FIKAR, ELVIRA APRILINI (2022) STRATEGI HUMAS CHATAT.ID DALAM PENGELOLAAN BRANDING PERUSAHAAN UNTUK MENINGKATKAN CITRA (Studi Kasus: Media Sosial Instagram pada Tahun 2021). S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Penelitian ini dilakukan dengan maksud untuk menjelaskan mengenai strategi dan peranan Humas yang dilakukan oleh Chatat.id dalam mengelola branding di media sosial Instagram untuk meningkatkan citra melalui akun Instagram @chatat.id. Media sosial instagram saat ini menjadi salah satu media yang paling banyak diminati dan efektif sebagai branding perusahaan. Peneliti ini menggunakan acuan teori peranan humas yang dikemukakan oleh Scott M. Cutlip & Allen H. Center, bahwa terdapat proses strategi Public Relations yang mengacu kepada pendekatan manajerial, proses tersebut yaitu fact finding. planning. communication, and evaluation. Paradigma yang digunakan paradigma Konstruktivisme dengan pendekatan kualitatif. Metode yang digunakan peneliti metode penelitian studi kasus. Teknik pengumpulan data yang digunakan adalah wawancara, observasi, studi kepustakaan dan internet searching. Hasil penelitian ini menyimpulkan bahwa Instagram terbukti berpengaruh terhadap minat konsumen dan brand awareness dari suatu produk, baik jasa atau barang. Kata Kunci: Strategi Humas, Citra, Instagram ABSTRACT This research was conducted with the intention of explaining the strategy and role of Public Relations carried out by Chatat.id in managing branding on Instagram social media to improve image through the Instagram account @chatat.id. Instagram is currently one of the most popular and effective media for corporate branding. This researcher uses the reference to the theory of the role of public relations proposed by Scott M. Cutlip & Allen H. Center, that there is a process of Public Relations strategy that refers to a managerial approach, the process is fact finding. planning. communication, and evaluation. The paradigm used is the constructivism paradigm with a qualitative approach. The method used by the researcher is a case study research method. Data collection techniques used are interviews, observation, literature study and internet searching. The results of this study conclude that Instagram is proven to have an effect on consumer interest and brand awareness of a product, either service or goods. Keywords: PR Strategy, Image, Instagram
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR 22 042 |
| NIM/NIDN Creators: | 44218210045 |
| Uncontrolled Keywords: | Kata Kunci: Strategi Humas, Citra, Instagram |
| 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: | siti maisyaroh |
| Date Deposited: | 12 Dec 2022 04:24 |
| Last Modified: | 12 Dec 2022 04:24 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/72418 |
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