AKTIVITAS MARKETING PUBLIC RELATIONS DALAM MEMPERTAHANKAN CUSTOMER MELALUI AKUN INSTAGRAM @latikabeautycare.id

YULIANINGSIH, DEWI (2022) AKTIVITAS MARKETING PUBLIC RELATIONS DALAM MEMPERTAHANKAN CUSTOMER MELALUI AKUN INSTAGRAM @latikabeautycare.id. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Menurut data penelitian dari situs hootsuite Instagram merupakan salah satu social media yang memiliki pengaruh cukup besar untuk sebuah organisasi bisnis. Diperlukan adanya brand identity sebagai ciri khas dari suatu brand agar organisasi bisnis memiliki umur panjang dan dikenal oleh masyarakat luas. Pada penelitian ini akan dibahas terkait dengan Aktivitas Marketing Public Relations dalam mempertahankan Customer pada akun Instagram @latikabeautycare.id. Tujuan dari penelitian ini adalah untuk mengetahui aktivitas Marketing Public Relations dalam Media social Instagram dalam mempertahankan Customer. Metode penelitian yang digunakan adalah penelitian kualitatif deskriptif dengan tiga tahapan pengumpulan data yaitu tahap orientasi, tahap eksplorasi dan tahapan member check dengan sumber data penelitian yaitu data primer melalui observasi non-partisipatif dan wawancara dan data sekunder melalui dokumentasi perusahaan dan studi pustaka. Data analisis dilakukan secara interaktif dengan metode model Miles & Huberman dengan tahapan Reduksi data, Display data/ penyajian data dan mengambil kesimpulan lalu diverifikasi dengan melakukan pemeriksaan data dengan triangulasi sumber. Hasil penelitian menunjukkan bahwa media sosial Instagram memiliki pengaruh positif terhadap social engagement dalam meningkatkan awareness masyarakat, meningkatkan penjualan produk melalui strategi promosi di Instagram Story dan dapat menciptakan citra positif melalui beberapa kolaborasi dengan UMKM dan media lokal. Kata Kunci : Marketing PR, Customer, Media sosial, Instagram According to research data from the hootsuite site, Instagram is one of the social media that has a large enough influence for a business organization. It is necessary to have a brand identity as a characteristic of a brand so that business organizations have a long life and are known by the wider community. In this study, it will be discussed related to Marketing Public Relations Activities in retaining Customers on the @latikabeautycare.id Instagram account. The purpose of this study was to determine the activities of Marketing Public Relations in Instagram social media in retaining Customers. The research method used is descriptive qualitative research with three stages of data collection, namely the orientation stage, exploration stage and member check stage with research data sources namely primary data through non-participatory observations and interviews and secondary data through company documentation and literature studies. Data analysis was carried out interactively using the Miles & Huberman model method with the stages of data reduction, data display/data presentation and drawing conclusions and then verified by examining data with source triangulation. The results showed that Instagram social media had a positive influence on social engagement in increasing public awareness, increasing product sales through promotional strategies on Instagram Stories and being able to create a positive image through several collaborations with UMKM and local media. Keywords: PR Marketing, Customer Loyalty, Social Media, Instagram

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