AYUNINGTYAS, YOSEPHA BONITA (2020) PERAN DIGITAL PUBLIC RELATIONS DALAM MENINGKATKAN CITRA MEREK (BRAND IMAGE) PADA PT ULTRA PRIMA ABADI. S1-Sarjana thesis, Universitas Mercu Buana Jatisampurna.
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Abstract
ABSTRAK Arus globalisasi yang disertai kemajuan teknologi kini tidak dapat dihindari. Pengaruh teknologi digital dalam kehidupan sehari-hari telah mengubah cara berkomunikasi masyarakat. Perubahan cara komunikasi ini berdampak besar terhadap pemilihan media komunikasi dalam memperkenalkan suatu produk dengan tujuan untuk meningkatkan citra merek. Perubahan ini menurut setiap elemen untuk melakukan inovasi termasuk bagi public relation di PT Ultra Prima Abadi. Penelitian yang dilakukan bertujuan untuk mengetahui bagaimana peran digital public relations dalam meningkatkan citra merek PT Ultra Prima Abadi yang menggunakan media digital sebagai sarana penyebaran. Informasi yang disampaikan berdasarkan teori e-PR dan konsep new media Bob Julius Onggo. Penelitian ini menggunakan metode penelitian kualitatif dan menggunakan paradigma post-positivisme. Metode Penelitian yang digunakan melalui wawancara mendalam sebagai data primer dan beberapa dokumen sebagai data tambahan. Untuk pemeriksaan keabsahan data menggunakan triangulasi. Hasil penelitian ini menunjukan bahwa Digital Public Relation pada PT Ultra Prima Abadi telah mengaplikasikan teori 3R activities yaitu Relation, Reputation, dan Relevant dalam upaya meningkatkan citra merek melalui media digital. Kata kunci Peran, Media Online, E-PR, Citra Merek ABSTRACT The current of globalization accompanied by technological advances is now unavoidable. The influence of digital technology in everyday life has changed the way people communicate. This change in the way of communication has a major impact on the choice of communication media in introducing a product with the aim to improve brand image. This change is according to every element to innovate, including for public relations at PT Ultra Prima Abadi. The research carried out aims to find out how the role of digital public relations in enhancing the brand image of PT Ultra Prima Abadi that uses digital media as a means of dissemination. The information conveyed is based on e-PR theory and the concept of Bob Julius Onggo's new media. This study uses qualitative research methods and uses the post-positivism paradigm. Research methods used through in-depth interviews as primary data and several documents as additional data. To check the validity of the data using triangulation. The results of this study indicate that Digital Public Relations at PT Ultra Prima Abadi has applied the theory of 3R activities namely Relation, Reputation, and Relevant in an effort to improve brand image through digital media. Keywords: Role, Online Media, E-PR, Brand Image
| Item Type: | Thesis (S1-Sarjana) |
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| Call Number CD: | FK-PR 050 |
| NIM: | 44216320009 |
| Uncontrolled Keywords: | Peran, Media Online, E-PR, Citra Merek |
| Subjects: | 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: | Nasruddin Mansyur S.Hum |
| Date Deposited: | 17 Mar 2020 09:02 |
| Last Modified: | 17 Mar 2020 09:02 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/55622 |
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