Ramadhan, Bima Ilham (2022) STRATEGI PRODUKSI INFOGRAFIS MENGENAI APLIKASI E-BANKING BRIMO PADA MEDIA SOSIAL INSTAGRAM BANK RAKYAT INDONESIA (BRI). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Komunikasi pemasaran saat ini dapat diwujudkan dengan media yang lebih ringkas dan cepat seperti media sosial. Pada dasarnya aspek penting kegiatan pemasaran melalui media sosial terletak pada keberhasilan menarik perhatian orang agar terikat (engaged) dengan konten yang disajikan, khususnya pada media sosial yang berbasis foto dan video seperti Instagram. Salah satu cara agar konten pada media sosial Instagram disajikan dengan lebih menarik adalah dengan pemanfaatan infografis. Berdasarkan latar belakang tersebut, tujuan dari penelitian ini adalah untuk mengidentifikasi strategi produksi infografis mengenai aplikasi e-banking BRImo pada media sosial Instagram Bank Rakyat Indonesia (BRI). Penelitian ini menggunakan paradigma post-positivisme. Pendekatan penelitian yang digunakan adalah pendekatan kualitatif dengan metode deskriptif kualitatif dan teknik analisis data induktif. Adapun teknik pengumpulan data pada data primer melalui wawancara mendalam dan observasi, serta pengumpulan data sekunder dalam bentuk studi kepustakaan berupa buku dan rujukan penelitan yang relevan, internet, serta dokumentasi. Selain itu, teknik pemeriksaan keabsahan data yang digunakan yaitu trianggulasi sumber data. Proses pembuatan infografis BRI memiliki beberapa ketentuan, seperti (1) pencantuman alamat media sosial dan contact center BRI, (2) pencantuman berbagai logo resmi, (3) perpaduan warna yang diterapkan, serta (4) penggunaan jenis huruf atau tipe font tertentu. Hasil penelitian didapatkan bahwa infografis terbagi menjadi tiga jenis, yaitu infografis statis, infografis animasi, dan infografis interaktif. Namun hanya infografis statis dan animasi yang pernah dihasilkan oleh BRI. Selain itu, infografis yang dihasilkan BRI mengenai aplikasi e-Banking BRImo lebih dominan menggunakan pendekatan naratif. Adapun manfaat yang diperoleh BRI dalam menyebarluaskan konten berbentuk infografis terdiri dari daya pikat, komprehensif, dan retensi. Selain itu, terdapat beberapa hambatan selama pembuatan infografis, yaitu hambatan teknis dan nonteknis. Hambatan teknis berupa software pendukung yang belum diperbarui dan koneksi internet yang tidak stabil, sedangkan hambatan nonteknis berkaitan dengan kekurangan ide saat membuat infografis, dan terlalu banyak informasi yang harus dimuat dalam sebuah infografis. Kata Kunci: strategi produksi, infografis, BRImo, Instagram, e-Banking. Marketing communications can be realized with more concise and faster media such as social media. Basically, an important aspect of marketing activities through social media lies in the success of attracting people's attention to be interested in the content presented, especially on photo and video-based social media such as Instagram. One way to make content on Instagram social media more attractive is by using infographics. Based on this background, the purpose of this research is to create an infographic regarding the BRImo e-banking application on Bank Rakyat Indonesia (BRI) Instagram social media. This research uses post-positivism paradigm. The research approach used is a qualitative approach with qualitative descriptive methods and inductive data analysis techniques. The technique of collecting data on primary data is through in-depth interviews and observations, as well as secondary data collection in the form of library research in the form of books and relevant research references, internet, and documentation. In addition, the technique of checking the validity of the data used is triangulation of data sources. The process of making BRI infographics has several provisions, such as (1) the inclusion of BRI's social media addresses and contact centers, (2) the inclusion of various official logos, (3) the color combination applied, and (4) the use of certain fonts. The results showed that infographics are divided into three types, namely static infographics, animated infographics, and interactive infographics. However, only static and animated infographics have ever been produced by BRI. In addition, the infographic produced by BRI regarding the BRImo e-Banking application is more dominant using a narrative approach. The benefits obtained by BRI in disseminating infographic content consist of attractiveness, comprehensiveness, and retention. There are several obstacles during the creation of infographics, namely technical and non-technical barriers. Technical barriers are in the form of supporting software that has not been updated and unstable internet connections, while non-technical barriers are related to lack of ideas when making infographics, and too much information that must be contained in an infographic. Keywords: production strategy, infographics, BRImo, Instagram, e-Banking.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44319120049 |
| Uncontrolled Keywords: | strategi produksi, infografis, BRImo, Instagram, e-Banking. production strategy, infographics, BRImo, Instagram, e-Banking. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 01 Aug 2022 08:02 |
| Last Modified: | 01 Aug 2022 08:02 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/66582 |
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