APLIKASI SEVEN C’S DALAM MEMBENTUK HUBUNGAN BAIK DENGAN PELANGGAN DI JEASTROE.ID

AULIA, SARAH (2021) APLIKASI SEVEN C’S DALAM MEMBENTUK HUBUNGAN BAIK DENGAN PELANGGAN DI JEASTROE.ID. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Di era digital informasi saat ini, ada banyak bidang profesi baru yang bermunculan, seperti youtuber, selebgram, hingga Admin Media Sosial. Profesi tersebut hadir seiring semakin banyaknya platform media sosial yang digunakan sebagai media promosi online, baik oleh instansi, selebriti, tokoh terkenal, maupun perusahaan atau brand. Salah satunya yakni brand Jeastore.id merupakan bisnis fashion muslim online yang masih berkembang dan memanfaatkan media social Instagram dalam mengembangkan bisnisnya. Untuk melihat aplikasi proses komunikasi yang efektif melalui media social ini penelitian ini menggunakan strategi komunikasi yang dikembangkan oleh Scoot M Cutlip and Allen yakni yakni strategi komunikasi Seven C’s meliputi: Kredibilitas (Credibility), konteks (Contex), konten (Content), kejelasan (Clarity), keberlanjutan dan konsistensi (Continue and consistency), Saluran (Channel) dan Kemampuan audiens (Capability of audiens). Penelitian ini menggunakan paradigma post-positivisme dengan pendekatan deskriptif kualitatif. Sumber data didapatkan melalui wawancara mendalam dengan 4 subjek penelitian dimana Staff Admin Media Sosial Media merupakan sebagai key informan. Menggunakan teknik pengumpulan data primer dan sekunder yang kemudian dilanjutkan dengan teknik tringulasi data. Hasil analisis dalam penelitian ini menunjukan bahwa Admin Media Sosial Jeastore.id telah menerapkan konsep strategi komunikasi Seven C’s secara optimal. Admin Media Sosial Jeastore.id mampu menarik hati pelanggan dan calon pelanggan melalui komunikasi yang dilakukan melalui postingan di Instagram sehingga memunculkan hubungan baik antara Jeastore.id dan juga pelanggan. Kata kunci: Jeastore.id, Admin Media Sosial, Strategi Komunikasi, Customer Relations, Seven C’s In the current digital era of information, there are many new professional fields that have sprung up, such as youtubers, celebrities, and social media admins. This profession is present as more and more social media platforms are used as online promotion media, both by agencies, celebrities, famous figures, as well as companies or brands. One of them, namely the Jeastore.id brand, is an online Muslim fashion business that is still developing and utilizing Instagram social media in developing its business. To see the application of an effective communication process through social media, this study uses a communication strategy developed by Scoot M Cutlip and Allen, namely the Seven C's communication strategy which includes: Credibility, context (Contex), content (Content), clarity (Clarity). ), continuity and consistency (Continue and consistency), Channel (Channel) and Capability of audience (Capability of audience). This study uses a post-positivism paradigm with a qualitative descriptive approach. Sources of data were obtained through in-depth interviews with 4 research subjects where the Social Media Admin Staff was the key informant. Using primary and secondary data collection techniques, then followed by data triangulation techniques. The results of the analysis in this study indicate that the Jeastore.id Social Media Admin has implemented the concept of the Seven C's communication strategy optimally. The Jeastore.id Social Media Admin is able to attract the hearts of customers and prospective customers through communication made through posts on Instagram so as to create a good relationship between Jeastore.id and customers. Keywords: Jeastore.id, Social Media Admins, Communication Strategy, Customer Relations

Item Type: Thesis (S1)
NIM/NIDN Creators: 44217110049
Uncontrolled Keywords: Jeastore.id, Admin Media Sosial, Strategi Komunikasi, Customer Relations, Seven C’s, Jeastore.id, Social Media Admins, Communication Strategy, Customer Relations
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 04:32
Last Modified: 07 Mar 2022 04:32
URI: http://repository.mercubuana.ac.id/id/eprint/57306

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