ALAMSYAH, EZY (2023) PEMANFAATAN AKUN INSTAGRAM @KERETAAPIKITA PT. KAI (PERSERO) DALAM PEMENUHAN KEBUTUHAN INFORMASI PUBLIK PASCA PANDEMI COVID-19 (PERIODE 2021 - 2023). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Covid-19 pandemic has significantly impacted the industrial sector for over two years, with the mass transportation sector, such as PT. Kereta Api Indonesia (Persero) or PT.KAI, being one of the most affected. PT.KAI experienced adverse effects, including a decrease in passenger numbers and operational limitations at the onset of the pandemic. The focus of this research is to investigate how PT.KAI navigated the initial impacts of the pandemic and how its transformative efforts positively contributed to operational sustainability and public acceptance during the prolonged Covid-19 period. Within the post-positivist paradigm, this research adopts an approach by selecting five informants as the primary respondents. In this context, PT. KAI (Persero) acknowledges three main marketing focuses, namely broader access to social media, the significant role of stakeholders, and targeting specific user groups. Engaging respondents with diverse backgrounds is expected to provide in-depth insights into how they interpret and interact with the content on PT. KAI's Instagram social media. Based on the results of the study, PT. KAI (Persero) succeeded in optimizing the use of Instagram with a focus on context, communication, collaboration, and connection. The @keretaapikita account consistently presents train travel information with diverse content, creating a holistic and responsive information experience postpandemic. It becomes a trusted source of information with a practical, informative, creative, and responsive approach, providing an overall satisfying information experience. Keywords: PT Kereta Api Indonesia (Persero), Instagram, Utilization Pandemi Covid-19 telah memberikan dampak serius pada sektor industri selama lebih dari dua tahun, dengan sektor transportasi massal, seperti PT. Kereta Api Indonesia (Persero) atau PT.KAI, menjadi salah satu yang paling terpengaruh. PT.KAI mengalami dampak negatif, termasuk penurunan jumlah penumpang dan keterbatasan operasional di awal pandemi. Fokus penelitian ini ditujukan untuk menyelidiki bagaimana PT.KAI mengatasi dampak awal pandemi dan bagaimana transformasi tersebut berkontribusi positif terhadap kelangsungan operasional dan penerimaan masyarakat di masa pandemi Covid-19 yang berkepanjangan. Dalam paradigma post-positivistik, penelitian ini mengambil pendekatan dengan menjadikan lima informan sebagai responden utama. PT. KAI (Persero) dalam konteks ini menyadari tiga fokus pemasaran utama, yaitu akses yang lebih luas ke media sosial, peran stakeholder yang signifikan, dan target pengguna. Melibatkan responden dengan latar belakang berbeda diharapkan dapat memberikan wawasan mendalam tentang cara mereka menginterpretasikan dan berinteraksi dengan konten Media Sosial Instagram PT. KAI. Berdasarkan hasil penelitian, PT. KAI (Persero) berhasil mengoptimalkan pemanfaatan Instagram dengan fokus pada context, communication, collaboration, dan connection. Akun @keretaapikita secara konsisten menyajikan informasi perjalanan kereta api dengan konten beragam, menciptakan pengalaman berinformasi holistik dan responsif pasca pandemi. Akun ini menjadi sumber informasi terpercaya dengan pendekatan praktis, informatif, kreatif, dan responsif, memberikan pengalaman berinformasi yang memuaskan secara keseluruhan. Kata kunci: PT Kereta Api Indonesia (Persero), Instagram, Pemanfaatan
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