AMBARWATI, RINDA TRI (2025) ONLINE REPUTATION MANAGEMENT (ORM) TABRAKLARI BAND DALAM INSTAGRAM (@tabraklari.nih). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The emergence of new bands in Indonesia has made the competition in the indie music industry increasingly tight. These bands must be able to publish their uniqueness or differentiating value from other bands in order to emerge to the surface. Band publication is greatly assisted by the existence of Instagram social media by managing reputation or reputation management online (Online Reputation Management). This is what happened to the Tabraklari band, where they were able to present a unique fast-core that combines aggressive music with lyrics and appearances with comedy elements that are very close to the daily lives of Indonesian people, different from fast-core bands in general that focus on social criticism with a fierce appearance. This study uses a qualitative approach with a case study method that aims to determine how Tabraklari band's reputation management is on Instagram social media through three important components in Online Reputation Management (ORM), namely Search Engine Optimization SEO, Social Media Activity, Consumer Generated Media (CGM) and Scott M. Cutlip's theory regarding the functional role of Public relations, one of which is Communication Technician. The research results show that Tabraklari Band can maximize three important components related to online reputation management (SEO, Social Media Activity, CGM) on Instagram so that their reputation as a fast-core comedy band is accepted by the public, this can be seen from the uniqueness of the visual identity on Instagram @tabraklari.nih, the image of the vocalist as a stand-up comedian to the functional role of PR carried out by Tabraklari Band. Keywords: Online Reputations Management (ORM), Reputation, Public Relations. Munculnya band-band baru di Indonesia membuat persaingan di Industri musik indie semakin ketat. Band-band tersebut harus mampu mempublikasikan keunikan yang dimiliki atau nilai pembeda dari band lainnya agar dapat muncul kepermukaan. Publikasi band sangat terbantu oleh adanya media sosial Instagram dengan melakukan pengelolaan reputasi atau manajemen reputasi secara online (Online Reputation Management). Hal tersebut yang terjadi pada Tabraklari band, dimana mereka dapat menghadirkan fast-core unik yang memadukan musik yang agresif dengan lirik serta tampilan dengan unsur komedi yang dekat sekali dengan seharian masyarakat Indonesia, berbeda dari band fast-core pada umumnya yang fokus pada kritik sosial dengan tampilan yang sangar. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus yang bertujuan untuk mengetahui bagaimana manajemen reputasi Tabraklari band dalam media sosial Instagram melalui tiga komponen penting dalam Online Reputation Management (ORM) yaitu Search Engine Optimization SEO, Social Media Activity, Consumer Generated Media (CGM) dan teori Scott M. Cutlip mengenai Peran fungsional Public relations salah satunya adalah Communication Technician. Hasil Penelitian menunjukkan bahwa Tabraklari Band dapat memaksimalkan tiga kompenen penting terkait manajemen reputasi online (SEO, Social Media Activity, CGM) di Instagram sehingga reputasi mereka sebagai band fast-core yang berkomedi diterima publiknya, hal tersebut dapat dilihat dari keunikan pada visual identity pada Instagram @tabraklari.nih, citra vokalis sebagai stand up comedian hingga peran fungsional PR yang dijalankan oleh Tabraklari band. Kata Kunci: Online Reputations Management (ORM), Reputasi, Public Relations.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/PR. 25 022 |
| NIM/NIDN Creators: | 44221010038 |
| Uncontrolled Keywords: | Online Reputations Management (ORM), Reputasi, Public Relations. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 22 Jan 2025 05:53 |
| Last Modified: | 22 Jan 2025 05:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/93689 |
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