FATURRACHMAN, WILDAN (2023) PENGARUH PEMANFAATAN MEDIA SOSIAL INSTAGRAM @UNIVMERCUBUANA TERHADAP CITRA UNIVERSITAS MERCU BUANA JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Social media Instagram is one of the media that is used as a medium of communication to the public. As is the case with Mercu Buana University which utilizes social media Instagram as a medium of communication to the public. However, there are still problems in using it on Instagram @univmercubuana, namely that there are still bad comments about the university that are outside the context of @univmercubuana's posts. The discussion on the Utilization of Social Media (X) uses a 4 dimensional concept according to Chris Heuer namely, Context, Communication, Collaboration, Connection. Image (Y) uses 4 dimensions according to Harrison namely, Personality, Reputation, Value, Corporate Identity. The research uses a quantitative approach with a positivism paradigm and a survey research method distributing questionnaires to 100 Instagram followers @univmercubuana. The results showed that there was a significant influence between the use of Instagram @univmercubuana social media on the image of Mercu Buana University Jakarta, with an influence value of 0.629 or 62.9%. Enter into the medium category. With that it can be concluded that the use of Instagram @univmercubuana social media has an effect on the image of Mercu Buana University Jakarta. Keywords : Utilization of Social Media, Communication, Instagram, Corporate Image, Mercu Buana University. Media sosial Instagram merupakan salah satu media yang dimanfaatkan sebagai media komunikasi kepada khalayak. Seperti halnya Universitas Mercu Buana yang memanfaatkan media sosial Instagram sebagai media komunikasi kepada khalayak. Namun dalam pemanfaatannya masih terdapat masalah yang ada di dalam Instagram @univmercubuana, yaitu masih terdapat komentar yang buruk tentang universitas yang diluar dari konteks postingan @univmercubuana. Pembahasan tentang Pemanfaatan Media Sosial (X) menggunakan konsep 4 dimensi menurut Chris Heuer yaitu, Context, Communication, Collaboration, Connection. Citra (Y) menggunakan 4 dimensi menurut Harrison yaitu, Personality, Reputation, Value, Corporate Identity. Penelitian menggunakan pendekatan kuantitatif dengan paradigma positivisme dan metode penelitian survei menyebarkan kuesioner kepada 100 followers Instagram @univmercubuana. Hasil penelitian menunjukan bahwa adanya pengaruh yang signifikan antara Pemanfaatan media sosial Instagram @univmercubuana terhadap citra universitas Mercu Buana Jakarta, dengan nilai pengaruh 0,629 atau 62,9%. Masuk ke dalam kategori sedang. Dengan itu dapat disimpulkan bahwa pemanfaatan media sosial Instagram @univmercubuana berpengaruh terhadap citra Universitas Mercu Buana Jakarta. Kata Kunci : Pemanfaatan Media Sosial, Komunikasi, Instagram, Citra Korporat, Universitas Mercu Buana.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/PR. 23 097 |
| NIM/NIDN Creators: | 44219010041 |
| Uncontrolled Keywords: | Pemanfaatan Media Sosial, Komunikasi, Instagram, Citra Korporat, Universitas Mercu Buana. |
| Subjects: | 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 > 659.2 Public Relations/Hubungan Masyarakat 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 13 Sep 2023 03:22 |
| Last Modified: | 13 Sep 2023 03:22 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80753 |
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