RACHMASARI, ADINDA (2021) PENGARUH PENGGUNAAN MEDIA SOSIAL INSTAGRAM TERHADAP CITRA KEDAI KOPI BANG RADEN GALAXY BEKASI. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
From a PR perspective, the communication activities carried out by Bang RadenKopi are interesting to look at from the image aspect, because in the midst of theCovid-19 pandemic, Bang Raden Kopi's shop also experienced closure due to theLarge-Scale Social Restrictions (PSBB) policy, this certainly reduces visitors who come right away. However, in the context of communication, the formation of a business image also needs to be done. This aims of this study is to analyze the effect of the use of social media Instagram @bangradenkopi on the image of the Bang Raden Galaxy coffee shop among followers. The research method used in this study is quantitative by distributing questionnaires to 100 followers of the @bangradenkopi instagram account. The results showed that there was a significant influence between the influence of the use of Instagram @Bangradenkopi on the image of the Bang Raden Galaxy Coffee Shop among Followers, with an influence value of 0.410 or 41% and belonging to the medium category. Everyone can see the image of an object differently, depending on the perception he has about the object or vice versa the image can be received relatively the same for every member of society, this is what is commonly called public opinion. To carry out promotions and communication, you can consider using Instagram social media to improve the company's image by considering the indicators of the Context, Communication, Collaboration, and Network dimensions. Keywords: use of social media instagram, corporate image Dalam perspektif public relations, aktivitas komunikasi yang dilakukan oleh Bang Raden Kopi menarik untuk dikaji dari aspek citra, karena di tengah pandemi Covid19, kedai Bang Raden Kopi juga mengalami penutupan akibat kebijakan Pembatasan Sosial Berskala Besar (PSBB), hal itu tentu mengurangi pengunjung yang datang langsung. Namun dalam konteks komunikasi, pembentukan citra usaha juga tetap perlu dilakukan. Penelitian ini bertujuan untuk menganalisis pengaruh penggunaan media sosial instagram @bangradenkopi terhadap citra kedai kopi bang raden galaxy di kalangan followers. Setiap orang bisa melihat citra suatu objek berbeda-beda, tergantung pada persepsi yang ada pada dirinya mengenai objek tersebut atau sebaliknya citra bisa diterima relatif sama pada setiap anggota masyarakat, ini yang biasa disebut dengan opini public. Metode penelitian yang digunakan dalam penelitian ini adalah kuantitatif dengan menyebarkan kuesioner kepada100 followers akun instagram @bangradenkopi. Hasil penelitian menunjukan bahwa terdapatpengaruh yang signifikan antara Pengaruh Penggunaan Media Sosial Instagram @Bangradenkopi Terhadap Citra Kedai Kopi Bang Raden Galaxy Di Kalangan Followers, dengan nilai pengaruh 0,410 atau 41% dan tergolong kedalamx kategori sedang. Untuk melakukan promosi dan komunikasi dapat mempertimbangkan penggunaan media sosial instagram untuk meningkatkan citra perusahaan dengan mempertimbangkan indikator dimensi Konteks, Komunikasi, Kolaborasi, dan Jaringan. Kata Kunci: penggunaan media sosial instagram, citra perusahaan
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44216110084 |
| Uncontrolled Keywords: | use of social media instagram, corporate image, penggunaan media sosial instagram, citra perusahaan |
| 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: | MYTHA ALVIANA SARI |
| Date Deposited: | 07 Mar 2022 03:22 |
| Last Modified: | 07 Mar 2022 03:22 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57260 |
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