SAFITRI, DYNNA NUR (2023) PERAN SOCIAL MEDIA OFFICER MELALUI MEDIA SOSIAL INSTAGRAM DALAM MEMBANGUN REPUTASI PERUSAHAAN PADA AKUN @ERIGOSTORE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Business competition utilizes technology as an effort to brand one of them through Instagram social media. Currently, Erigo is not only competing with local brand competitors, but foreign brands. To build a positive reputation, companies need to implement internal and external communications so that they can be conveyed properly. The role Social Media Officer in communication through Instagram social media, namely communicating company activities to stakeholders by providing interesting content, inviting interaction to establish good relations with stakeholders. This study aims to dig deeper into the role social media officer through the utilization of Instagram social media in building the company's reputation. This study uses a descriptive qualitative approach using the constructivism paradigm. The data collection technique used was in-depth interviews with 5 subjects, namely Social Media Officer Erigo, Crew Erigo, and 3 Instagram followers @erigostore. The results of this study indicate that social media officer in building the company's reputation, the role is to convey company information and establish engagement with customers followers through Instagram features. Role social media officer managed to build a good reputation by utilizing the New York Fashion Week (NYFW) Spring/Summer 2022 moment content and increasing brand awareness. Keywords: role, social media officer, instagram, reputation. Persaingan bisnis memanfaatkan teknologi sebagai upaya untuk membranding salah satunya melalui media sosial Instagram. Saat ini, Erigo bukan hanya berkompetisi dengan kompetitor merek lokal, melainkan merek-merek luar negeri. Untuk membangun reputasi yang positif, perusahaan perlu menerapkan komunikasi internal dan eksternal agar dapat tersampaikan dengan baik. Peran Social Media Officer dalam komunikasi melalui media sosial Instagram yaitu mengkomunikasikan kegiatan perusahaan kepada para stakeholder dengan memberikan konten yang menarik, mengundang interaksi untuk menjalin hubungan baik dengan stakeholdernya. Penelitian ini bertujuan untuk menggali lebih dalam mengenai peran social media officer melalui pemanfaatan media sosial Instagram dalam membangun reputasi perusahaan. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan menggunakan paradigma konstruktivisme. Teknik pengumpulan data yang digunakan yaitu dengan wawancara mendalam dengan subyek sebanyak 5 orang, yaitu Social Media Officer Erigo, Crew Erigo, dan 3 followers Instagram @erigostore. Hasil penelitian ini menunjukkan bahwa social media officer dalam membangun reputasi perusahaan berperan untuk menyampaikan informasi perusahaan dan menjalin engagement dengan para followers melalui fitur-fitur Instagram. Peran social media officer berhasil membangun reputasi yang baik dengan memanfaatkan konten-konten moment New York Fashion Week (NYFW) Spring/Summer 2022 dan meningkatkan brand awareness. Kata Kunci: peran, social media officer, instagram, reputasi.
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