SITI NURLIANI PUTRI, . (2025) ANALISIS FOUR PILLAR SOCIAL MEDIA STRATEGY PADA AKUN INSTAGRAM RESMI @TMIIOFFICIAL TAMAN MINI INDONESIA INDAH. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
![]() |
Text
COVER.pdf Download (921kB) |
![]() |
Text
BAB I.pdf Download (568kB) |
![]() |
Text
BAB II.pdf Restricted to Registered users only Download (554kB) | Request a copy |
![]() |
Text
BAB III.pdf Restricted to Registered users only Download (273kB) | Request a copy |
![]() |
Text
BAB IV.pdf Restricted to Registered users only Download (3MB) | Request a copy |
![]() |
Text
BAB V.pdf Restricted to Registered users only Download (185kB) | Request a copy |
![]() |
Text
DAFTAR PUSTAKA.pdf Download (243kB) |
![]() |
Text
LAMPIRAN.pdf Restricted to Registered users only Download (1MB) | Request a copy |
Abstract
Tujuan dari penelitian ini adalah untuk melihat bagaimana strategi empat pilar sosial media diterapkan di akun Instagram @tmiiofficial. Penelitian ini dilakukan secara kualitatif melalui studi kasus dan didukung oleh metode pengumpulan data seperti wawancara mendalam, observasi, dan penyebaran kuesioner sebagai data tambahan. Four Pillar Social Media Safko & Brake (2009) dan Analisis Engagement Rate (ER) KOL.id yang didasarkan pada standar akun macro, berfungsi sebagai dasar penelitian ini. Hasil penelitian menunjukkan bahwa pilar komunikasi paling dominan dengan frekuensi unggahan tertinggi, tetapi kualitas interaksi masih perlu ditingkatkan, terutama pada aspek komunikasi dua arah. Pilar kolaborasi paling efektif dalam mendorong dengan capaian ER tertinggi, terutama ketika bekerja dengan influencer. Pilar edukasi juga cukup stabil. Pilar hiburan, di sisi lain, memiliki frekuensi dan capaian ER terendah, yang menunjukkan bahwa mereka belum dioptimalkan sepenuhnya. Penelitian ini bertujuan untuk memberikan saran kepada pengelola media sosial TMII tentang cara meningkatkan interaksi dua arah, memperluas strategi kolaborasi, dan menghasilkan konten edukasi dan hiburan dengan format yang lebih inovatif dan relevan, diharapkan juga bahwa penelitian ini akan menjadi referensi untuk pengembangan strategi media sosial dalam industri pariwisata. Kata Kunci: Media Sosial, Four Pillar Social Media Strategy,Engagement Rate, Instagram, TMII, Strategi Digital. ***** This study aims to examine how the Four Pillar Social Media Strategy—which consists of communication, education, collaboration, and entertainment—is implemented on the Instagram account @tmiiofficial. This research adopts a qualitative case study approach supported by data collection methods such as in-depth interviews, observation, and questionnaire distribution. The theoretical framework is based on Safko & Brake’s (2009) Four Pillar Social Media Strategy and Engagement Rate (ER) analysis, using the standard benchmarks for macro accounts. The results indicate that the communication pillar is the most dominant, with the highest post frequency (61%), yet the quality of interaction still needs improvement, particularly in terms of two-way communication. The collaboration pillar proves to be the most effective in driving engagement, achieving the highest ER of 39.47%, especially when collaborating with influencers or major brands. The education pillar shows relatively stable performance and contributes positively to audience feedback. On the other hand, the entertainment pillar records the lowest frequency and ER, indicating that this aspect has not been fully optimized. This research aims to provide recommendations for TMII’s social media managers on enhancing two-way interactions, expanding collaboration strategies, and developing educational and entertaining content in more innovative and relevant formats. Furthermore, this study is expected to serve as a reference for developing social media strategies in the cultural tourism industry in the digital era. Keyword : Social Media, Four Pillar Social Media Strategy, Engagement Rate, Instagram, TMII, Digital Strategy
Item Type: | Thesis (Sarjana) |
---|---|
Additional Information: | 1). Rinie Octaviany Hasan, M.Si., M.M.Par. ; 2). Heryanti Utami, S.ST.Par, M.M. Par. |
Subjects: | Ilmu Sosial > Pariwisata |
Divisions: | FIS > D IV Usaha Perjalanan Wisata |
Depositing User: | Siti Nurliani Putri . |
Date Deposited: | 05 Aug 2025 06:33 |
Last Modified: | 05 Aug 2025 06:33 |
URI: | http://repository.unj.ac.id/id/eprint/57979 |
Actions (login required)
![]() |
View Item |