STRATEGI PUBLIC RELATIONS STUDENT BACKPACKER DALAM MEMPUBLIKASIKAN PROGRAM STUDI KOMPARATIF INTERNASIONAL MELALUI MEDIA SOSIAL INSTAGRAM

KUSUMA, FADHLIYANA DWI (2019) STRATEGI PUBLIC RELATIONS STUDENT BACKPACKER DALAM MEMPUBLIKASIKAN PROGRAM STUDI KOMPARATIF INTERNASIONAL MELALUI MEDIA SOSIAL INSTAGRAM. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

In this era, conventional mass media is still being used, but the presence of social media makes conventional media for no longer the main source of information for the community. The presence of social media as part of the development of communication technology has a tremendous impact on the process of disseminating information. Just like what has been applied so far by an organization called Student Backpacker that utilizes social media Instagram as the main media in promoting and educating the public. This study uses PR Strategy theory which includes; operational strategies, educational persuasive approaches, cooperative approaches, social responsibility approaches and coordinative and integrative approaches. The researcher used a qualitative methodology with a descriptive case study method. Data were obtained by using observation techniques, in-depth interviews with key informants from Student Backpacker and participants in the Three-State International Comparative Study program, library studies, and documentation studies. The focus of the research is on the strategy of using the social media Instagram carried out by Student Backpackers. This research produces conclusions; Student backpacker operational strategy which includes the fact finding stage, setting targets, determining Instagram media, and operational steps, persuasive and educative approaches which include branding and intensive communication processes, collaborative approaches with travel and professional guides and related universities, a coordinative and integrative approach through contributions in utilizing Indonesia's demographic bonus preparation. Key words: Social media, Instagram, PR strategy Saat ini, media massa konvensional masih digunakan, namun kehadiran media sosial membuat media konvensional sudah tidak lagi menjadi sumber informasi utama bagi masyarakat. Kehadiran media sosial sebagai bagian dari perkembangan teknologi komunikasi membawa dampak yang luar biasa dalam proses penyebaran informasi. Seperti halnya yang selama ini telah diterapkan oleh organisasi bernama Student Backpacker yang memanfaatkan media sosial Instagram sebagai media utama dalam kegiatan publikasi kepada publik Penelitian ini menggunakan teori Strategi PR yang meliputi; strategi operasional, pendekatan persuasif edukatif, pendekatan kerjasama, pendekatan tanggung jawab sosial dan pendekatan koordinatif dan integrative. Peneliti menggunakan metodologi kualitatif dengan metode studi kasus bersifat deskriptif. Data diperoleh dengan menggunakan teknik observasi, wawancara mendalam terhadap key informan dari Student Backpacker dan peserta program Studi Komparatif Internasional Tiga Negara, studi kepustakaan, dan studi dokumentasi. Fokus penelitian ada pada bagaimana strategi penggunaan media sosial Instagram yang dilakukan oleh Student Backpacker. Penelitian ini menghasilkan kesimpulan; strategi operasional Student backpacker yang meliputi tahap fact finding, penentuan target, penentuan media Instagram, dan langkah operasional, pendekatan persuasif dan edukatif yakni meliputi proses branding dan komunikasi intensif, pendekatan kerjasama dengan pihak travel dan guide professional serta universitas terkait, pendekatan koordinatif dan integratif melalui kontribusi dalam memanfaatkan persiapan bonus demografi Indonesia. Key words: Media sosial, Instagram, Strategi PR

Item Type: Thesis (S1-Sarjana)
NIM: 44217110133
Uncontrolled Keywords: Media sosial, Instagram, Strategi PR
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
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
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: Dede Muksin Lubis
Date Deposited: 09 Jan 2021 05:44
Last Modified: 01 Mar 2021 16:20
URI: http://repository.mercubuana.ac.id/id/eprint/58961

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