PEMANFAATAN FITUR MEDIA SOSIAL FACEBOOK DAN INSTAGRAM SARANA PENUNJANG KOMUNIKASI PEMASARAN UNIVERSITAS DARMA PERSADA

ISKANDAR, DEDE (2020) PEMANFAATAN FITUR MEDIA SOSIAL FACEBOOK DAN INSTAGRAM SARANA PENUNJANG KOMUNIKASI PEMASARAN UNIVERSITAS DARMA PERSADA. S2-Magister thesis, Universitas Mercu Buana Jakarta.

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Abstract

Kehadiran media sosial begitu memudahkan para pebisnis menawarkan informasi tentang diri mereka secara online, tidak hanya melalui Web, tetapi juga melalui jejaring sosial seperti Facebook, Twitter, dan Instagram. Penelitian ini difokuskan pada Facebook dan Instagram sebagai jejaring sosial, yang sedang banyak digunakan oleh publik untuk melakukan pemasaran online, terutama di Indonesia. Universitas Darma Persada adalah salah satu Universitas yang menyebarkan informasi tentang identitas mereka yang telah berjalan selama sekitar tiga tahun terakhir dalam menggunakan media sosial Facebook dan Instagram sebagai media komunikasi pemasaran online untuk membantu dalam sisi promosi. Penelitian ini dipusatkan untuk mengetahui faktor-faktor pemanfaatan fitur media sosial Facebook dan Instagram sebagai media kampanye. Metode yang digunakan adalah metode deskriptif kualitatif. Teori yang akan digunakan adalah teori komunikasi pemasaran terpadu dan media baru. Dalam memanfaatkan dan memilih media Facebook dan Instagram sebagai media komunikasi pemasaran online, Universitas Darma Persada harus melewati beberapa tahapan yaitu; menentukan tujuan komunikasi pemasaran melalui model komunikasi pemasaran modern, pemilihan media dan strategi positioning untuk mengenali bagaimana otak pelanggan dapat menerima pesan yang dikirimkan melalui media sosial. Kata kunci : komunikasi pemasaran, media baru, promosi, sosial media, Facebook, Instagram. The emergence of social media makes it easier for users to offer information about themselves quickly based on online media, currently not only through the Web, but also through social networks such as Facebook, Twitter, and Instagram that are popular today. This research is focused on Facebook and Instagram as a social network that is widely used by the public to do online-based marketing, especially in Indonesia. Universitas Darma Persada is one of the universities that disseminates information about what they have had for about three years using social media Facebook and Instagram as an online marketing communication media. This is intended to help and increase the dissemination of information on the promotion side. This research was conducted to determine the factors of using social media features from Facebook and Instagram as campaign media. The method used is descriptive qualitative method. The theory that will be used is the theory of integrated marketing communication and new media. Therefore, in utilizing all features and choosing Facebook and Instagram media as online marketing communication media, Darma Persada University must go through several processes, namely; determine the purpose of marketing communication through an integrated marketing communication model, media selection and positioning strategies to recognize how the customer's brain can receive messages sent through the social media. Keywords: marketing communication, integrated marketing communication, new media, promotion, social media, Facebook, Instagram.

Item Type: Thesis (S2-Magister)
Call Number: TK/52/19/029
NIM: 55216120048
Uncontrolled Keywords: komunikasi pemasaran, media baru, promosi, sosial media, Facebook, Instagram.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal
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
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 > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Dede Muksin Lubis
Date Deposited: 04 Feb 2020 04:55
Last Modified: 04 Feb 2020 04:55
URI: http://repository.mercubuana.ac.id/id/eprint/54108

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