STRATEGI MARKETING PUBLIC RELATIONS GLAMS AESTHETIC DALAM MENGGUNAKAN INSTAGRAM SELAMA BULAN FEBUARI 2021 - JUNI 2021

NOVIANTIKA, EGA (2023) STRATEGI MARKETING PUBLIC RELATIONS GLAMS AESTHETIC DALAM MENGGUNAKAN INSTAGRAM SELAMA BULAN FEBUARI 2021 - JUNI 2021. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to find out the Marketing Public Relations Strategy carried out by Glams Aesthetic in using Instagram during February - June 2021. The increasing desire for a person to be more beautiful and ideal is evidenced by the large number of people who have started flocking to visit beauty clinics to get professional help so that make himself more ideal according to his own version. Glams Aesthetic is a beauty clinic that offers services in the field of health care and skin and hair beauty. Glams Aesthetic does not only do consultations at the clinic, but Glams Aesthetic also does online consultations. Glams Aesthetic uses several Public Relations marketing strategies by utilizing a social media platform, namely Instagram. In this research using descriptive qualitative research method with data collection using primary data by means of interviews, and secondary data, namely organizational structure and company profile. Interviews were conducted with 2 informants consisting of doctors in charge of the clinic and clinical staff in the field of social media admin. The results of the study show that Glams Aesthetic utilizes Instagram social media as a Public Relations marketing strategy. The Public Relations marketing strategy used is the Three Ways Strategy. The Pull Strategy is to create a giveaway program through posting on the @Glamsaesthetic_ Instagram account. The Push Strategy is to create visual content that contains intense promotions that will be shared via the Glams Aesthetic Instagram account. The Pass Strategy that is carried out is by providing a discount or discount program. Keywords : Strategy, Marketing Public Relations, Public Relations, Instagram, Beauty Clinic Penelitian ini bertujuan untuk mengetahui Strategi Marketing Public Relation yang dilakukan oleh Glams Aesthetic dalam menggunakan Instagram selama bulan Februari – Juni 2021. Meningkatnya keinginan seseorang untuk menjadi lebih cantik dan ideal dibuktikan dengan banyaknya orang yang mulai berbondong-bondong mengunjungi klinik kecantikan untuk mendapatkan bantuan profesional sehimgga membuat dirinya menjadi lebih ideal menurut versinya sendiri. Glams Aesthetic merupakan klinik kecantikan yang menawarkan pelayanan jasa dibidang perawatan kesehatan dan kecantikan kulit serta rambut. Glams Aesthetic tidak hanya melakukan konsultasi di klinik saja tetapi Glams Aesthetic juga melakukan konsultasi secara online. Glams Aesthetic menggunakan beberapa strategi marketing Public Relations dengan memanfaatkan platform media sosial yaitu Instagram. Di dalam penelitian ini menggunakan metode penelitian Kualitatif deskriptif dengan pengumpulan data menggunakan data primer yaitu wawancara, dan data sekunder yaitu struktur organisasi dan profil perusahaan. Wawancara dilakukan dengan 2 orang narasumber yang terdiri dari dokter penanggung jawab klinik dan pegawai klinik di bidang admin media sosial. Hasil penelitian menunjukan bahwa Glams Aesthetic memanfaatkan media sosial Instagram sebagai strategi marketing Public Relations. Strategi marketing Public Relations yang digunakan yaitu Three Ways Strategy. Pull Strategy yang dilakukan adalah dengan membuat program giveaway melalui postingan akun Instagram @Glamsaesthetic_. Push Strategy yang dilakukan adalah dengan membuat konten visual yang berisi tentang promosi secara intens yang akan dibagikan melalui akun Instagram Glams Aesthetic. Pass Strategy yang dilakukan yaitu dengan memberikan program potongan harga atau diskon. Kata Kunci : Strategi, Marketing Public Relations, Public Relations, Instagram, Klinik Kecantikan

Item Type: Thesis (S1)
Call Number CD: FK/PR. 23 060
NIM/NIDN Creators: 44217120006
Uncontrolled Keywords: Strategi, Marketing Public Relations, Public Relations, Instagram, Klinik Kecantikan
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 > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.62 Interfacing and Communications Protocols (Standards)/Tampilan Antarmuka dan Protokol Komunikasi (Standar)
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 > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.65 Computer Communications Networks/Jaringan Komunikasi Komputer
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: MILA RISKA
Date Deposited: 27 May 2023 08:59
Last Modified: 29 May 2023 08:45
URI: http://repository.mercubuana.ac.id/id/eprint/77780

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