DEA RIZKI DWI, LEONITA (2021) PEMANFAATAN MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PUBLIKASI DI JAYAKARTA HOTELS & RESORTS. S1 thesis, Universitas Mercu Buana.
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Abstract
Perhotelan memanfaatkan sosial media Instagram pada umumnya sebagai media publikasi secara online agar masyarakat dapat mengetahui kegiatan apa saja yang dilakukan oleh perusahaan tersebut dan berita terbaru yang perlu diketahui terlebih menyangkut informasi mengenai produk dan jasa. Tujuan penelitian ini adalah untuk mengetahui proses share, optimize, manage, dan engage yang dilakukan pada media sosial Instagram Jayakarta Hotels & Resorts. Penelitian ini menggunakan teori Public Relations, Cyber Public Relations, terutama teori tentang Media Sosial dengan konsep SOME oleh Regina Luttrell yaitu proses share, optimize, manage, engage. Penelitian ini mengunakan paradigma konstruktivis dengan pendekatan kualitatif, melalui metode studi kasus deskriptif. Subjek penelitian dalam penelitian ini terdiri dari 4 informan. Adapun teknik pengumpulan data meliputi data primer yaitu wawancara mendalam dan observasi serta data sekunder meliputi dokumentasi dan studi literature. Teknik analisis data secara kualitatif deskriptif. Hasil penelitian menunjukan bahwa : 1) Dalam mengelola media sosial instagram Jayakarta Hotels & Resorts menyesuaikan konten dengan keinginan pasar, saat ini Jayakarta Hotels & Resorts memiliki target sasaran usia 21-55 tahun yang dapat dikategorikan sebagai mahasiswa dan pekerja. 2) Jayakarta Hotels & Resorts mengikuti tren pasar yang ada, dengan memposting foto atau video yang di ambil dengan menggunakan kamera professional agar hasil foto atau video terlihat menarik. 3) Informasi yang dipublikasikan Jayakarta Hotels & Resorts sudah lengkap. Namun pada pemanfaatan media sosial instagram sebagai media publikasi yang dilakukan Jayakarta Hotels & Resorts belum konsisten atau belum maksimal karena tidak adanya praktisi PR dalam membantu membuat copywriter, serta dalam menenentukan jadwal posting. 4) Bahwa sangat penting keterlibatan karyawan Hotel Jayakarta dalam memfollow akun Jayakarta Hotels & Resorts serta share konten tentang Hotel Jayakarta ke masing-masing akun karyawan untuk meningkatkan engage. Kata kunci : Public Relations, Cyber Public Relations, Media Sosial, konsep SOME Hospitality uses Instagram social media in general as an online publication media so that people can find out what activities are carried out by the company and the latest news that needs to be known, especially regarding information about products and services. The purpose of this study was to determine the share, optimize, manage, and engage processes carried out on social media Instagram Jayakarta Hotels & Resorts. This study uses the theory of Public Relations, Cyber Public Relations, especially the theory of Social Media with the SOME concept by Regina Luttrell, namely the process of share, optimize, manage, engage. This research approach uses a constructivist paradigm with a qualitative approach, through a descriptive case study method. The research subjects in this study consisted of 4 informants. The data collection techniques include primary data, namely exploring and observing and secondary data including documentation and literature study. The data analysis technique was descriptive qualitative. The results of the study show that: 1) In managing social media Instagram Jayakarta Hotels & Resorts adjusts content to market desires, currently Jayakarta Hotels & Resorts has a target age of 21-55 years which can be categorized as students and workers. 2) Jayakarta Hotels & Resorts follows existing market trends, by posting photos or videos taken using professional cameras so that the photos or videos look attractive. 3) The information published by Jayakarta Hotels & Resorts is complete. However, the use of social media Instagram as a publication medium by Jayakarta Hotels & Resorts has not been consistent or has not been maximized due to the absence of PR practitioners in helping to create copywriters, as well as in determining posting schedules. 4) That it is very important the involvement of Jayakarta Hotel employees in following Jayakarta Hotels & Resorts accounts and sharing content about Jayakarta Hotel to each employee's account to increase engagement. Keywords : Public Relations, Cyber public relations, Media sosial, SOME concept
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44215120093 |
| Uncontrolled Keywords: | Public Relations, Cyber Public Relations, Media Sosial, konsep SOME. Public Relations, Cyber public relations, Media sosial, SOME concept |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 04 Sep 2024 03:21 |
| Last Modified: | 04 Sep 2024 03:21 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/91156 |
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