SETIAWAN, RIFKY CHANDRA (2024) STRATEGI PENGELOLAAN MEDIA SOSIAL DALAM MEMBANGUN BRAND IMAGE MELALUI MEDIA SOSIAL TIKTOK (Studi Kasus Pada Gamer’s Paradise Sebagai Internet Cafe). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Teknologi media sosial telah mengalami perkembangan yang pesat dalam beberapa tahun terakhir, mengubah cara orang berinteraksi, berbagi informasi, dan bahkan mempengaruhi perilaku pelanggan. Salah satu platform media sosial yang telah menjadi fenomena global adalah TikTok. Dampak perkembangan media sosial, termasuk popularitas TikTok, juga dapat dirasakan dan dimanfaatkan oleh industri internet cafe yang bernama Gamer’s Paradise. Dengan memanfaatkan media sosial Tiktok sebagai alat komunikasi serta brand image Gamer’s Paradise mampu membangun brand iamge mereka dan mempengaruhi perkembangan industri seperti internet cafe. Konsep teori yang digunakan dalam penelitian ini adalah menggunakan teori komunikasi The Circular Model of Some menurut Regina Luttrell pada bukunya yang berjudul Social Media menyatakan bahwa terdapat empat (4) komponen media sosial yakni share, optimize, manage, dan engage. Penelitian ini menggunakan metode penelitian studi kasus dengan pendekatan kualitatif. Tujuan penelitian ini adalah mengetahui strategi pengelolaan media sosial dalam membangun dan memperkuat brand image mereka menggunakan Tiktok. Pada penelitian ini menunjukan jika penggunaan media sosial Tiktok dan kolaborasi dengan Key Opinion Leader (KOL) dan Sponsors terbukti efektif dalam menarik perhatian dan membentuk kepercayaan pelanggan serta konsistensi membagikan konten dan berinteraksi secara langsung dengan pelanggan pada media sosial Tiktok. Social media technology has undergone rapid development in recent years, changing how people interact, share information, and even influencing consumer behavior. One of the social media platforms that has become a global phenomenon is TikTok. The impact of social media development, including the popularity of TikTok, is also felt and utilized by the internet cafe industry, specifically Gamer’s Paradise. By using TikTok as a communication tool and leveraging its brand image, Gamer’s Paradise has been able to build their brand image and influence the development of industries like internet cafes. The theoretical concept used in this research is based on the communication theory known as The Circular Model of Some, as described by Regina Luttrell in her book "Social Media." This theory outlines four components of social media: share, optimize, manage, and engage. This research uses a case study research method with a qualitative approach. The aim of this research is to understand the strategies of social media management in building and strengthening their brand image using TikTok. This research shows that the use of social media TikTok and collaboration with Key Opinion Leaders (KOL) and sponsors have proven to be effective in capturing attention, building customer trust, and maintaining consistency in content sharing and direct interaction with customers on TikTok.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44218110087 |
| Uncontrolled Keywords: | Brand Image, Strategi Media Sosial, Internet Café Brand Image, Social Media Strategy, Internet Cafe |
| 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: | NAYLA AURA RAYANI |
| Date Deposited: | 17 May 2024 07:53 |
| Last Modified: | 17 May 2024 07:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/88717 |
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