ANALISIS KOMUNIKASI INTERAKTIF AKUN INSTAGRAM @BICARAPEDE (TEORI CUSTOMER RELATIONSHIP MANAGEMENT)

SYAFIRA PUTRI RAHMAH NINGRUM, . (2024) ANALISIS KOMUNIKASI INTERAKTIF AKUN INSTAGRAM @BICARAPEDE (TEORI CUSTOMER RELATIONSHIP MANAGEMENT). Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (2MB)
	Text BAB 1.pdf Download (795kB)
	Text BAB 2.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (2MB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (564kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (349kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (1MB) | Request a copy

Abstract

ABSTRAK Akun Instagram @bicarapede merupakan platform yang fokus pada pengembangan komunikasi yang percaya diri dan positif. Akun ini berhasil menarik perhatian pengguna Instagram dengan konten-konten interaktif dan edukatif yang disajikan. Penelitian ini bertujuan untuk menganalisis komunikasi interaktif yang dilakukan oleh akun Instagram @bicarapede dengan menggunakan teori Customer Relationship Management (CRM). Penelitian ini menggunakan teori Customer Relationship Management milik Francis Buttle, dalam buku CRM: Concepts and Technologies. Dalam teori tersebut terdapat beberapa konsep utama, diantaranya; Customer Identification, Customer Attraction, Customer Retention, dan Customer Development. Penelitian ini menggunakan metodologi kualitatif dengan pendekatan kualitatif deskriptif. Teknik pengumpulan data dilakukan dengan wawancara mendalam, observasi, dan dokumentasi. Adapun yang menjadi key informan dalam penelitian ini adalah pengelola akun @bicarapede dan terdapat 3 informan pendukung yaitu followers aktif akun tersebut. Akun Instagram @bicarapede menerapkan konsep-konsep CRM dalam membangun dan mempertahankan hubungan dengan followersnya. Customer Identification dilakukan dengan mengenali karakteristik dan kebutuhan followers melalui interaksi di komentar dan pesan langsung. Customer Attraction dicapai dengan kontenkonten menarik yang relevan dengan kebutuhan dan minat followers. Customer Retention terlihat dari upaya akun ini untuk mempertahankan followers dengan interaksi yang konsisten dan tanggapan yang cepat. Customer Development dicapai dengan memberikan nilai tambah melalui konten edukatif dan interaktif yang membantu followers berkembang secara personal. Penulis menyimpulkan bahwa akun Instagram @bicarapede berhasil membangun komunikasi interaktif yang efektif dengan followersnya melalui penerapan teori Customer Relationship Management. Hal ini dapat terlihat dari tingginya tingkat interaksi dan loyalitas followers terhadap akun tersebut. Kata kunci : Komunikasi Interaktif, Instagram, Customer Relationship Management ********** ABSTRACT The Instagram account @bicarapede is a platform focused on promoting confident and positive communication. This account has successfully attracted the attention of Instagram users with its interactive and educational content. This research aims to analyze the interactive communication carried out by the Instagram account @bicarapede using the theory of Customer Relationship Management (CRM). This research uses the Customer Relationship Management theory by Francis Buttle, as described in the book CRM: Concepts and Technologies. The main concepts in this theory include; Customer Identification, Customer Attraction, Customer Retention, and Customer Development. This study employs a qualitative methodology with a descriptive qualitative approach. Data collection techniques include in-depth interviews, observations, and documentation. The key informants for this research are the managers of the @bicarapede account, along with three supporting informants who are active followers of the account. The Instagram account @bicarapede applies CRM concepts in building and maintaining relationships with its followers. Customer Identification is conducted by recognizing the characteristics and needs of followers through interactions in comments and direct messages. Customer Attraction is achieved through engaging content that is relevant to the needs and interests of followers. Customer Retention is evident from the account's efforts to retain followers with consistent interactions and prompt responses. Customer Development is achieved by providing added value through educational and interactive content that helps followers grow personally. The author concludes that the Instagram account @bicarapede successfully builds effective interactive communication with its followers through the application of Customer Relationship Management theory. This is evidenced by the high level of interaction and loyalty of followers to the account. Keywords : Interactive Communication, Instagram, Customer Relationship Management

Item Type:	Thesis (Diploma)
Additional Information:	1). Asep Soegiarto, M.Si.
Subjects:	Karya Umum > Karya Tulis Perguruan TInggi Ilmu Sosial > Ilmu Sosial (Umum) Ilmu Sosial > Transportasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Users 22569 not found.
Date Deposited:	17 Jul 2024 00:01
Last Modified:	17 Jul 2024 00:01
URI:	http://repository.unj.ac.id/id/eprint/45622

Actions (login required)

View Item