UTAMI, AZNI SIWI (2024) PUBLIKASI PT ANGKASA PURA II MELALUI MEDIA SOSIAL INSTAGRAM @ANGKASAPURA2. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the digital era, social media has become a very important means of communication in connecting businesses with customers. PT Angkasa Pura II, as one of the companies operating in the field of airport management, has adopted a modern marketing strategy by utilizing social media Instagram. This research aims to determine the activities and types of information published by PT Angkasa Pura II on the Instagram account @angkasapura2. This research adopts the concept of the new media theory developed by Pierre Levy. PT Angkasa Pura II conducts a series of publication activities on the Instagram social media platform @angkasapura2, based on the Social Media Development Theory by Paramitha in Pakuningjati (2015). This theory encompasses planning, activation and supervision, as well as optimization. The paradigm used is post positivism and the method used is descriptive qualitative. Data collection was obtained through in-depth interviews, literature study and documentation. The data analysis technique used is the Miles and Huberman Model data analysis The results of this research show that the choice of Instagram is considered effective and complete, starting from the diversity of features, visual communication to branding strategies and company image. The type of information is categorized into five types of content, namely News, Promotion, Socialization, Campaign and Support. The social media team for the Instagram account @angkasapura2 divides their upload themes (Type of Post) into 11 sections, such as Tips, Event Post, Top List, Breaking News, Live Reports, Tutorials, Branding, Sponsorship, Press Release, Industry Research, and Case Studies. Keywords : Instagram, Publication, Social Media Dalam era digital, media sosial telah menjadi salah satu sarana komunikasi yang sangat penting dalam menghubungkan bisnis dengan pelanggan. PT Angkasa Pura II sebagai salah satu perusahaan yang bergerak di bidang pengelolaan bandar udara, telah mengadopsi strategi pemasaran yang modern dengan memanfaatkan media sosial Instagram. Penelitian ini bertujuan untuk mengetahui aktivitas dan jenis informasi publikasi PT Angkasa Pura II pada akun Instagram @angkasapura2. Penelitian ini menggunakan konsep teori media baru yang dikembangkan oleh Pierre Levy. PT Angkasa Pura II melakukan serangkaian aktivitas publikasi pada media sosial Instagram @angkasapura2 yang didasari dengan Teori Pengembangan Media Sosial oleh Paramitha dalam Pakuningjati (2015) yaitu meliputi perencanaan, aktivasi dan pengawasan , serta optimalisasi. Paradigma yang digunakan yaitu post positivisme dan metode yang digunakan adalah kualitatif bersifat deskriptif. Pengumpulan data diperoleh melalui wawancara mendalam, studi kepustakaan dan dokumentasi. Teknik analisis data yang digunakan yaitu analisis data Model Miles and Huberman. Hasil penelitian ini menunjukkan bahwa pemilihan Instagram dinilai efektif dan komplit, mulai dari keberagaman fitur, komunikasi visual hingga strategi branding dan citra perusahaan. Jenis informasi dikategorikan menjadi lima jenis konten, yaitu News (Berita), Promotion (Promosi), Socialization (Sosialisasi), Campaign (Kampanye), dan Support (Dukungan). Tim media sosial akun Instagram @angkasapura2 membagi tema unggahannya (Type of Post) menjadi 11 bagian, seperti Tips, Event Post, Top List, Breaking News, Live Reports, Tutorials, Branding, Sponsorship, Press Release, Industry Research, dan Case Studies. Kata Kunci : Instagram, Media Sosial, Publikasi
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