Strategi Komunikasi Pemasaran Media Sosial Instagram @tmrwindonesia by UOB

Syahputra, Aldino (2022) Strategi Komunikasi Pemasaran Media Sosial Instagram @tmrwindonesia by UOB. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Instagram saat ini menjadi media sosial yang banyak digunakan perusahaan untuk menjalin hubungan dengan konsumen melalui unggahan foto, video, maupun konten lainnya. Media sosial juga dapat dimanfaatkan pelaku bisnis dalam melakukan branding melalui konten-konten yang diunggah. TMRW by UOB kemudian membuat akun Instagram @tmrwindonesia sebagai media yang dimanfaatkan dalam komunikasi pemasarannya produk layanan TMRW. Penelitian ini bertujuan untuk mengetahui dan mendeskripsikan strategi komunikasi pemasaran media sosial Instagram @tmrwindonesia by UOB. Penelitian ini menggunakan paradigma konstruktivisme dengan pendekatan kualitatif dan metode deskriptif. Penelitian ini menggunakan 3 informan yang dipilih secara purposif. Teknik pengumpulan data dilakukan melalui wawancara, observasi dan studi kepustakaan. Teknik analisis data melalui reduksi data, penyajian data, dan penarikan kesimpulan. Uji keabsahan data melalui teknik triangulasi sumber. Hasil penelitian menunjukan bahwa strategi komunikasi pemasaran media sosial Instagram @tmrwindonesia by UOB telah menerapkan kaidah-kaidah social media strategy wheel yang berisi mengenai strategi pelacakan & pemantauan, strategi saluran/distribusi, strategi komunikasi/ konten, strategi keterlibatan dan strategi pengukuran telah diterapkan TMRW by UOB di media sosial Instagram @tmrwindonesia sebagai sarana untuk mendukung program penerapan strategi komunikasi pemasarannya di media sosial Instagram. Kata Kunci: Strategi, komunikasi, pemasaran, media sosial, Instagram. Instagram is currently a social media platform that is widely used by companies to establish relationships with their consumers through the experience of sharing activities through uploading photos, videos, and other content. Social media can also be used by businesses to brand themselves through uploaded content. TMRW by UOB then created an Instagram account, @tmrwindonesia, as a medium used in its marketing communications for TMRW service products. This study aims to identify and describe the social media marketing communication strategy on Instagram @tmrwindonesia by UOB. This research uses the constructivism paradigm with a qualitative approach and a case study method. This study used three purposefully selected informants. Data collection techniques were carried out through interviews, observations, and literature studies. data analysis techniques through data reduction, data presentation, and drawing conclusions. Test the validity of the data through source triangulation techniques. The results show that the social media marketing communication strategy on Instagram @tmrwindonesia by UOB, along with the social media strategy wheel, which contains tracking and monitoring strategies, channel and distribution strategies, communication and content strategies, engagement strategies, and measurement strategies, have been implemented by TMRW by UOB on Instagram @tmrwindonesia as a means to support its marketing communication strategy implementation program on social media. Keywords: Strategy, communication, marketing, social media, Instagram.

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