ANGGRAENI, PUNGKY AYU (2023) STRATEGI KOMUNIKASI PT. SAHABAT PESTA INDONESIA (GROOVY GROUP) DALAM MENINGKATKAN BRAND AWARENESS MELALUI MEDIA SOSIAL INSTAGRAM PADA MASA COVID-19. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
Dimasa pandemic Covid-19, karena adanya peraturan pembatasan kegiatan yang menyebabkan Jasa Event Organizer sepi peminatnya. Dampak dari Covid-19 saat ini, persaingan bisnis di Indonesia semakin ketat. Banyak perusahaan yang harus mengurangi jumlah produksi, jumlah karyawan hingga menutup perusahaannya. Penelitian ini bertujuan untuk mengetahui strategi komunikasi Groovy dalam meningkatkan Brand Awareness melalui media sosial Instagram. Penelitian ini menggunakan metode deskriptif kualitatif yang dirancang melalui teknik pengumpulan data berupa obeservasi, wawancara semi struktur dan dokumentasi dari tinjauan internet khususnya pada aktivitas media sosial Groovy dan teori new media. Teori new media yang dikembangkan oleh Pierry Levy mengenai perkembangan media dengan interaksi sosial yang luas. Subjek penelitian sebanyak 10 orang dengan pembagian 5 orang pihak internal dan 5 orang eksternal yang menggunakan jasa Groovy. Berdasarkan hasil temuan dan pembahasan serta untuk menjawab fokus penelitian ini yaitu Strategi komunikasi Groovy dalam mempertahankan eksistensinya adalah dengan aktif di media sosial instagram untuk memberikan informasi serta alternatif program dalam memberikan solusi kepada target pasarnya. Kemudian cara menggunakan media sosial “instagram” dalam meningkatkan brand awareness groovy adalah dengan mengetahui kebutuhan klien dan memberikan solusi kepada klien tersebut. Serta insight media sosial instagram dari groovy hingga April 2022 mengalami penurunan, namun secara interaksi mengalami peningkatan sebesar 91,6%. Kata Kunci: Strategi Komunikasi, Brand Awareness, Media Sosial, Instagram During the Covid-19 pandemic, due to regulations limiting activities, event organizer services were not in demand. The impact of the current Covid-19, business competition in Indonesia is getting tougher. Many companies have had to reduce the amount of production, the number of employees to close the company. This study aims to determine Groovy's communication strategy in increasing Brand Awareness through Instagram social media. This study uses a qualitative descriptive method designed through data collection techniques in the form of observation, semi-structured interviews and documentation from internet reviews, especially on Groovy's social media activities and then teory media. The new media theory development of media with broad social interactions. The research subjects were 10 people with a division of 5 internal parties and 5 external people who used Groovy services. Based on the findings and discussion and to answer the focus of this research, namely Groovy's communication strategy in maintaining its existence is by being active on Instagram social media to provide information and alternative programs in providing solutions to its target market. Then the way to use social media "Instagram" in increasing groovy brand awareness is to know the client's needs and provide solutions to these clients. As well as Instagram social media insights from groovy to April 2022 has decreased, but interaction has increased by 91.6%. Keywords: Communication Strategy, Brand Awareness, Social Media, Instagram
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR 23 005 |
| NIM/NIDN Creators: | 44219210081 |
| Uncontrolled Keywords: | Strategi Komunikasi, Brand Awareness, Media Sosial, Instagram |
| 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 |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 04 Oct 2023 06:33 |
| Last Modified: | 04 Oct 2023 06:33 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/81928 |
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