VRAHARA, SEPTI WENNY (2020) PENGARUH FUNGSI KOMUNIKASI TERHADAP CITRA PERUSAHAAN (Survei Terhadap Followers Instagram ZEN Rooms Indonesia). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The world community has entered the era of a knowledge-based society and the era of digital information and communication, we are provided with a lot of options of new communication medium, including social media. According to the results of research conducted by Cuponation (2019) Indonesia is the fourth highest user of Instagram in the world, which is one of the most popular social media today. The features that exist in Instagram made four communication functions that has been simplified by Effendy (2003) in Shirley and Azeharie (2014): 1. to inform, 2. to educate, 3. to entertain and 4. to influence delivered easily. The features in Instagram include these four communication functions and combined with other advantages of new media, is utilized by companies as a medium of communication and publicity in order to build and manage the company's image. This study aims to determine the extent of the impact of the communication function on ZEN Rooms Company Image, especially on Instagram with its followers in Indonesia by using the stimulus-organismresponse theory that is relevant to the image formation process which is in order to achieve ‘response’, namely the change in attitude of the target audience which is an organism that has cognitive, conative and affective aspects, an effective stimulus is required. The type of this research is an explanatory survey research with a quantitative approach. The method is survey research on ZEN Rooms Indonesia's Instagram followers, using a questionnaire as its instrument to 390 respondents which are selected by using non-probability purposive sampling method. The results of this study showed that communication function has positive and significant impact on the corporate image of ZEN Rooms Indonesia by 75%. Keywords: Communication Functions, Social Media, Corporate Image Masyarakat dunia telah memasuki era masyarakat yang berbasis pengetahuan dan era informasi dan komunikasi digital, muncul pilihan media komunikasi baru, diantaranya media sosial. Menurut hasil riset Cuponation (2019) Indonesia merupakan pengguna Instagram keempat tertinggi di dunia, yang merupakan salah satu media sosial terpopuler saat ini. Fitur-fitur yang ada dalam Instagram mencakup fungsi komunikasi interpersonal dan massa yang telah disederhanakan menjadi 4 fungsi oleh Effendy (2003) dalam Shirley dan Azeharie (2014): menginformasikan, mendidik, menghibur, dan mempengaruhi. Hal tersebut dengan keuntungan media baru lainnya tentu saja dimanfaatkan oleh perusahaan sebagai media komunikasi dan publisitas demi membangun dan mengelola citra perusahaan. Penelitian ini bertujuan untuk mengetahui sejauh mana pengaruh fungsi komunikasi terhadap citra perusahaan ZEN Rooms, khususnya dalam Instagram pada followers-nya di Indonesia dengan menggunakan landasan teori stimulusorganism- response yang relevan dengan proses pembentukan citra dimana untuk mencapai respon yakni perubahan sikap dari khalayak sasaran yang merupakan organisme yang memiliki aspek-aspek kognitif, konatif dan afektif, diperlukan stimulus yang efektif. Tipe penelitian ini adalah penelitian survey eksplanasi dengan pendekatan kuantitatif. Metode yang digunakan adalah penelitian survey pada followers Instagram ZEN Rooms Indonesia, dengan menggunakan kuesioner sebagai instrumen penelitian kepada 390 responden menggunakan teknik non-probability purposive sampling. Berdasarkan hasil penelitian ini menunjukan adanya pengaruh fungsi komunikasi berpengaruh positif dan signifikan terhadap citra perusahaan ZEN Rooms Indonesia sebesar 75%. Kata Kunci: Fungsi Komunikasi, Media Sosial, Citra Perusahaan
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