STRATEGI KOMUNIKASI PROGRAM KERJA KEMENTERIAN KOORDINATOR BIDANG PEMBANGUNAN MANUSIA DAN KEBUDAYAAN (KEMENKO PMK), DALAM MEMBANGUN BRAND AWARENESS MASYARAKAT MELALUI INSTAGRAM

WIDYANTO, FAJAR (2020) STRATEGI KOMUNIKASI PROGRAM KERJA KEMENTERIAN KOORDINATOR BIDANG PEMBANGUNAN MANUSIA DAN KEBUDAYAAN (KEMENKO PMK), DALAM MEMBANGUN BRAND AWARENESS MASYARAKAT MELALUI INSTAGRAM. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

The Coordinating Ministry for Human Development and Cultural Affairs (Kemenko PMK) role and programs in the Government is relatively not well known to public yet, in terms of its work program as well as its duties and functions in the Government. The purpose of Kemenko PMK in using Instagram platform is to display and disseminate activities and programs of Kemenko PMK, in order to provide information and knowledge, and also to promote Kemenko PMK to the wider audience. The purpose of this research study is to describe what Communication Strategies used by Kemenko PMK in Building Community Brand Awareness through the Instagram account @kemenko_pmk. Communication strategy is an art in determining position, and must be supported by good communication techniques, delivery methods and the selection of appropriate media. The presence of the internet in the midst of people's lives is the beginning of the emergence of new media. One of the new media used in this research is Instagram. The paradigm used in this research is the constructivist paradigm, with a qualitative approach. This type of research uses descriptive qualitative research methods. Data collection techniques using the method of observation, interviews, and documentation. The research result will be presented in the form of descriptive writing. The results of this study indicate (1) Recognition of the communication target, specifically the target which @kemenko_pmk is trying to reach. The target of the @kemenko_pmk instagram account is all Indonesian people who use Instagram, especially their followers. (2) Media selection, Kemenko PMK chooses Instagram media under @kemenko_pmk account because it is an effective media. In addition to that, Instagram as social media platform is currently in great demand. (3) Analysis of the purpose of communication messages. Communication activities carried out by @kemenko_pmk instagram use various features, which is photo and video posting, and caption creation with words selection that are easily understood and adjusted to the images displayed.The use of Hash tag (hashtag) in accordance to the theme of the activities carried out. Also the use of Mentions for other ministries to repost, and comment section as a form of 2-way communication with the public. (4) The role of the communicator in conveying the message must be attractive and credible. Keywords: Communication Strategy, Brand Awareness, Instagram, Kemenko PMK Kemenko PMK belum dikenal oleh masyarakat luas terkait program kerja yang ditangani, serta tugas dan fungsi dalam pemerintahan. Kemenko PMK memiliki tujuan dalam penggunaan akun instagram yaitu menampilkan kegiatan dan program Kemenko PMK guna memberikan informasi dan pemahaman, serta sarana mempromosikan Kemenko PMK kepada masyarakata luas. Tujuan penelitian penelitian ini adalah untuk mendeskripsikan Strategi Komunikasi apa saja yang digunakan oleh Kemenko PMK dalam Membangun Brand Awareness Masyarakat Melalui akun Instagram @kemenko_pmk. Strategi komunikasi merupakan suatu seni dalam menentukan posisi, dan harus didukung oleh teknik komunikasi yang baik, metode penyampaian dan pemilihan media yang tepat. Kehadiran internet ditengah-tengah kehidupan masyarakat merupakan awal dari munculnya Media baru (New Media). Salah satu media baru yang digunakan dalam penelitian ini adalah instagram. Paradigma yang digunakan dalam penelitian ini adalah paradigma konstruktivis, dengan pendekatan kualitatif. Jenis penelitian ini menggunakan metode penelitian kualitatif deksriptif. Tehnik pengumpulan data menggunakan metode observasi, wawancara, dan dokumentasi. Kemudian hasil penelitian disajikan dalam bentuk tulisan deskriptif. Hasil penelitian ini menunjukan (1) Mengenali sasaran komunikasi yaitu penetapan target audien yang ingin dicapai oleh @kemenko_pmk sendiri, targetnya dari akun instagram @kemenko_pmk adalah seluruh masyarakat Indonesia pengguna instagram terutama followernya. (2) Pemilihan media, Kemenko PMK memilih media instagram dengan akun @kemenko_pmk karena sebagai media yang efektif. Selain itu media instagram saat ini yang sedang diminati. (3) Pengkajian tujuan pesan komunikasi, Aktivitas komunikasi yang dilakukan melalui instagram @kemenko_pmk menggunakan berbagai macam fitur yang sering dilakukan yaitu unggah foto (photo upload), penggunaan judul foto (caption) dengan pemilihan kata yang mudah dipahami dan disesuaikan dengan gambar yang ditampilkan. Tagar (hastag) sesuai tema kegiatan yang dilaksanakan. Penggunaan Mentions Karena tidak jarang kementerian lain merepost, Serta komentar sebagai salah satu bentuk komunikasi 2 arah dengan khalayak. (4) Peranan komunikator dalam menyampaikan pesan harus memiliki daya Tarik dan memiliki kredibilitas. Kata Kunci : Strategi Komunikasi, Brand Awareness, Instagram, Kemenko PMK

Item Type: Thesis (S1-Sarjana)
Call Number: SK/43/19/067
NIM: 44317110080
Uncontrolled Keywords: Strategi Komunikasi, Brand Awareness, Instagram, Kemenko PMK
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.3 Programs/Program > 005.36 Programs for Personal Computers/Program untuk Komputer Personal > 005.369 Specific Programs/Program Tertentu
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
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 > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
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 > 006.78 Programz/Program
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Virda Syifa
Date Deposited: 11 Mar 2020 05:34
Last Modified: 11 Mar 2020 05:34
URI: http://repository.mercubuana.ac.id/id/eprint/51501

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