Brillianto K. Djaja, Brillianto (2022) Strategi Media Sosial PT. Dana Syariah Indonesia Dalam Mempertahankan Pendana Di Masa Pandemi Covid-19. Thesis (S2) thesis, Fisip Universitas Muhammadiyah Jakarta.

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Abstract

ABSTRAK Nama :Brillianto Ksatrya Djaja NPM :2019960037 Judul :Strategy Media Sosial PT. Dana Syariah Indonesia dalam Mempertahankan Pendana di Masa Pandemi Covid-19 Pembimbing :Dr. Oktaviana Purnamasari, M.Si. Ringkasan : Media sosial merupakan aplikasi berbasis internet yang telah menjadi bagian dari kehidupan sehari-hari banyak orang di seluruh dunia. Jutaan bahkan milyaran orang menggunakan platform populer, seperti Facebook, Instagram, Twitter, dan Youtube. Sifat interaktif media sosial, di mana pengguna dapat memulai dan berpartisipasi dalam percakapan, membuat platform ini sangat populer di seluruh dunia. Aplikasi ini digunakan dalam bisnis financial technology (fintech). Seiring dengan fintech konvensional, ada sejumlah fintech berbasis syariah di Indonesia yang juga berkembang pesat. Tujuan dari penelitian ini adalah untuk mengkaji strategi media sosial fintech syariah dalam mempertahankan pendana di masa pandemi Covid-19. Objek penelitian ini adalah PT Dana Syariah Indonesia (DSI). DSI dipilih untuk penelitian, karena dibandingkan dengan 8 fintech pinjaman syariah lainnya yang telah mendapat izin di Indonesia, hanya 3 yang menggunakan media sosial dalam komunikasi pemasaran dan DSI satu-satunya yang memiliki akun media sosial lengkap dengan keterlibatan aktif. Proses pengumpulan data dilakukan dengan wawancara mendalam, observasi dan studi pustaka. Hasil penelitian menunjukkan, bahwa DSI menjalankan strategi media sosial seperti teori Quesenberry. DSI selalu mengkomunikasikan pesan melalui media sosial dengan menggunakan slogan 'hijrah finansial' yang diterjemahkan ke dalam kisah-kisah inspiratif di konten media sosial. Pendekatan holistik ini memiliki dampak yang signifikan pada pemasaran. Alhasil, DSI sebagai perusahaan fintech syariah memiliki Tingkat Keberhasilan (TKB) tertinggi di antara perusahaan fintech syariah lainnya, yakni 99,98% di masa pandemi Covid-19. Kata kunci : Komunikasi pemasaran; Strategi Media Sosial; Fintech Syariah Referensi : 26 buku, 24 jurnal ilmiah, 21 artikel ilmiah   ABSTRACT Name :Brillianto Ksatrya Djaja NPM :2019960037 Title :Social Media Strategy PT Indonesian Sharia Funds in Retaining Funders during Covid-19 Pandemic Supervisor :Dr. Oktaviana Purnamasari, M.Si. Summary : Social media is an internet-based application that has become a part of the daily life of many people around the world Millions and even billions of people use popular platforms, such as Facebook, Instagram, Twitter, and Youtube. The interactive nature of social media, where users can initiate and participate in conversations, makes this platform very popular all over the world. This application is used once in the financial technology business (fintech). Along with conventional fintech, there are a number of sharia-based fintech in Indonesia which are also growing rapidly. The purpose of this study was to examine the marketing communication-based social media strategy for sharia fintech during the Covid-19 pandemic The object of this study is the Indonesian Sharia Fund (DSI) DSI was chosen for research because compared to other 8 sharia lending fintech that have received permits in Indonesia, only 3 have used social media in marketing communications and DSI is the only one with a complete social media account with active engagement. The process of collecting date was by conducting in depth interviews, observations and literature studies. The results show that DSI implement social media strategies such as Quesenberry's theory. DSI's strength is that it always communicates messages through social media using the slogan 'financial hijrah, where bis ideas are translated into inspiring stories on social media content. This holistic approach has a significant impact on marketing. As a result, DSI as a sharia fintech company has the highest Success Rate (TKB) among other sharia fitech companies, which is 99,98% during Covid-19 pandemic. Keywords :Marketing Communication, Social Media Strategy, Sharia Fintech Reference :26 books, 24 journal, 21 articles

Item Type:	Thesis (Thesis (S2))
Subjects:	H Social Sciences > HE Transportation and Communications
Divisions:	Faculty of Social and Political Sciences > S2 Master of Communication Science / Magister Ilmu Komunikasi (MIKOM)
Depositing User:	EVA AIHULIA
Date Deposited:	01 Dec 2022 02:54
Last Modified:	01 Dec 2022 02:54
URI:	http://repository.umj.ac.id/id/eprint/9326

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