OPTIMALISASI MEDIA INSTAGRAM DALAM UPAYA REGENERASI KEPENGURUSAN ANGGOTA UKM RADIO MERCU BUANA PERIODE 2022/2023

PUTRI, AMANDA (2024) OPTIMALISASI MEDIA INSTAGRAM DALAM UPAYA REGENERASI KEPENGURUSAN ANGGOTA UKM RADIO MERCU BUANA PERIODE 2022/2023. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is motivated by the importance of management regeneration in an organization. Quoted from the Times Indonesia article "The regeneration will bring up new members who are expected to bring the organization to a better direction. The regeneration of new members is one of the obligations, and also a shared responsibility of the members of the organization to produce a new generation that is ideal and in accordance with what the previous administrators aspired to". In the era of digitalization with the development of information technology, and communication provides various benefits to organizations, one of which is in the dissemination of information. Instagram is one of the most popular social media platforms in Indonesia, especially gen z. Based on Napoleon Cat quoted by DataIndonesia.id "Instagram users in Indonesia at the end of December 2022 were 97.17 million people". UKM Radio Mercu Buana as the object of research uses the Instagram platform to help the process of regenerating member management. The purpose of this study is to find out the Radio Mercu Buana UKM in optimizing Instagram in an effort to regenerate member management. Researchers use a qualitative approach with a descriptive method, and the paradigm of Post-Positivism. Researchers also tried to collaborate on the validity of Regina Luterrel's social media management theory, namely the SoMe model, where there are four aspects that are interconnected and contributed, including: share, optimize, manage and engage. Researchers used data collection techniques through in-depth interviews from resource persons which were categorized into two, including: Public Relations Division of Radio Mercu Buana UKM and Mercu Buana Instagram Followers who have become administrators of Radio Mercu Buana UKM. From the results of the research, the manager of Instagram Radio Mercu Buana maximizes every feature in Instagram such as questions box, reels, this or that and other features. In addition, the Public Relations Division always looks at things or phenomena that are trending to be used as a reference for content creation. Keywords: Management Regeneration, Public Relations, SoMe Model Regina Luterrel's Social Media Management Theory Penelitian ini dilatar belakangi oleh pentingnya regenerasi kepengurusan di dalam suatu organisasi. Dikutip dari Artikel Times Indonesia “Adanya regenerasi akan memunculkan anggota-anggota baru yang diharapkan akan membawa organisasi ke arah yang lebih baik. Regenerasi anggota baru merupakan salah satu kewajiban, dan juga tanggung jawab bersama anggota organisasi untuk menghasilkan generasi baru yang ideal serta sesuai apa yang dicita-citakan para pengurus sebelumnya”. Di era digitalisasi dengan adanya perkembangan teknologi informasi, dan komunikasi memberikan berbagai macam keuntungan kepada organisasi salah satunya dalam penyebaran informasi. Instagram menjadi salah satu platform media sosial yang sangat diminati di Indonesia terutama gen z. Berdasarkan dari Napoleon Cat yang dikutip oleh DataIndonesia.id “Pengguna Instagram di Indonesia pada tahun akhir Desember 2022 yaitu sebanyak 97,17 juta orang”. UKM Radio Mercu Buana sebagai objek penelitian menggunakan platform Instagram guna membantu proses regenerasi kepengurusan anggota. Tujuan dari penelitian ini, untuk mengetahui UKM Radio Mercu Buana dalam optimalisasi Instagram dalam upaya regenerasi kepengurusaan anggota. Peniliti menggunakan pendekatan kualitatif dengan metode Deskriptif, dan paradigma Post-Positivisme. Peneliti juga mencoba mengolaborasi keberlakuan teori pengelolaan media sosial dari Regina Lutterel yaitu model SoMe, dimana ada empat aspek yang saling berhubungan dan berkontribusi antara lain: share, optimize, manage dan engage. Peneliti menggunakan teknik pengambilan data melalui wawancara mendalam dari narasumber narasumber yang dikategorikan menjadi dua antara lain: Divisi Public Relations UKM Radio Mercu Buana dan Followers Instagram Mercu Buana yang sudah menjadi pengurus UKM Radio Mercu Buana. Dari hasil penelitian, pengelola Instagram Radio Mercu Buana memaksimalkan setiap fitur yang ada dalam Instagram seperti questions box, reels, this or that dan fiturfitur lainnya. Selain itu, Divisi Public Relations selalu melihat hal-hal atau fenomena yang sedang trending untuk dijadikan sebagai refrensi pembuatan konten. Kata Kunci: Regenerasi Kepengurusan, Public Relations, Model SoMe Teori Pegelolaan Media Sosial Regina Lutterel

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