MAZELA, ARDITA (2024) MANAJEMEN SOSIAL MEDIA INSTAGRAM @EMINACOSMETICS DALAM MEMPERTAHANKAN BRAND IMAGE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this research is to find out Instagram Social Media Management @eminacosmetics in maintaining brand image by focusing on and identifying problems related to Define The Value Proposition, Segmentation, Targeting and Positioning, Operation and Delivery Process and Measurement and Feedback. This study used descriptive qualitative by conducting in-depth interviews with seven informants. Based on the results of this study, it shows that the process of implementing Instagram @eminacosmetics social media management in maintaining the brand image is in accordance with its function, namely Define The Propositioning by providing convenience in finding information about products, prices, promotions through Instagram @eminacosmetics. Segmentation, Targeting and Positioning is done by conducting research through internal and external teams, one of which is using Instagram insight, then the data is collected to determine the steps for Instagram social media management @eminacosmetics, one of which is to determine color, language and content. Operations and Delivery Process by determining the method of delivering messages and strategies in spreading messages, @eminacosmentics involves brand ambassadors and Emina Girl Gang Ambassadors. Measurement and Feedback that is measured is by looking at the results of the content that has been carried out and the programs that have been running, the feedback received by @eminacosmetics is interaction through comments, direct massages and also insta story tags. From these management functions it is felt that they are able to take advantage of social media activities in maintaining a good brand image The conclusion of this study is that the implementation of Social Media Management Instagram @eminacosmetics fulfills all stages well. This can be seen from Emina's users participating in one of its programs, namely Emina Girl Gang Ambassador through their Instagram and also participating in organizing events involving Emina Cosmetics as a participant. Keywords: Emina Cosmetics, Social Media Management, Insagram & Brand image Management Tujuan dari penelitian ini adalah untuk mengetahui Manajemen Sosial Media instagram @eminacosmetics dalam mempertahankan brand image dengan fokus dan identifikasi permasalahan terkait Define The Value Proposition, Segmentation, Targeting and Positioning, Operation and Delivery Process serta Measurement and Feedback. Penelitian ini menggunakan kualitatif deskriptif dengan melakukan wawancara mendalam kepada tujuh narasumber. Berdasarkan hasil penelitian ini menunjukan bahwa proses pelaksanaan manajemen sosial media instagram @eminacosmetics dalam mempertahankan brand image sesuai dengan fungsinya yaitu Define The Proposition dengan memberikan kemudahan dalam pencarian informasi mengenai produk, harga, promosi melalui instagram @eminacosmetics. Segmentation, Targeting and Positioning yang dilakukan adalah dengan cara melakukan riset melalui tim internal dan external salah satunya menggunakan insight instagram, kemudian data tersebut dikumpulkan untuk menentukan langkah manajemen sosial media instagram @eminacosmetics salah satunya menentukan warna, bahasa dan konten. Operations and Delivery Process dengan menentukan metode penyampaian pesan serta strategi dalam penyebaran pesan, @eminacosmentics melibatkan brand ambassador dan Emina Girl Gang Ambassador. Measurement and Feedback yang diukur adalah dengan melihat hasil konten yang telah dilakukan dan program yang telah berjalan, feedback yang diterima @eminacosmetics adalah interaksi melalui komentar, direct message dan juga Tag instastory. Dari fungsi-fungsi manajemen tersebut dirasa mampu untuk memanfaatkan aktivitas media sosial dalam mempertahankan brand image yang baik Kesimpulan dari penelitian ini adalah penerapan Manajemen Sosial Media yang dilakukan oleh instagram @eminacosmetics memenuhi seluruh tahapan dengan baik. Hal ini terlihat dari pengguna emina yang ikut serta dalam salah satu programnya yaitu Emina Girl Gang Ambassador melalui instagramnya dan juga ikut serta dalam penyelenggaraan event yang melibatkan Emina Cosmetics sebagai partisipan. Kata Kunci: Emina Cosmetics, Manajemen Sosial Media, Instagram, & Brand image
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