STRATEGI SOCIAL MEDIA MARKETING PENERBIT GRASINDO DALAM MENINGKATKAN BRAND EQUITY MELALUI KOLABORASI DENGAN KEY OPINION LEADER

ANITA FIRDAUS, . (2025) STRATEGI SOCIAL MEDIA MARKETING PENERBIT GRASINDO DALAM MENINGKATKAN BRAND EQUITY MELALUI KOLABORASI DENGAN KEY OPINION LEADER. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Seiring meningkatnya penggunaan media sosial dalam pemasaran, termasuk di industri penerbitan, Penerbit Grasindo memanfaatkan Instagram sebagai media utama untuk promosi dan menjalin komunikasi dengan audiens, salah satunya melalui konten kolaborasi dengan Key Opinion Leader (KOL). Penelitian ini bertujuan untuk mengetahui strategi social media marketing yang diterapkan oleh Penerbit Grasindo dalam meningkatkan brand equity melalui kolaborasi dengan KOL di Instagram. Penelitian ini menggunakan teori social media marketing dari Gunelius (2011), yang mencakup empat elemen utama: content creation, content sharing, connecting, dan community building. Model VisCAP (visibility, credibility, attraction, dan power) digunakan untuk menganalisis pemilihan KOL. Teori brand equity dari Aaker (1997): brand awareness, brand association, perceived quality, dan brand loyalty, digunakan untuk melihat hasil dari strategi yang diterapkan. Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa wawancara mendalam, observasi, dan dokumentasi konten Instagram. Informan dipilih secara purposive, terdiri dari satu pengelola media sosial Grasindo, satu KOL, dan dua followers aktif. Analisis data berupa reduksi data, penyajian data, dan penarikan kesimpulan, dengan uji keabsahan menggunakan triangulasi sumber. Hasil penelitian menunjukkan bahwa Grasindo menerapkan keempat elemen strategi social media marketing dari Gunelius (2011) melalui pembuatan konten kolaborasi dengan KOL, penyebaran melalui collab posting dan cross-posting, interaksi di komentar, seta pembentukan komunitas pembaca. Pemilihan KOL mengacu pada model VisCAP yang disesuaikan dengan karakter buku dan audiens. Kolaborasi ini berkontribusi terhadap peningkatan brand equity Grasindo, pada aspek kesadaran merek, asosiasi, kualitas, dan loyalitas. Kesimpulannya, strategi social media marketing Grasindo di Instagram tidak hanya menjadi sarana promosi, tetapi juga membangun hubungan berkelanjutan dengan audiens melalui kolaborasi dengan KOL dalam meningkatkan brand equity penerbit. Kata Kunci: Brand Equity; Instagram; Key Opinion Leader (KOL); Social Media Marketing; VisCAP ***** As social media becomes increasingly important in digital marketing, including in the publishing industry. Grasindo, a publishing company, utilizes Instagram as its primary platform for promotion and audience engagement. One of its key approaches is creating collaborative content with Key Opinion Leaders (KOLs). This study aims to explore the social media marketing strategy implemented by Grasindo to enhance its brand equity through collaboration with KOLs on Instagram. This research adopts the social media marketing theory proposed by Gunelius (2011), which includes four key elements: content creation, content sharing, connecting, and community building. The VisCAP model (visibility, credibility, attraction, and power) are used to analyze the selection of KOLs. Then, Aaker’s (1997) brand equity theory: brand awareness, brand association, perceived quality, and brand loyalty, is applied to assess the results of the implemented strategies. A descriptive qualitative approach was used in this study, with data collected through in-depth interviews, observation, and Instagram content documentation. Informants were selected purposively and included one of Grasindo’s social media manager, one KOL, and two active followers of the account. Data were analyzed through data reduction, data display, and conclusion drawing, with source triangulation to ensure validity. The results of the study indicate that Grasindo applies the four elements of social media marketing strategy by Gunelius (2011) through collaborative content creation with KOLs, distribution via collab posting and cross-posting, interaction in the comments section, and the formation of a reader community. The selection of KOLs refers to the VisCAP model, which is adjusted to match the characteristics of the book and the target audience. This collaboration contributes to enhancing Grasindo’s brand equity, particularly in terms of brand awareness, brand association, perceived quality, and brand loyalty. In conclusion, Grasindo’s social media marketing strategy on Instagram serves not only as a promotional tool but also as a means to build sustainable relationships with the audience through collaboration with KOLs in enhancing the brand equity of the publisher. Keywords: Brand Equity; Instagram; Key Opinion Leader (KOL); Social Media Marketing; VisCAP

Item Type:	Thesis (Sarjana)
Additional Information:	1). Menati Fajar Rizki, M.I.Kom. ; 2). Anggun Nadia Fatimah, M.Si.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Anita Firdaus .
Date Deposited:	30 Jul 2025 06:43
Last Modified:	30 Jul 2025 06:43
URI:	http://repository.unj.ac.id/id/eprint/56977

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