PENGGUNAAN MEDIA SOSIAL INSTAGRAM PADA FORE COFFEE DALAM MEMBANGUN BRAND IMAGE (Studi Deskriptif pada PT. Fore Coffee Indonesia, Jakarta Selatan)

KAMILA, AIDA (2021) PENGGUNAAN MEDIA SOSIAL INSTAGRAM PADA FORE COFFEE DALAM MEMBANGUN BRAND IMAGE (Studi Deskriptif pada PT. Fore Coffee Indonesia, Jakarta Selatan). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Fore Coffee, as a start-up in the coffee industry, is experiencing a fairly tight competition in the coffee shops industry. This study aims to determine the utilization of social media instagram @fore.coffee in building brand image using the Theory of 4C by Chris Heuer, namely context, communication, collaboration, and connection. This research uses a constructivist paradigm with a qualitative descriptive method. Data collection techniques in this study used non-participant observation and in-depth interviews with Content Officer, Area Manager, and @fore.coffee Instagram’s followers. This study concludes that the use of social media on instagram is quite successful in building brand images in Fore Coffee through Framing the message (context) as a futuristic coffee shop that are eco-friendly and keeping the excellence of its quality. Communicating (communication) brand image through Instagram features, such as stories, captions, hashtags, feeds, direct messages, comment fields, and posting intensity; Collaborate (collaboration) with other users through launching limited edition products with other brand or influencer, sending gift bundles to influencers and Key Opinion Leader; Maintain the relationship (connection) that have been built through giveaway, games, greeting followers with the special name “Fore Friends”, reposting audience instastories that mention @fore.coffee. So that Fore Coffee customers who use Instagram have the perception that Fore Coffee is a futuristic, environmentally friendly coffee shop that really maintains it’s quality. Suggestions from this research are that in the future Instagram @ fore.coffee can develop other programs in building a sustainable relationship (connection) with its audience to further strengthen the brand image of Fore Coffee. Keywords : Use of Instagram, Cyber Public Relations, Brand Image Fore Coffee sebagai salah satu start-up yang bergerak diindustri kopi, mengalami persaingan pada kedai kopi yang cukup ketat. Penelitian ini bertujuan untuk mengetahui penggunaan media sosial instagram oleh akun @fore.coffee dalam membangun brand image dengan mengacu pada teori 4C Chris Heuer yaitu context, communication, collaboration, dan connection. Penelitian ini menggunakan paradigma kontruktivis dengan metode deskriptif kualitatif. Teknik pengumpulan data dalam penelitian ini menggunakan observasi non-partisipan dan wawancara mendalam dengan narasumber Content Officer, Area Manager Fore Coffee, dan followers instagram @fore.coffee. Penelitian ini menyimpulkan bahwa penggunaan instagram cukup berhasil dalam membangun brand image pada Fore Coffee melalui membingkai pesan (context) sebagai kedai kopi futuristik yang ramah lingkungan dengan keunggulan kualitas; Mengkomunikasikan (communication) brand image melalui fitur instagram, seperti instastory, caption, hashtag, feeds, direct message, kolom komentar, dan intensitas postingan; Kolaborasi (collaboration) dengan pengguna lain melalui meluncurkan produk limited edition, mengirim gift bundle ke influencer dan Key Opinion Leader; Memelihara hubungan (connection) melalui giveaway, games-games, menyapa followers dengan sebutan Fore Friends, merepost instastory netizen yang menge-tag @fore.coffee. Sehingga para customer Fore Coffee pengguna Instagram memiliki persepsi bahwa Fore Coffee merupakan kedai kopi futuristik, ramah lingkungan, yang sangat menjaga kualitasnya. Saran dari penelitian ini, diharapkan kedepannya instagram @fore.coffee dapat mengembangkan program-program lain dalam membina hubungan yang berkelanjutan (connection) dengan audience-nya agar semakin memperkuat brand image Fore Coffee. Kata Kunci : Penggunaan Instagram, Cyber Public Relations, Brand Image

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