PENGELOLAAN MEDIA SOSIAL INSTAGRAM DALAM MEMBANGUN BRAND IMAGE (Studi Kualitatif Deskriptif Pada Akun Instagram @Queenaros)

ARIETA, PUTRI STEVIA (2022) PENGELOLAAN MEDIA SOSIAL INSTAGRAM DALAM MEMBANGUN BRAND IMAGE (Studi Kualitatif Deskriptif Pada Akun Instagram @Queenaros). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to provide a description of instagram social media management in building a brand image carried out by the Instagram account @Queenaros. Queenaros is one of the local brands that provides a variety of Muslim women's clothing that uses Instagram as one of the online-based social media in carrying out sales and purchases known as online shops. This research uses qualitative research methods with a descriptive study approach. Data collection techniques are carried out using interview techniques and also literature study techniques. The main informant or key inform in this investigation is a party from Queenaros, namely the owner and also the public relations. The results of the study found that the management of Instagram social media by @Queenaros aims to develop a brand image when providing information to potential customers about local brands of Muslim clothing. There are several four ways used by @Queenaros in managing social media, including context, Communication, Collaboration, and Connection. Keywords: Social Media Management, brand image. Penelitian ini bertujuan untuk memberikan penggambaranan mengenai pengelolaan social media Instagram dalam membangun citra merek yang dilaksanakan oleh akun Instagram @Queenaros. Queenaros merupakan salah satu lokal brand yang menyediakan berbagai macam pakaian muslim wanita yang memanfaatkan Instagram sebagai salah satu media sosial berbasis online dalam menjalankan penjualan maupun pembelian yang dikenal dengan online shop. Penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan studi deskriptif. Teknik pengumpulan data dilakukan dengan menggunakan teknik wawancara dan juga teknik studi literatur. Informan utama atau key informandalam penetilian ini merupakan pihak dari Queenaros yaitu owner dan juga public relationsnya. Hasil penelitian didapatkan bahwa pengelolaan social media instagram oleh @Queenaros bertujuan dalam mengembangkan citra merk saat memberikan informasi kepada calon customer mengenai brand lokal pakaian muslim. Terdapat beberapa empat cara yang digunakan oleh @Queenaros dalam pengelolaan media sosial, diantaranya adalah context, Communication, Collaboration, dan Connection. Kata Kunci : Pengelolaan Media Sosial, brand image.

Item Type: Thesis (S1)
Call Number CD: FK/PR. 22 155
NIM/NIDN Creators: 44218010004
Uncontrolled Keywords: Pengelolaan Media Sosial, brand image
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 27 Oct 2022 07:18
Last Modified: 09 Aug 2023 03:16
URI: http://repository.mercubuana.ac.id/id/eprint/71018

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