FASYA, MILLATINA (2024) STRATEGI PUBLIC RELATIONS PT. SHOPEE INTERNATIONAL INDONESIA DALAM MEMPERTAHANKAN CITRA POSITIF PADA EVENT GIVEAWAY. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
A giveaway is a type of contemporary promotion that provides prizes with certain conditions. The requirements for taking part in the giveaway are quite easy. Usually, social media followers only need to follow the Shopee Instagram account, then like and comment. Spam comments are not allowed, and comments are allowed using other accounts to increase the chance of winning. The purpose of this research is to find out Shopee's PR strategy for maintaining its positive image at giveaway events. In this research, the theoretical analysis used is Public Relations, PR Strategy which includes fact-finding, planning, communication, and evaluation, Role of PR, PR Concepts, Communication Objectives, and Corporate Image as well as 5 previous research journals. The method used in this research is a constructivism paradigm in a qualitative approach method with case study research. The data obtained was from in-depth interviews with two internal and one external source. Apart from that, the data was obtained from observations, documentation, and journals, as well as literature studies based on the shopee.co.id website. The results of this research show that Shopee can handle cases well in accordance with procedures, and the Shopee team continues to be committed to more transparency with the aim of building customer and consumer trust so that Shopee users and customers still want to take part in giveaway events. The PR strategy carried out by Shopee finds a solution so that it can maintain the positive image that Shopee has. Keywords: Public Relations, Public Relations Strategy, Corporate Image, Giveaway Giveaway adalah salah satu jenis promosi kekinian yang memberikan hadiah dengan beberapa persyaratan tertentu. Persyaratan untuk mengikuti giveaway pun terbilang cukup mudah, biasanya pengikut sosial media hanya perlu mengikuti/follow akun Instagram Shopee, lalu like dan komentar, tidak diperbolehkan spam comment serta diperbolehkan komentar menggunakan akun lain untuk memperbesar kesempatan menang. Tujuan dari penelitian ini adalah untuk mengetahui strategi PR Shopee dalam mempertahankan citra positifnya pada event giveaway. Dalam penelitian ini menggunakan analisis teori yang digunakan yakni Public Relations, Strategi PR yang mencakup fact finding, planning, communication, dan evaluation, Peran PR, Konsep PR, Tujuan komunikasi, dan Citra Corporate serta 5 jurnal penelitian terdahulu. Metode yang digunakan pada penelitian ini adalah menggunakan paradigma konstruktivisme pada metode pendekatan kualitatif dengan penelitian studi kasus. Data yang diperoleh adalah dari hasil wawancara secara mendalam dengan 2 narasumber internal dan 1 narasumber eksternal. Selain itu, data yang didapatkan dari hasil observasi, dokumentasi dan jurnal, serta studi pustaka berdasarkan website shopee.co.id. Hasil penelitian ini menunjukkan bahwa Shopee dapat menangani kasus dengan baik yang juga sesuai prosedur dan tim Shopee terus berkomitmen untuk lebih transparansi dengan tujuan membangun kepercayaan pelanggan/konsumen sehingga para pengguna/customer Shopee tetap ingin mengikuti event giveaway. Strategi PR yang dilakukan oleh Shopee mendapatkan solusi agar tetap bisa mempertahankan citra positif yang telah dimiliki oleh Shopee. Kata Kunci: Public Relations, Strategi Public Relations, Citra Perusahaan, Giveaway
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