PEMANFAATAN INSTAGRAM DALAM PROGRAM CORPORATE SOCIAL RESPONSIBILITY “HAUS BERBAGI DAN HAUS PAHALA” DI MASA PANDEMI COVID-19

ALDILA, AISAH MEGA (2023) PEMANFAATAN INSTAGRAM DALAM PROGRAM CORPORATE SOCIAL RESPONSIBILITY “HAUS BERBAGI DAN HAUS PAHALA” DI MASA PANDEMI COVID-19. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The Covid-19 pandemic has brought down the national economy, but many companies are also trying to organize these activities during this pandemic. One company that organizes CSR activities in Indonesia is PT. Archipelago Business Inspiration. This study aims to find out how to use Instagram in the Corporate Social Responsibility Program "Haus to Share and Haus Pahala" during the Covid-19 Pandemic. In this study, researchers used descriptive research methods with a constructivist paradigm through a qualitative approach. Based on research results, Haus! taking advantage of the use of Instagram social media because seen from the qualified features it is considered more supportive. Use of the Haus Instagram account to promote, receive, and provide information on the CSR program "Haus Berbagi dan Haus Pahala" by utilizing Instagram features such as: photos and videos, Instagram stories, hashtag (#), tagging, arroba (@), collaboration features . The impact of using Instagram as a means of the "Haus Berbagi dan Haus Pahala" CSR program, namely: Donations for the construction of schools in Bogor, can increase a positive image and strengthen the company's brand in the public eye. To achieve the target or goal desired by Haus, all forms of information available on the @haus.indonesia Instagram account go through a public relations management process through the stages for the realization of an effective CSR program and provide benefits to society, consisting of: fact finding , planning, communication, and evaluation. Keywords: Utilization, Instagram, CSR, Pandemic, Haus Pandemic Covid-19 yang menjadikan turununnya ekonomi nasional, namun banyak juga perusahaan-perusahaan yang berusaha menyelenggarakan kegiatan tersebut disaat masa pandemi ini. Salah satu perusahaan yang menyelenggarakan kegiatan CSR di Indonesia adalah PT. Inspirasi Bisnis Nusantara. Penelitian ini bertujuan untuk mengetahui bagaimana pemanfaatan Instagram Dalam Program Corporate Social Responsibility “Haus Berbagi dan Haus Pahala” di Masa Pandemi Covid-19. Dalam penelitian ini peneliti menggunakan metode penelitian deskriptif dengan paradigma konstruktivis melalui pendekatan kualitatif. Berdasarkan hasil penelitian, Haus! memanfaatkan pengunaan media sosial instagram karena dilihat dari fitur yang mumpuni dianggap lebih menunjang. Penggunaan akun Instagram Haus untuk mempromosikan, menerima, dan memberikan informasi program CSR “Haus Berbagi dan Haus Pahala” dengan memanfaatkan fiturfitur Instagram seperti : foto dan vidio, instagram stories, hashtag (#), taging, arroba (@), fitur collaboration. Dampak dari pemanfaatan instagram sebagai sarana program CSR "Haus Berbagi dan Haus Pahala" yaitu: Donasi untuk pembangunan sekolah dibogor, dapat meningkatkan citra positif dan memperkuat brand perusahaan di mata publik. Untuk mencapai target atau tujuan yang di inginkan oleh Haus, semua bentuk informasi yang ada di akun Instagram @haus.indonesia melalui proses manajemen public relations melalui tahapan-tahapan demi terwujudnya program CSR yang efektif dan memberikan manfaat bagi masyarakat, yang terdiri dari : fact finding, planning, communication, dan evaluation. Kata Kunci : Pemanfaatan, Instagram, CSR, Pandemi, Haus

Item Type: Thesis (S1)
Call Number CD: FK/PR. 23 043
NIM/NIDN Creators: 44218110030
Uncontrolled Keywords: Pemanfaatan, Instagram, CSR, Pandemi, Haus
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial
300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 360.1-360.9 Standard Subdivisions of Social Problems and Services/Subdivisi Standar Dari Permasalahan dan Kesejahteraan Sosial
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
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
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 20 May 2023 07:05
Last Modified: 20 May 2023 07:05
URI: http://repository.mercubuana.ac.id/id/eprint/77439

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