STRATEGI PUBLIC RELATIONS PT. NUTRIFOOD INDONESIA DALAM PENGELOLAAN AKUN MEDIA SOSIAL INSTAGRAM @nutrifood UNTUK MEMBANGUN CORPORATE BRANDING

ANINDITA, BERNADETTE SONYA (2020) STRATEGI PUBLIC RELATIONS PT. NUTRIFOOD INDONESIA DALAM PENGELOLAAN AKUN MEDIA SOSIAL INSTAGRAM @nutrifood UNTUK MEMBANGUN CORPORATE BRANDING. S1-Sarjana thesis, Universitas Mercu Buana Jatisampurna.

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Abstract

ABSTRAK Kemajuan teknologi menuntut manusia untuk hidup bertransformasi ke arah digital. Sebagai salah satu perusahaan yang selalu berusaha mengadaptasi teknologi, PT Nutrifood Indonesia kini mulai “melek digital”. Salah satu yang dilakukan adalah melakukan pengelolaan akun media sosial Instagram @nutrifood untuk membangun corporate branding. Penelitian ini menggunakan teori strategi Public Relations, yaitu fact finding, planning, communicating, dan evaluation. Tipe penelitian yang digunakan adalah penelitian kualitatif. Metode yang digunakan adalah deskriptif kualitatif dengan teknik pengumpulan datanya menggunakan observasi data dan wawancara narasumber Public Relations Manager dan Public Relations Associate PT Nutrifood Indonesia, dan followers Instagram @nutrifood. Berdasarkan hasil dari penelitian menunjukan bahwa, Nutrifood pada tahapan planning, melakukan tiga proses antara lain; annually, monthly, dan special campaign. Planning dilakukan dengan tujuan mendapatkan konsep, tema, design, maupun konten yang akan dipost. Pada tahapan fact finding, Nutrifood mengumpulkan, meriset, dan menganalisa data berdasarkan kegiatan dan program yang pernah dilaksanakan untuk menjadi acuan kegiatan selanjutnya. Lalu pada tahapan communication, melakukan postingan sesuai dengan jadwal yang sudah ditentukan sebelumnya. Kemudian, pada tahap evaluation, tim Public Relations PT Nutrifood Indonesia melakukan review terhadap unggahan yang sudah dipost. Akun media sosial Instagram @nutrifood sudah berhasil membangun corporate branding. Kata Kunci : Strategi Public Relations, Media Sosial, Instagram, Corporate Branding, PT Nutrifood Indonesia ABSTRACT Technology advancesrequire us to transformed our life to be digital. As one of the company that always try to adopt technology, PT Nutrifood Indonesia nowadays starts to be “melek digital”. One thing that PT Nutrifood Indonesia be done is managing @nutrifood Instagram social media account to build corporate branding. This research uses the theory of Public Relations strategies, they are fact finding, planning, communication, and evaluation. The type of research is qualitative research and the method is descriptive-qualitative with data collection techniques using data observations and interviews Public Relations Manager and Public Relations Associate PT Nutrifood Indonesia, and @nutrifood Instagram followers. Based on the results of the study showed that in the planning phase, Nutrifood carried out three process including annually, monthly, and special campaign. Planning is done with the aim of getting the concepts, themes, designs, and content that will be posted. In the fact finding phase, Nutrifood collects, researchs, and analyzes data based on activities and programs that have been carried out to be a reference for further activities. Then, at the communication phase, posting is done according to a predetermined schedule. Then, at the evaluation phase, PT Nutrifood Indonesia's Public Relations team conducted a review of posted uploads. Social media Instagram @nutrifood has successfully built corporate branding. Keywords : Public Relations Strategy, Social Media, Instagram, Corporate Branding, PT Nutrifood Indonesia

Item Type: Thesis (S1-Sarjana)
Call Number CD: FK/PR 20 033
NIM: 44217310034
Uncontrolled Keywords: Strategi Public Relations, Media Sosial, Instagram, Corporate Branding, PT Nutrifood Indonesia
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
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: 19 Aug 2020 04:29
Last Modified: 19 Aug 2020 04:29
URI: http://repository.mercubuana.ac.id/id/eprint/56710

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