PEMANFAATAN INSTAGRAM SEBAGAI MEDIA CORPORATE BRANDING OLEH PUBLIC RELATIONS DI PT. SARI COFFEE INDONESIA PADA MASA PANDEMI COVID-19

Detiyasari, Dewi (2023) PEMANFAATAN INSTAGRAM SEBAGAI MEDIA CORPORATE BRANDING OLEH PUBLIC RELATIONS DI PT. SARI COFFEE INDONESIA PADA MASA PANDEMI COVID-19. S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Pandemi Covid-19 ini tentunya telah memberikan dampak yang sangat signifikan dalam berbagai banyak hal baik dalam kegiatan sehari-hari maupun perubahan di banyak bidang, contohnya seperti menurunnya perekonomian di Indonesia sendiri. Pada penelitian ini bertujuan untuk mengetahui bagaimana pemanfaatan instagram sebagai media corporate branding yang dilakukan oleh public relation di PT. Sari Coffee Indonesia pada masa pandemi covid-19. Dalam penelitian ini menggunakan konsep Pemanfaatan, Komunikasi, Public Relations, Instagram, Fitur Instagram dan Coporate Branding. Metode yang digunakan penelitian ini yaitu menggunakan paradigma pospositivis. Pendekatan penelitian kualitatif melalui metode deskriptif kualitatif. Teknik pengumpulan data menggunakan analisis isi, wawancara dan observasi. Teknik analisis data yaitu menggunakan reduksi data, penyajian data dan menarik kesimpulan / verifikasi data. Serta teknik keabsahan data menggunakan tringulasi teknik dan sumber. Berdasarkan hasil penelitian menunjukan bahwa dalam pemanfaatan instagram yang dilakukan oleh PT. Sari Coffee Indonesia ini tentunya tidak lupa memanfaatkan fitur yaitu dilakukan dengan cara mengoptimalkan fitur yang ada seperti fitur notif, message, contact, highlights, reels, tag, instastories, feed yang menunjang corporate branding yang dibuat dengan kreativitas sehingga mendapatkan respon yang positive dari para pelanggan. Kata Kunci : Pemanfaatan, Instagram, Public Relation, Branding, Corporate Branding The Covid-19 pandemic has certainly had a very significant impact in many ways, both in daily activities and in changes in many fields, such as the declining economy in Indonesia itself. This study aims to find out how the use of Instagram as a corporate branding media is carried out by public relations at PT. Sari Coffee Indonesia during the Covid-19 pandemic. In this study using the concept of Utilization, Communication, Public Relations, Instagram, Instagram features and Corporate Branding. The method used in this research is using a postpositivist paradigm. Qualitative research approach through qualitative descriptive methods. Data collection techniques using content analysis, interviews and observation. Data analysis techniques are using data reduction, data presentation and drawing conclusions / data verification. As well as data validity techniques using triangulation techniques and sources. Based on the results of the study, it was shown that in the use of Instagram carried out by PT. Sari Coffee Indonesia of course dosen't forget to take advantage of features, which is done by optimizing existing features such as notification features, messages, contacts, highlights, reels, tags, instastories, feeds that support corporate branding which are made with creativity so as to get a positive response from customers. Keywords : Utilization, Instagram, Public Relations, Branding, Corporate Branding

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