PENGELOLAAN KOMUNIKASI MEDIA SOSIAL TIKTOK @JIMSHONEY.OFFICIAL DALAM MENINGKATKAN CITRA MEREK

PUTRI, DESILA HADINAR (2024) PENGELOLAAN KOMUNIKASI MEDIA SOSIAL TIKTOK @JIMSHONEY.OFFICIAL DALAM MENINGKATKAN CITRA MEREK. S1 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01 COVER.pdf Download (443kB) | Preview
Preview	Text (ABSTRAK) 02 ABSTRAK.pdf Download (204kB) | Preview
	Text (BAB I) 03 BAB 1.pdf Restricted to Registered users only Download (255kB)
	Text (BAB II) 04 BAB 2.pdf Restricted to Registered users only Download (304kB)
	Text (BAB III) 05 BAB 3.pdf Restricted to Registered users only Download (197kB)
	Text (BAB IV) 06 BAB 4.pdf Restricted to Registered users only Download (456kB)
	Text (BAB V) 07 BAB 5.pdf Restricted to Registered users only Download (176kB)
	Text (DAFTAR PUSTAKA) 08 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (123kB)
	Text (LAMPIRAN) 09 LAMPIRAN.pdf Restricted to Registered users only Download (468kB)

Abstract

The Social Media of TikTok can serve as a promotional tool, an informational media, and a means to enhance a company's image and reputation in front of its audience. Jims Honey Official utilizes TikTok as a platform to disseminate various promotional content about Jims Honey’s products to its followers, especially consumers, aiming to familiarize them with the brand and cultivate a positive image and reputation. The aims of this research is to describes the management of social media communication on TikTok @jimshoney.official in enhancing brand image. Relevant theories utilized to support this research include Corporate Communication Theory, Cyber Public Relations, The Circular Model of Social Media Engagement (SOME) introduced by Regina Lutrell, and Brand Image theories. This research used a qualitative descriptive method within the Postpositivism paradigm. Data collection was conducted through interviews involving 6 key informants from Jims Honey Official and 2 supporting informants from the followers of Tiktok @jimshoney.official as primary data, while secondary data consisted of literature studies and documentation. The results of this research, Jims Honey Official has implementing the four aspects in The Circular Model of SOME. This can be seen at the Share stage, where @jimshoney.official on TikTok has connected with its audience through varied content. In the Optimize stage, Jims Honey Official listens to and learns from the interactions conveyed by its audience. In the Manage stage, Jims Honey Official monitors and manages the messages shared. In the Engage stage, it involves the audience in the shared content. Keywords: Tiktok, Cyber Public Relations, The Model Circular of SOME, Brand Image Media Sosial Tiktok dapat dijadikan sebagai media promosi, media informasi, maupun sarana meningkatkan citra dan reputasi perusahaan didepan khalayak. Jims Honey Official memanfaatkan media sosial Tiktok untuk menyebarkan berbagai konten publikasi dari produk Jims Honey kepada followers khususnya konsumen agar mereka lebih mengenal produk dari Jims Honey serta membentuk citra dan reputasi yang positif. Tujuan penelitian ini menggambarkan pengelolaan komunikasi media sosial Tiktok @jimshoney.official dalam meningkatkan citra merek. Teori-teori relevan yang digunakan dalam mendukung penelitian ini, diantaranya Teori Komunikasi Korporasi, Cyber Public Relations, The Circular Model of SOME yang diperkenalkan oleh Regina Lutrell serta Citra Merek. Penelitian ini menggunakan metode deskriptif kualitatif dengan paradigma Post-positivisme. Pengumpulan data dilakukan dengan cara wawancara yang melibatkan 6 key informan dari Jims Honey Official dan 2 informan pendukung dari followers Tiktok @jimshoney.official sebagai data primer, sedangkan data sekunder berupa studi literatur dan dokumentasi. Hasil penelitian menunjukan bahwa Jims Honey Official telah menjalani keempat aspek dalam The Circular Model of SOME. Hal ini dilihat pada tahap Share, Tiktok @jimshoney.official telah berkoneksi dengan audiensnya melalui konten variatif. Pada tahap Optimize, Jims Honey Official mendengarkan dan mempelajari interaksi yang disampaikan oleh audiensnya. Pada tahap Manage, Jims Honey Official memonitoring dan mengelola pesan yang dibagikan. Pada tahap Engage, melibatkan audiens pada konten-konten yang dibagikan. Kata Kunci: Tiktok, Cyber Public Relations, The Model Circular of SOME, Citra Merek

Actions (login required)

View Item