AKTIVITAS MARKETING PUBLIC RELATIONS UNTUK MEMBENTUK CITRA MEREK DI MEDIA SOSIAL INSTAGRAM @Ifana_Catering Tahun 2023

SURYANI, ELYA PUTRI (2024) AKTIVITAS MARKETING PUBLIC RELATIONS UNTUK MEMBENTUK CITRA MEREK DI MEDIA SOSIAL INSTAGRAM @Ifana_Catering Tahun 2023. S1 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Ifana Catering merupakan salah satu catering rumahan yang didirikan pada tahun 2018 berlokasi di Kemayoran, Jakarta Pusat. Tujuan dari penelitian ini untuk menggambarkan aktivitas marketing public relations di media sosial Instagram @ifana_catering untuk membentuk citra merek. Peneliti menggunakan konsep PENCILS Strategy sebagai konsep utama yang terdiri dari Publications, Event, News, Community Involvement, Inform Or Image, Lobbying and Negotiation, Social Responsibility. Penelitian ini menggunakan metode deskriptif kualitatif yang berdasarkan pada paradigma post-positivisme yang digunakan untuk meneliti pada kondisi objek yang alamiah, dimana peneliti menggunakan key informan dan informan sebagai subjek penelitian. Pengumpulan data menggunakan data primer yaitu wawancara mendalam dan observasi lapangan beserta isi media sosial Instagram, lalu data sekunder menggunakan studi perpustakaan dan studi dokumentasi. Adapun hasil penelitian ini menunjukan bahwa Ifana Catering telah menjalankan enam aktivitas marketing public relations dan terdapat satu aktivitas yang belum dijalankan yaitu News. Secara keseluruhan, aktivitas marketing public relations yang dijalankan oleh admin Instagram dan pemilik bisnis Ifana Catering sudah sesuai dan dapat diketahui oleh para pengikut Ifana Catering di Instagram. Hal ini dibuktikan berdasarkan hasil wawancara. Citra merek Ifana Catering di Instagram dapat membentuk secara signifikan, jika aktivitas News dijalankan dan penggunaan Instagram Stories dilakukan secara update. Peneliti memberikan saran yaitu memanfaatkan fitur IGTV sebagai alternatif yang lebih efektif dan hemat biaya dengan memanfaatkan IGTV sebagai platform alternatif untuk menyampaikan informasi yang lebih panjang dan mendalam dibandingkan dengan Instagram Stories. IGTV juga lebih hemat biaya dibandingkan dengan iklan berbayar. Ifana Catering is a home-based catering established in 2018 located in Kemayoran, Central Jakarta. The purpose of this research is to describe marketing public relations activities on Instagram social media @ifana_catering to develop brand image. Researchers use the concept of PENCILS Strategy as the main concept consisting of Publications, Events, News, Community Involvement, Inform or Image, Lobbying and Negotiation, Social Responsibility. The purpose of this research is to describe marketing public relations activities on Instagram social media @ifana_catering to develop and implement the PENCILS Strategy. This research uses a qualitative descriptive method based on the post-positivism paradigm which is used to research on natural object conditions, where researchers use key informants and informants as research subjects. Data collection uses primary data, which are in-depth interviews, then secondary observations of the contents of Instagram social media. The results of this study show that Ifana Catering has conducted six marketing public relations activities and there is one activity that has not been conducted, which is News. Overall, the marketing public relations activities conducted by Instagram admins and Ifana Catering business owners are appropriate and can be known by Ifana Catering followers on Instagram. This is also verified based on the results of the interview. Ifana Catering's brand image on Instagram can develop significantly, if News activities are carried out and the use of Instagram Stories is updated. Researchers provide suggestions, which is utilizing the IGTV feature as a more effective and cost- effective alternative by utilizing IGTV as an alternative platform to convey longer and more in-depth information than Instagram Stories. IGTV is also more cost- effective than paid advertising.

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