WAKHIDAH, KHOIRINI NURUL (2023) PENGARUH PENGGUNAAN INSTAGRAM @goodlifebca TERHADAP CITRA BANK CENTRAL ASIA. S1 thesis, Universitas Mercu Buana.
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Abstract
The use of Instagram currently makes it easy to establish relationships with followers which also has an impact on the image of an organization. Therefore, currently many companies, agencies and organizations use Instagram as a medium to maintain good relations to get a good image, one of which is the largest private banking company in Indonesia, Bank Central Asia, which also actively uses its Instagram at @goodlifebca. The purpose of this study is to determine the extent of the influence of using Instagram @goodlifebca on the image of the Bank Central Asia Company. In this study using the Uses and Effects theory which explains that there is a relationship between communication delivered through mass media, then produces an effect from the mass media user. Using the 4C concept of Context, Communication, Collaboration and Connection of social media and Image Indicators of Personality Dimensions, Reputation Dimensions, Value Dimensions, and Corporate Identity Dimensions. This research has a causal type, namely the causal relationship of the two variables, with a quantitative approach. The method used is a survey of @goodlifebca followers totaling 694,000 followers. Researchers collected primary data by distributing questionnaires to 100 respondents using a non-probability sampling technique, namely purposive sampling. The results showed that the influence of the use of Instagram social media @goodlifebca on the image of Bank Central Asia was 50.4%, while the remaining 49.6% was influenced by other factors not in this study. There is an effect of using Instagram social media @goodlifebca on the image of Bank Central Asia as evidenced by the calculated T value of 9.977> T table (1.98447) with a significance of 0.000 <0.05. Kata Kunci: @goodlifebca, Citra Organisasi, Followers, Instagram Penggunaan Instagram saat ini memberikan kemudahan terhadap jalinan hubungan dengan follower yang sekaligus berdampak pada citra suatu organisasi. Oleh karena itu, saat ini banyak perusahaan, instansi maupun organisasi yang menggunakan Instagram sebagai media untuk memelihara hubungan baik untuk mendapat citra yang baik, salah satunya adalah Perusahaan perbankan swasta terbesar di Indonesia Bank Central Asia yang aktif menggunakan Instagram @goodlifebca. Tujuan penelitian ini adalah mengetahui sejauhmana pengaruh penggunaan Instagram @goodlifebca terhadap citra Perusahaan Bank Central Asia. Dalam penelitian ini menggunakan teori Uses and Effects yang menjelaskan bahwa terdapat hubungan antara komunikasi yang disampaikan melalui media massa, kemudian menghasilkan sebuah effects dari pengguna media massa tersebut. Menggunakan konsep 4C Context, Communication, Collaboration dan Connection media sosial dan Indikator Citra Dimensi Personality, Dimensi Reputation, Dimensi Value, dan Dimensi Corporate Identity. Penelitian ini memiliki tipe kausal yaitu hubungan sebab akibat dari kedua variabel, dengan pendekatan kuantitatif. Metode yang digunakan adalah survey pada followers @goodlifebca sejumlah 494.000 followers. Peneliti mengumpulkan data secara primer dengan menyebarkan kuesioner kepada 100 responden menggunakan teknik penarikan sampel non probability sampling yakni purposive sampling. Hasil penelitian menunjukkan besarnya pengaruh penggunaan media sosial Instagram @goodlifebca terhadap citra Bank Central Asia adalah 50,4%, sedangkan sisanya 49,6% dipengaruhi oleh faktor lain yang tidak ada dalam penelitian ini. Terdapat pengaruh penggunaan media sosial Instagram @goodlifebca terhadap citra Bank Central Asia terbukti dari nilai T hitung sebesar 9,977 > T tabel (1.98447) dengan signifikansi sebesar 0,000 < 0,05. Kata Kunci: @goodlifebca, Citra Organisasi, Followers, Instagram
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/PR. 23 201 |
| NIM/NIDN Creators: | 44218110064 |
| Uncontrolled Keywords: | @goodlifebca, Citra Organisasi, Followers, 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 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: | CALVIN PRASETYO |
| Date Deposited: | 10 Nov 2023 03:35 |
| Last Modified: | 10 Nov 2023 03:35 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/84105 |
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