AMABILIS, AYUNINGTIAS RABISTIARA (2023) PERAN SOSIAL MEDIA MANAGER DALAM KOMUNIKASI PT ARWANA CITRAMULIA TBK MELALUI MEDIA SOSIAL INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of information technology is growing rapidly and has an impact and benefits for companies in Indonesia. all aspects are implemented so that internal or external communications can be conveyed properly. inseparable from its use in this field, this implementation is usually carried out by Social Media Managers in every company. Social Media Manager is the position of division head at PT Arwana Citramulia TBK. The role of the social media manager in communicating through social media Instagram, namely, communicating the company's activities to stakeholders by providing interesting, educational content, and inviting interaction to establish good relations with stakeholders. Therefore this study aims to determine the role of social media managers in PT Arwana Citramulia Tbk's communication through Instagram. In this study using the concept of communication activity theory according to Effendy argued that communication activity is an activity that takes place when the people involved have the same meaning about something being communicated. Public relations according to Public Relations is a management function that typically supports the development and maintenance of shared lines between the organization and its public regarding communication that helps management provide information and responses in relations with public opinion. Digital public relations according to Onggo suggests that Digital public relations or CPR is a Public Relations initiative that uses internet media as a means of publicity. This study uses a qualitative approach research method and case study method. Data collection was carried out through informant interviews with the Social Media Manager, Design Team, and one of @Arwana_Ceramics followers at PT Arwana Citramulia Tbk. The hope of this research is to find a solution to increase @Arwana_Ceramics Instagram insights. The results showed that the Social Media Manager in digital public relations activities through Instagram at PT Arwana Citramulia was successful according to the expected target, namely as a provider of information to stakeholders by using the Instagram insight feature which shows a high number of reach and post achievement on insight. Second, digital public relations activities that are conveyed to stakeholders through various contents uploaded to the @Arwana_Ceramics Instagram account are in the form of greetings containing congratulations and celebrations packaged through attractive visual uploads so that the insight is too good. Keywords: Communication activity. Public Relations, Digital Public Relations. Perkembangan teknologi informasi berkembang pesat dan memberikan dampak dan manfaat bagi perusahaan di Indonesia. seluruh aspek di terapkan agar komunikasi internal atau eksternal dapat tersampaikan dengan baik. tak lepas dari pemanfaatannya di bidang tersebut, pelaksanaan tersebut biasa dilakukan oleh Sosial Media Manager di setiap perusahaan. Sosial Media Manager merupakan posisi kepala divisi yang ada di PT Arwana Citramulia TBK. Peran sosial media manager dalam komunikasi melalui media sosial Instagramyaitu, mengkomunikasikan kegiatan perusahaan kepada para stakeholder dengan memberikan konten yang menarik, mengandung edukasi, dan mengundang interaksi untuk menjalin hubungan baik dengan stakeholders. Maka dari itu penelitian ini ditujukan untuk Mengetahui Peran Sosial Media Manager Dalam Komunikasi PT Arwana Citramulia Tbk Melalui Instagram.. Dalam penelitian ini menggunakan konsep teori aktivitas komunikasi menurut Effendy mengemukakan bahwa aktivitas komunikasi merupakan kegiatan yang berlangsung apabila antara orang-orang yang terlibat terdapat kesamaan makna mengenai suatu hal yang dikomunikasikan. Public relations menurut Public Relations merupakan fungsi manajemen yang khasnya mendukung pembinaan dan pemeliharaan jalur bersama antara organisasi dengan publiknya mengenai komunikasi yang membantu manajemen memberikan penerangan dan tanggapan dalam hubungan dengan opini public. Digital public relations menurut Onggo mengemukakan bahwa Digital public relations atau CPR merupakan inisiatif Public Relations yang menggunakan media internet sebagai sarana publisitas. Penelitian ini menggunakan metode Penelitian pendekatan kualitatif dan metode studi kasus. Pengumpulan data dilakukan melalui wawancara informan dengan Manager Media Sosial, Team Design, dan salah satu followers dari @Arwana_Ceramics di PT Arwana Citramulia Tbk. Harapan dari penelitian ini ialah menemukan solusi untuk menaikkan insight Instagram @Arwana_Ceramics. Hasil penelitian menunjukan bahwa Sosial Media Manager dalam aktivitas digital public relations melalui Instagram pada PT Arwana Citramulia berhasil sesuai target yang diharapkan yaitu sebagai pemberi informasi kepada stakeholder dengan menggunakan fitur Instagram insight yang menunjukan jumlah reach dan post achievement yang tinggi pada insight. Kedua, aktivitas digital public relations yang tersampaikan kepada stakeholder melalui berbagai konten-konten yang diunggah pada akun Instagram @Arwana_Ceramics berupa greetings yang berisikan ucapan selamat dan perayaan yang kemas melalui unggahan visual yang menarik sehingga insight yang ada terlampau baik. Kata Kunci :Aktivitas komunikasi. Public Relations, Digital Public Relations.
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