PENGELOLAAN MEDIA SOSIAL AKUN INSTAGRAM @PATRANIAGA.JATIMBALINUS DALAM MENINGKATKAN ENGAGEMENT PENGIKUT

SUWANDI, AULIA RIZKI (2025) PENGELOLAAN MEDIA SOSIAL AKUN INSTAGRAM @PATRANIAGA.JATIMBALINUS DALAM MENINGKATKAN ENGAGEMENT PENGIKUT. S1 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01. COVER.pdf Download (425kB) | Preview
	Text (BAB I) 02. BAB 1.pdf Restricted to Registered users only Download (90kB)
	Text (BAB II) 03. BAB 2.pdf Restricted to Registered users only Download (207kB)
	Text (BAB III) 04. BAB 3.pdf Restricted to Registered users only Download (91kB)
	Text (BAB IV) 05. BAB 4.pdf Restricted to Registered users only Download (578kB)
	Text (BAB V) 06. BAB 5.pdf Restricted to Registered users only Download (31kB)
	Text (DAFTAR PUSTAKA) 07. DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (125kB)
	Text (LAMPIRAN) 08. LAMLPIRAN.pdf Restricted to Registered users only Download (743kB)

Abstract

Social media has become an essential tool for companies to build communication and enhance engagement. PT Pertamina Patra Niaga Regional Jatimbalinus utilizes Instagram @patraniaga.jatimbalinus as a marketing and information platform; however, follower engagement levels still need optimization. This study analyzes the management strategies of the account in increasing engagement. This research is based on the Social Media Development Theory by Paramitha in Pakuningjati (2015), examining planning, activation, monitoring, and optimization. A qualitative descriptive method was applied, using Miles and Huberman's analysis techniques through interviews, literature studies, and documentation. The findings indicate that educational, promotional, and interactive content strategies have successfully increased engagement. The use of Stories, Reels, and Live has been effective; however, further optimization in responsiveness, analytics utilization, and collaboration with Key Opinion Leaders (KOL) is still necessary. Keywords: Instagram, Social Media, Engagement, Content Managemet Media sosial menjadi alat penting bagi perusahaan untuk membangun komunikasi dan meningkatkan engagement. PT Pertamina Patra Niaga Regional Jatimbalinus memanfaatkan Instagram @patraniaga.jatimbalinus sebagai platform pemasaran dan informasi, namun tingkat keterlibatan pengikut masih perlu dioptimalkan. Penelitian ini menganalisis strategi pengelolaan akun tersebut dalam meningkatkan engagement. Dasar penelitian ini menggunakan teori Pengembangan Media Sosial oleh Paramitha dalam Pakuningjati (2015), penelitian ini mengkaji perencanaan, aktivasi, pengawasan, dan optimalisasi. Metode kualitatif deskriptif digunakan dengan teknik analisis Miles dan Huberman melalui wawancara, studi pustaka, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi konten edukatif, promosi, dan interaksi telah meningkatkan engagement. Fitur Stories, Reels, dan Live efektif digunakan, namun optimalisasi respons, pemanfaatan analitik, dan kolaborasi dengan Key Opinion Leaders (KOL) masih diperlukan. Kata Kunci: Instagram, Media Sosial, Engagement, Pengelolaan Konten

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 084
NIM/NIDN Creators:	44222120029
Uncontrolled Keywords:	Instagram, Media Sosial, Engagement, Pengelolaan Konten
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 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu 300 Social Science/Ilmu-ilmu Sosial > 390 Customs of People/Adat Istiadat dan Kebiasaan Masyarakat Berdasarkan Status Ekonomi dan Kelas Sosial > 392 Customs of Life Cycle and Domestic Life/Adat Istiadat Setempat > 392.4 Courtship and Engagement Customs/Adat Istiadat tentang Pacaran dan Pertunangan
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	06 Mar 2025 05:50
Last Modified:	06 Mar 2025 05:50
URI:	http://repository.mercubuana.ac.id/id/eprint/94678

Actions (login required)

View Item