STRATEGI BRANDING EIGER UNTUK MEMPERKUAT LOYALITAS MEREK MELALUI MEDIA SOSIAL (Studi deskriptif tentang Branding Eiger di Akun Instagram @eigeradventure Tahun 2019)

HASIBUAN, MARTHA MARSANGGUL TUA (2020) STRATEGI BRANDING EIGER UNTUK MEMPERKUAT LOYALITAS MEREK MELALUI MEDIA SOSIAL (Studi deskriptif tentang Branding Eiger di Akun Instagram @eigeradventure Tahun 2019). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

Instagram is currently a social media that is widely used by companies to establish relationships with consumers through experience sharing activities through uploading photos, videos and other content. Eiger makes Instagram @eigeradventure account as an information media, promotion includes branding through the way it manages Instagram content that is closely related to the theme of adventure and lifestyle as an identity that shows an important role for branding. Instagram is an embodiment of Eiger's efforts to engage consumers to invest time, energy or other efforts to build brand loyalty through communication with Eigerian followers who allow them to receive updates, and exchange correspondence with other consumers through comments and other things that can be generated from branding via Instagram. For this reason, this study aims to describe the Eiger branding strategy in strengthening brand loyalty through Instagram accounts @eigeradventure. This study uses the constructivism paradigm with qualitative approache and descriptive method. This study used 5 informants selected purposively. Data collection techniques are carried out through interviews, observation and literature studies. The technique of analyzing data is through data reduction, data presentation, and conclusion drawing. Test the validity of the data through the source triangulation technique. The results of the study show that the Eiger branding strategy on Instagram has implemented the social media strategy wheel which include: tracking & monitoring strategy, channel / distribution strategy, communication/content strategy, engagement strategy, and measurement strategy to strengthen brand loyalty among Eigerian followers. Keywords: Branding, loyalty, social media, Instagram, social media strategy wheel, Eiger. Instagram saat ini menjadi media sosial yang banyak digunakan perusahaan untuk menjalin hubungan dengan konsumennya melalui pengalaman berbagi aktivitas melalui unggahan foto, video, maupun konten lainnya. Media sosial juga dapat dimanfaatkan pelaku bisnis dalam melakukan branding melalui konten-konten yang diunggah. Eiger menjadikan akun Instagram @eigeradventure sebagai media informasi, promosi termasuk branding melalui caranya mengelola konten-konten Instagram yang berkaitan erat dengan tema petualangan dan gaya hidup sebagai identitas yang menunjukan peran penting branding. Instagram menjadi perwujudan dari upaya Eiger melibatkan konsumen untuk menginvestasikan waktu, energi, tenaga atau hal lainnya dalam upaya membangun loyalitas merek melalui komunikasi dengan followers Eigerian yang memungkinkan mereka menerima pembaruan, dan bertukar korespondensi dengan konsumen lain melalui kolom komentar dan hal lain yang dapat dihasilkan dari branding melalui Instagram. Untuk itu penelitian ini bertujuan untuk mendeskripsikan strategi branding Eiger dalam memperkuat loyalitas merek melalui akun media sosial Instagram @eigeradventure. Penelitian ini menggunakan paradigma konstruktivisme dengan pendekatan kualitatif dan metode deskriptif. Penelitian ini menggunakan 5 informan yang dipilih secara purposif. Teknik pengumpulan data dilakukan melalui wawancara, observasi dan studi kepustakaan. Teknik analisis data melalui reduksi data, penyajian data, dan penarikan kesimpulan. Uji keabsahan data melalui Teknik triangulasi sumber. Hasil penelitian menunjukan bahwa strategi branding Eiger di Instagram telah menerapkan kaidah-kaidah social media strategy wheel yang berisi mengenai: strategi pelacakan & pemantauan, strategi saluran/distribusi, strategi komunikasi/ konten, strategi keterlibatan) dan strategi pengukuran yang dilakukan guna memperkuat loyalitas merek di kalangan followers Eigerian. Kata Kunci: Branding, loyalitas, media sosial, Instagram, social media strategy wheel, Eiger.

Item Type: Thesis (S1-Sarjana)
NIM: 44316110047
Uncontrolled Keywords: Branding, loyalitas, media sosial, Instagram, social media strategy wheel, Eiger.
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
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 > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 09 Jul 2020 04:32
Last Modified: 09 Jul 2020 04:32
URI: http://repository.mercubuana.ac.id/id/eprint/56304

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