Oktaviana Anggraini, Oktaviana (2023) Penggunaan Social Marketing Istagram @tvmuhammadiyah Dalam Membangun Customer Engagement. Skripsi (S1) thesis, Fisip Universitas Muhammadiyah Jakarta.

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Abstract

FAKULTAS ILMU SOSIAL DAN ILMU POLITIK PROGRAM STUDI ILMU KOMUNIKASI KONSENTRASI ADVERTISING Skripsi, Agustus 2023 Oktaviana Anggraini 2019140168 PENGGUNAAN SOCIAL MEDIA MARKETING INSTAGRAM @tvmuhammadiyah DALAM MEMBANGUN CUSTOMER ENGAGEMENT (V Bab + 109 Halaman + 6 Tabel + 4 Gambar + 9 Lampiran) ABSTRAK Televisi Muhammadiyah merupakan media pertelevisian yang mempunyai akun Instagram dengan nama @tvmuhammadiyah untuk mengedukasi audiens di instagram. Penelitian yang berjudul “Penggunaan Social Media Marketing @tvmuhammadiyah Dalam Membangun Customer Engagement” mempunyai tujuan untuk mengetahui sejauh mana penggunaan social media marketing pada Instagram tvMu, cara membangun customer engagement di Instagram tvMu, faktor penghambat dan pendukung dalam membangun customer engagement. Teori yang digunakan dalam penelitian ini yaitu teori social media marketing dari As’ad dan Alhadid (2014) dan teori customer engagement dari evans et al. (2021), dimana penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif yang disertakan dengan teknik pengumpulan data menggunakan observasi serta wawancara mendalam sebagai bukti pelengkap. Hasil dari penelitian ini menunjukkan bahwa tvMu menggunakan strategi social media marketing seperti membuat konten menarik, mengubah tampilan feed, menjadwalkan jam upload konten secara rutin, menggaet talent muda, namun memiliki kendala seperti minimnya interaksi audiens di Instagram dengan faktor penghambat tvMu terbatas dalam penyebaran konten. Kata Kunci : Social Media Marketing, Instagram, Customer Engagement, @tvmuhammadiyah Referensi : 25 Buku, 10 Jurnal, 4 Internet Dosen Pembimbing : Jamiati KN, S.I.Kom, M.I.Kom. vi FACULTY OF SOCIAL SCIENCE AND POLITICAL SCIENCE ADVERTISING CONCENTRATION COMMUNICATION SCIENCE STUDY PROGRAM Thesis, August 2023 Oktaviana Anggraini 2019140168 USE OF SOCIAL MEDIA MARKETING INSTAGRAM @tvmuhammadiyah IN BUILDING CUSTOMER ENGAGEMENT (V Chapter + 109 Pages + 6 Tables + 4 Figures + 9 Attachments) ABSTRACT Muhammadiyah Television is a television media that has an Instagram account with the name @tvmuhammadiyah to educate audiences on Instagram. The research entitled "Using Social Media Marketing @tvmuhammadiyah in Building Customer Engagement" aims to find out the extent of the use of social media marketing on tvMu's Instagram, how to build customer engagement on tvMu's Instagram, inhibiting and supporting factors in building customer engagement. The theories used in this research are social media marketing theory from As'ad and Alhadid (2014) and customer engagement theory from Evans et al. (2021), where this research uses a qualitative approach with descriptive methods accompanied by data collection techniques using observation and in-depth interviews as complementary evidence. The results of this research show that tvMu uses social media marketing strategies such as creating interesting content, changing the appearance of the feed, scheduling regular content upload hours, attracting young talent, but has obstacles such as minimal audience interaction on Instagram with limiting factors for tvMu in distributing content. Keywords : Social Media Marketing, Instagram, Customer Engagement, @tvmuhammadiyah References : 25 Books, 10 Journals, 4 Internet Supervisors : Jamiati KN, S.I.Kom, M.I.Kom.

Item Type:	Thesis (Skripsi (S1))
Subjects:	H Social Sciences > HE Transportation and Communications
Divisions:	Faculty of Social and Political Sciences > S1 Communication Studies / Ilmu Komunikasi
Depositing User:	EVA AIHULIA
Date Deposited:	14 Dec 2023 02:44
Last Modified:	14 Dec 2023 02:44
URI:	http://repository.umj.ac.id/id/eprint/17371

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