KHOTIMAH, NUR WIDAYANTI KHUSNUL (2022) STRATEGI MEDIA SOSIAL INSTAGRAM UNTUK MENJAGA ENGAGEMENT DAN LOYALITAS PELANGGAN PADA MASA PANDEMI TAHUN 2021 (Studi Kasus Pada Everskin Klinik Senopati Akun Sosial Media Instagram @everskinclinic). S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Cover)
COVER - kaka calevi.pdf Download (396kB) |
|
Text (Lembar Pernyataan)
Lembar_Pernyataan_Orisinalitas_NurWidayantiK.K_44316110021-Fullsigned - kaka calevi.pdf Download (128kB) |
|
Text (Abstrak)
Abstrak - kaka calevi.pdf Download (35kB) |
|
Text (Bab 1)
Bab 1 - kaka calevi.pdf Restricted to Registered users only Download (449kB) |
|
Text (Bab 2)
Bab 2 - kaka calevi.pdf Restricted to Registered users only Download (304kB) |
|
Text (Bab 3)
Bab 3 - kaka calevi.pdf Restricted to Registered users only Download (118kB) |
|
Text (Bab 4)
Bab 4 - kaka calevi.pdf Restricted to Registered users only Download (792kB) |
|
Text (Bab 5)
Bab 5 - kaka calevi.pdf Restricted to Registered users only Download (78kB) |
|
Text (Daftar Pustaka)
Daftar Pustaka - kaka calevi.pdf Restricted to Registered users only Download (154kB) |
|
Text (Lampiran)
Lampiran - kaka calevi.pdf Restricted to Registered users only Download (269kB) |
Abstract
Sosial media semakin berkembang setiap tahunnya dan memiliki peran yan penting bagi perusahaan, pedagang, maupun brand karena menjadi penghubung dengan audiencenya. Saat ini banyak perusahaan, pedagang, maupun brand yang menggunakan media sosial khususnya Instagram sebagai platform untuk memasarkan produk mereka. Salah satunya yaitu klinik kecantikan di Indonesia, Everskin Klinik Senopati yang memanfaatkan media sosial khususnya Instagram dalam membangun brand untuk mendapatkan respon yang baik dari konsumen. Dengan adanya pandemi Covid 19 membuat Everskin Klinik Senopati menyusun strategi digital marketing melalui Instagam untuk membangun engagement dan loyalitas pelanggannya agar tidak kehilangan pelanggan. Oleh karena itu, peneliti ingin mengetahui bagaimana strategi sosial media Instagram Everskin Klinik dalam menjaga engament dan loyalitas pelanggan pada masa pandemi tahun 2021. Metode yang digunakan dalam penelitian ini menggunakan metode desktiptif kualitatif dengan pendekatan studi kasus dan paradigma konstruktivitas. Data primer penelitian didapatkan melalui wawancara dengan pihak internal maupun eksternal Everskin Klinik Senopati. Sedangkan, data sekunder melalui observasi serta dokumentasi. Hasil penelitian ini menunjukkan Everskin Klinik Senopati melakukan sosial media strategi dengan menggunakan media Instagram. Tahapan yang dilalui dalam sosial media strategi adalah menentukan tujuan, menetapkan sasaran, merancang konten, memilih channel, dan menentukan matriks. Dalam hal ini yang diterapkan yaitu memahami karakter konsumen dan pesaing, serta memahami kebutuhan atau permasalahan yang sedang dihadapi suatu lembaga. Media sosial yang digunakan bisa dijadikan wadah sebagai promosi sehingga dapat membangun engagement dan loyalitas yang baik dengan pelanggan. Dengan demikian dapat disimpulkan bahwa sosial media strategi dapat meningkatkan engagement dan loyalitas pelanggan. Kata kunci: Sosial Media Strategi, Instagram, Engagement, Loyalitas. Social media is growing every year and has an important role for companies, traders, and brands because it becomes a liaison with their audience. Currently, many companies, traders, and brands use social media, especially Instagram as a platform to market their products. One of them is a beauty klinik in Indonesia, Everskin Clinik Senopati which utilizes social media, especially Instagram in building a brand to get a good response from consumers. With the Covid 19 pandemic, Everskin Clinik Senopati developed a digital marketing strategy through Instagram to build customer engagement and loyalty so as not to lose customers. Therefore, the researcher wants to know how the Everskin Clinik's Instagram social media strategy isin maintaining engagement and customer loyalty during the 2021 pandemic. The method used in this study uses a qualitative descriptive method with a case study approach and constructivist paradigm. The primary data of the study was obtained through interviews with internal and external parties at Everskin Senopati Clinik. Meanwhile, secondary data through observation and documentation. The results of this study show that Everskin Clinik Senopati has implemented a social media strategy using Instagram media. The stages that are passed in the social media strategy are determining goals, setting goals, designing content, choosing channels, and determining the matrix. In this case, what is applied is understanding the character of consumers and competitors, as well as understanding the needs or problems that are being faced by an institution. The social media used can be used as a forum for promotion so that it can build good engagement and loyalty with customers. Thus, it can be concluded that social media strategy can increase customer engagement and loyalty. Keywords: Social Media Strategy, Instagram, Engagement, Loyalty.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44316110021 |
| Uncontrolled Keywords: | Sosial Media Strategi, Instagram, Engagement, Loyalitas, Social Media Strategy, Instagram, Engagement, Loyalty. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 20 Apr 2022 02:41 |
| Last Modified: | 20 Apr 2022 02:41 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60176 |
Actions (login required)
 |
View Item |
