STRATEGI PUBLIC RELATION DAPUR SOLO DALAMM EMBANGUN RELASI CUSTOMER MELALUI MEDIA SOSIAL INSTAGRAM (Studi Kasus PT Dapur Solo Mustika Nusantara)

ADELA, LUCITA NARA (2024) STRATEGI PUBLIC RELATION DAPUR SOLO DALAMM EMBANGUN RELASI CUSTOMER MELALUI MEDIA SOSIAL INSTAGRAM (Studi Kasus PT Dapur Solo Mustika Nusantara). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Social media is usually used to simply show one's existence, as an information medium, and it is often also used as a sales platform that markets products online, as is the case with the Dapur Solo account, currently Dapur Solo already has 62.4 thousand followers, where at This account is a Solo Kitchen media platform for building relationships so you can interact with customers This research aims to find out what Dapur Solo's public relations strategy is in building customer relationships through social media. This research uses the Cutlip Center & Broom theory and uses a case study method with a qualitative approach, data collection techniques through in-depth interviews and observation in obtaining data. The research results show that the strategy carried out by Dapur Solo starts from identifying problems, planning communications, and implementing planning in the online realm. The strategy is successful in expanding the reach of Dapur Solo customers as seen through measuring success as seen through traffic and metrics on Dapur Solo's Instagram and also enthusiastic followers. on social media through comments and suggestions received. Keywords: Strategy Public Relations, Social Media, Relationship Customer Media sosial biasanya digunakan untuk sekedar menunjukkan eksistensi diri, sebagai media informasi, bahkan tidak jarang juga digunakan sebagai platform berjualan yang memasarkan produk secara online, seperti halnya pada akun Dapur Solo, saat ini Dapur Solo sudah memiliki followers sebanyak 62,4 ribu, dimana pada akun tersebut adalah sebuah wadah media Dapur Solo untuk membangun relasi agar dapat berinteraksi dengan customer Dalam penelitian ini bertujuan untuk mengetahui bagaimana strategi public relations Dapur Solo dalam membangun relasi customer melalui media sosial . Penelitian ini menggunakan teori Cutlip Center & Broom serta menggunakan metode studi kasus dengan pendekatan kualitatif teknik pengumpulan data melalui wawancara mendalam dan observasi dalam memperoleh data . Hasil penelitian menunjukan strategi yang dilakukan oleh Dapur Solo dimulai dari mengetahui permasalahan,perencanaan komunikasi,dan implementasi perencanaan dalam ranah online strateginya berhasil dalam memperluas jangkauan customer Dapur Solo yang dilihat melalui pengukuran keberhasilan yang dilihat melalui traffic dan metriks pada Instagram Dapur Solo dan juga antusias followers di media sosial melalui komentar dan saran yang diterima. Kata Kunci: Strategi Public Relation, Media Sosial, Relasi Customer

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