, Customization, Communication, Connection, and Commerce) to assess the digital marketing strategies implemented. The findings indicate that the Instagram account @dkriukchicken serves as the primary digital marketing platform in attracting potential partners of Dkriuk Fried Chicken. Based on the 7C Framework analysis, the visual appearance of the account is considered consistent and professional; however, the religious nuances displayed need to be packaged in a more inclusive manner. The content provided is informative and clear, yet still lacks emotional storytelling. Audience interaction is predominantly conducted through private communication channels, while a digital community for partners has not yet been established. The integration of Instagram with WhatsApp and the official website supports a simple and efficient partnership conversion process, although postconversion assistance and engagement still require improvement..
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44322010007 |
| Uncontrolled Keywords: | Instagram, Social Media, Purchase Interest, Franchise, 7C Framework |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | Haqi ar rachma nur |
| Date Deposited: | 02 Apr 2026 04:18 |
| Last Modified: | 02 Apr 2026 04:18 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101468 |
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