Muazim, Moch. Arfan (2024) PENGELOLAAN AKUN YOUTUBE PT SANGGA HAYAM BHUMI @ninasabriyanti520 SEBAGAI MEDIA KOMUNIKASI UNTUK MEMBENTUK KESADARAN MEREK. S1 thesis, Universitas Mercu Buana-Menteng.
|
Text (COVER)
44219120101-Moch Arfan Muazim-01 Cover - Muazim Arfan.pdf Download (467kB) | Preview |
|
|
Text (ABSTRAK)
44219120101-Moch Arfan Muazim-02 Abstrak - Muazim Arfan.pdf Download (149kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
44219120101-Moch Arfan Muazim-03 BAB 1 - Muazim Arfan.pdf Restricted to Registered users only Download (177kB) |
|
|
Text (BAB II)
44219120101-Moch Arfan Muazim-04 BAB 2 - Muazim Arfan.pdf Restricted to Registered users only Download (320kB) |
|
|
Text (BAB III)
44219120101-Moch Arfan Muazim-05 BAB 3 - Muazim Arfan.pdf Restricted to Registered users only Download (140kB) |
|
|
Text (BAB IV)
44219120101-Moch Arfan Muazim-06 BAB 4 - Muazim Arfan.pdf Restricted to Registered users only Download (633kB) |
|
|
Text (BAB V)
44219120101-Moch Arfan Muazim-07 BAB 5 - Muazim Arfan.pdf Restricted to Registered users only Download (129kB) |
|
|
Text (DAFTAR PUSTAKA)
44219120101-Moch Arfan Muazim-08 Daftar Pustaka - Muazim Arfan.pdf Restricted to Registered users only Download (136kB) |
|
|
Text (LAMPIRAN)
44219120101-Moch Arfan Muazim-09 Lampiran - Muazim Arfan.pdf Restricted to Registered users only Download (331kB) |
|
|
Text (LEMBAR KEABSAHAN)
44219120101-Moch Arfan Muazim-10 Hasil Scan Formulir Pernyataan Keabsahan dan Persetujuan Publikasi Tugas Akhir - Muazim Arfan.pdf Restricted to Repository staff only Download (69kB) |
Abstract
Kini media sosial dimanfaatkan oleh perusahaan untuk kegiatan bisnis, salah satunya yakni membentuk kesadaran merek. Public relations merasa penting mengelola akun media sosial untuk membentuk kesadaran merek pada khalayak online. Berdasarkan uraian latar belakang tersebut, maka tujuan penelitian ini adalah untuk mengetahui pengelolaan akun YouTube PT Sangga Hayam Bhumi @Ninasabriyanti520 sebagai media komunikasi untuk membentuk kesadaran merek. Konsep yang digunakan dalam penelitian yakni Model Sirkular SoMe untuk Komunikasi Sosial yakni berbagi (share), optimalkan (optimize), kelola (manage). Penelitian menggunakan paradigma konstruktivisme dengan pendekatan kualitatif dan tipe penelitian deskriptif. Subyek penelitian melibatkan 6 narasumber. Teknik pengumpulan data menggunakan data primer berupa wawancara mendalam dan data sekunder menggunakan sumber buku, jurnal, dan website. Teknik analisis data secara kualitatif. Teknik keabsahan data menggunakan triangulasi sumber. Hasil penelitian menunjukkan bahwa perusahaan properti telah melakukan kegiatan pengelolaan akun YouTube @ninasabriyanti520 dengan menggunakan konsep model SoMe milik Luttrel. Keempat poin dari konsep SoMe yakni share, optimize, manage, dan engage telah dilakukan dengan baik. Namun, untuk manage (pengelolaannya) dapat dikatakan masih sangat lambat merespon pertanyaan yang diajukan khalayak online sehingga khalayak merasa kecewa dengan respon pelayanan komunikasi dua arahnya yang tidak responsif. Sarannya, sebaiknya pemilik akun atau owner lebih responsiveness dalam merespon pertanyaan khalayak online. Nowadays, social media is utilized by companies for business activities, one of which is shaping brand awareness. Public relations feels it is important to manage social media accounts to form brand awareness in online audiences. Based on the background description, the purpose of this study is to determine the management of PT Sangga Hayam Bhumi's youtube account @ninasabriyanti 520 as a public relations communication medium to increase brand awareness. The concept used in the research is the SoMe Circular Model for Social Communication, namely share, optimize, manage. The research uses a constructivism paradigm with a qualitative approach and descriptive research type. The research subject involved 6 sources. Data collection techniques use primary data in the form of in-depth interviews and secondary data using book, journal and website sources. Qualitative data analysis techniques. The data validity technique uses triangulation of data sources. The research results show that the property company has carried out management activities for the YouTube account @ninasabriyanti520 using Luttrel's SoMe model concept. The four points of the SoMe concept, namely share, optimize, manage and engage, have been carried out well. However, it can be said that management is still very slow in responding to questions asked by online audiences so that audiences feel disappointed with the unresponsive response of two-way communication services. The suggestion is that the account owner or owner should be more responsive in responding to online audience questions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44219120101 |
| Uncontrolled Keywords: | Pengelolaan, Media Sosial, YouTube, Kesadaran Merek. Management, Social Media, YouTube, Brand Awareness. |
| 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: | SILMI KAFFA MARISKA |
| Date Deposited: | 04 Mar 2024 02:54 |
| Last Modified: | 04 Mar 2024 02:54 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/86725 |
Actions (login required)
 |
View Item |
