STRATEGI PUBLIC RELATIONS DALAM MENGELOLA MEDIA SOSIAL INSTAGRAM SLEEP PROJECT INDONESIA UNTUK MEMBANGUN BRAND AWARENESS TAHUN 2022

PRABANDARI, SHAFIRA (2022) STRATEGI PUBLIC RELATIONS DALAM MENGELOLA MEDIA SOSIAL INSTAGRAM SLEEP PROJECT INDONESIA UNTUK MEMBANGUN BRAND AWARENESS TAHUN 2022. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Sleep Project Indonesia (SPI) telah berdiri sejak tahun 2018 dan membuka akun instagram resminya pada maret 2020. Sleep Project Indonesia merupakan perusahaan yang menyediakan perlengkapan tidur dengan bahan berkualitas tinggi, dan ramah lingkungan. Dengan akun resmi media sosial instagramnya yakni, @sleepproject_indonesia telah memiliki 34.2 ribu pengikut dalam Instagramnya per juni 2022. Aktivitas sosial yang ada pada akun tersebut berupa promosi, menyebarkan informasi yang informatif mengenai jenis-jenis bahanbahan yang digunakan dalam pembuatan produk tips-tips, serta aktivitas lainnya untuk membangun brand awareness. Berdasarkan data yang didapatkan dari Napoleon cat, tercatat pada bulan mei 2022 pengguna Instagram di Indonesia mencapai 108.900.500 juta pengguna. Hal ini terjadi karena pada periode tersebut sedang berlangsungnya pandemik yang mengakibatkan masyarakat Indonesia melakukan aktivitasnya sebagian besar di dalam rumah. Instagram juga digunakan praktisi PR (Public Relations) untuk mencapai target khalayaknya. Berdasarkan hasil observasi dari peneliti, dengan jumlah pengikut di media sosial Instagram yakni berjumlah 34.2 ribu pengikut, Sleep Project Indonesia telah berkembang cepat dan maksimal dalam memanfaatkan media sosial instagram mereka. Hal ini membuat peneliti tertarik untuk meneliti apa strategi public relations yang digunakan oleh Sleep Project Indonesia yang digunakan untuk membangun brand awareness melalui media sosial Instagram mereka. Metode yang digunakan dalam penelitian ini adalah studi deskriptif kualitatif dengan paradigma konstruktivisme. Hasil dari penelitian ini adalah Sleep Project Indonesia telah menjalankan strategi public relations media sosial instagram dalam membangun brand awareness sesuai dengan 4 langkah strategi public relations menurut Cutlip & Center, yakni, Fact Finding menggunakan Google Trends Planning atau Perencanaan dengan melakukan perencanaan berupa apa yang akan mereka buat untuk konten yang akan diunggah, serta perencanaan penjadwalan pengunggahan konten, Action & Communicating setelah direncanakan, dilakukan pengunggahan konten-konten pada akun instagram sleep project dan Evaluasi berupa report atau laporan mingguan dan bulanan yang didapat melalui insight akun instagram @sleepproject_indonesia. Kedepannya diharapkan akun instagram @sleepproject_indonesia dapat lebih meningkatkan interaksi dengan followers atau customer, mulai memanfaatkan fitur live dan fitur baru di 2022 dari instagram di instagram mereka. Kata kunci : Public Relations, Instagram, Brand Awareness, Strategi Public Relations, Media Sosial ABSTRACT Sleep Project Indonesia (SPI) has been established since 2018 and opened its official Instagram account in March 2020. Sleep Project Indonesia is a company that provides sleeping equipment with high quality, environmentally friendly materials. With his official Instagram social media account, @sleepproject_indonesia, he has 34.2 thousand followers on his Instagram as of June 2022. Social activities on this account are in the form of promotions, spreading informative information about the types of materials used in making products. , as well as other activities to build brand awareness. Based on data obtained from Napoleon Paint, it was recorded that in May 2022 Instagram users in Indonesia reached 108,900,500 million users. This happened because during that period a pandemic was taking place which resulted in Indonesian people doing most of their activities at home. Instagram is also used by PR (Public Relations) practitioners to reach their target audience. Based on observations from researchers, with the number of followers on Instagram social media which amounted to 34.2 thousand followers, Sleep Project Indonesia has grown rapidly and maximally in utilizing their Instagram social media. This makes researchers interested in examining what public relations strategies are used by Sleep Project Indonesia to build brand awareness through their Instagram. The method used in this research is a qualitative descriptive study with a constructivism paradigm. The results of this study are Sleep Project Indonesia has implemented a public relations strategy for Instagram social media in building brand awareness in accordance with the 4 steps of public relations strategy according to Cutlip & Center, namely, Fact Finding using Google Trends Planning or Planning by planning what they will do. create for content to be uploaded, as well as planning for scheduling content uploads, Action & Communicating after planning, uploading content to the sleep project instagram account and Evaluation in the form of weekly and monthly reports or reports obtained through the insights of the @sleepproject_indonesia instagram account. In the future, it is hoped that the @sleepproject_indonesia Instagram account can further increase interaction with followers or customers, starting to take advantage of the live features and new features in 2022 from Instagram on their Instagram. Key Word : Public Relations, Instagram, Brand Awareness, Public Relations Strategy, Social Media

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