KARAKTERISTIK PESAN NINE BLOCK CONVERSATION PLANNER DI POSTINGAN INSTAGRAM YAKULT INDONESIA (PERIODE JANUARI 2024-APRIL 2024)

P, TRISTAN MAHESWARA PUTRA (2024) KARAKTERISTIK PESAN NINE BLOCK CONVERSATION PLANNER DI POSTINGAN INSTAGRAM YAKULT INDONESIA (PERIODE JANUARI 2024-APRIL 2024). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Hadirnya media sosial telah mempengaruhi ke bidang komunikasi pemasaran dan memperkenalkan social media marketing. Instagram merupakan media sosial yang sering digunakan oleh pembisnis untuk mempromosikan bisnis mereka. PT Yakult Indonesia Persada juga memasarkan produk nya di Instagram dengan mempromosikan produk melalui postingan berpromosi dan giveaway. Tujuan penelitian ini adalah untuk mengetahui jenis pesan apa saja dalam konten postingan Yakult Indonesia berdasarkan Nine Block Conversation Planner. Penelitian ini menggunakan teori konsep Nine Block Conversation Planner menurut Kelly (2007). Penelitian ini menggunakan metode analisis isi kuantitatif dan paradigma positivism. Hasil penelitian ini menunjukkan bahwa tema pesan yang mendominasi diantaranya adalah aspirations & beliefs sebanyak 28%, seasonal/event-related sebanyak 17,6%, personalities & personal stories sebanyak 17,2%, david vs. goliath sebanyak 12%, how-to sebanyak 9,6%, avalanche about to roll sebanyak 7,6%, contrarian/counterintuitive sebanyak 4,4%, glitz & glam sebanyak 2,8%, dan anxieties sebanyak 0,8%. The presence of social media has influenced the field of marketing communications and introduced social media marketing. Instagram is a social media that is often used by business people to promote their business. PT Yakult Indonesia Persada also markets its products on Instagram with promotion posts and giveaways. The purpose of this research is to find out what types of messages are in Yakult Indonesia post content based on the Nine Block Conversation Planner. This research uses the Nine Block Conversation Planner concept theory according to Kelly (2007). This research uses quantitative content analysis methods and a positivism paradigm. The results of this research show that the message themes that dominate include aspirations & beliefs as much as 28%, seasonal/event-related as much as 17.6%, personalities & personal stories as much as 17.2%, David vs. goliath as much as 12%, how-to as much as 9.6%, avalanche about to roll as much as 7.6%, contrarian/counterintuitive as much as 4.4%, glitz & glam as much as 2.8%, and anxiety as much as 0.8%.

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