PENERAPAN FUNGSI PUBLIC RELATIONS DALAM MENGELOLA MEDIA SOSIAL INSTAGRAM UNTUK MEMBANGUN BRAND AWARENESS LEON EYEWEAR (PERIODE JANUARI - JULI 2019)

NURDINI, DIANA (2020) PENERAPAN FUNGSI PUBLIC RELATIONS DALAM MENGELOLA MEDIA SOSIAL INSTAGRAM UNTUK MEMBANGUN BRAND AWARENESS LEON EYEWEAR (PERIODE JANUARI - JULI 2019). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

PT Leon has been established since August 2016 and started distributing its products in January 2017, where the distribution channel does not directly sell to consumers (customers), but through other companies or commonly referred to as retailers (selling To consumers of fewer numbers). The theory that the authors take according to Mary which Public relations is one part of the same breath in the organization, and must give the identity of its organization appropriately and properly and able to communicate it so that the public And have a clear and correct understanding of the organization. " The paradigm used based on research objectives is to know the implementation of Public Relations function in managing social media Instagram. The postpositivism paradigm was used to look at the interactivity of social media use of Instagram @leon. Eyewear as a communication medium in managing the brand awareness of Leon to retailers and customers. The results of this research is a public relations function is needed by the company to build a positive image of the company with the right communication so that the public trust, the company, products, and brands that cover the entire Using the appropriate communication media in accordance with the target audience and PT. Leon using Instagram social media in managing the Brand to include customers and retailers. Keywords: Public Relations function, Instagram social Media, build Brand Awareness. PT Leon baru berdiri sejak Agustus 2016 dan mulai mendistribusikan produknya pada bulan Januari 2017, dimana saluran distribusinya tidak langsung menjual ke konsumen (customer), melainkan melalui perusahaan lain atau biasa disebut sebagai retailer (menjual langsung kepada konsumen dengan jumlah yang lebih sedikit). Teori yang penulis ambil menurut Maria yang mana Public relations merupakan satu bagian dari satu nafas yang sama dalam organisasi tersebut, dan harus memberi identitas organisasinya dengan tepat dan benar serta mampu mengomunikasikannya sehingga publik menaruh keperayaan dan mempunyai pengertian yang jelas dan benar terhadap organisasi tersebut”. Paradigma yang digunakan berdasarkan tujuan penelitian yang yakni ingin mengetahui Penerapan Fungsi Public Relations dalam mengelola media sosial Instagram. Paradigma post-positivisme digunakan untuk melihat interaktifitas penggunaan media sosial instagram @leon.eyewear sebagai media komunikasi dalam mengelola brand awareness Leon kepada retailer dan customer. Hasil penelitian ini adalah Fungsi public relations sangat dibutuhkan oleh perusahaan guna membangun citra positif perusahaan dengan komunikasi yang tepat sehingga public menaruh kepercayaan, terhadap perusahaan, produk, dan brand yang mencakup keseluruhan tersebut dengan menggunakan media komunikasi yang tepat sesuai dengan khalayak sasaran dan PT. Leon menggunakan media sosial Instagram dalam mengelola Brand demi mencakup para customer dan retailer. Kata Kunci : Fungsi Public Relations, Media Sosial Instagram, Membangun Brand Awareness.

Item Type: Thesis (S1-Sarjana)
Call Number: SK/42/19/109
NIM: 44214120101
Uncontrolled Keywords: Fungsi Public Relations, Media Sosial Instagram, Membangun Brand Awareness.
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
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Virda Syifa
Date Deposited: 03 Nov 2020 05:52
Last Modified: 03 Nov 2020 05:52
URI: http://repository.mercubuana.ac.id/id/eprint/51506

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