STRATEGI KOMUNIKASI DIGITAL PADA JARIS & K DALAM MEMBANGUN BRAND AWARENESS (STUDI KASUS : IKLAN FILM STRANGER THINGS 4 DI NETFLIX)

PUTRI NISYA DWI MAHARANI, . (2024) STRATEGI KOMUNIKASI DIGITAL PADA JARIS & K DALAM MEMBANGUN BRAND AWARENESS (STUDI KASUS : IKLAN FILM STRANGER THINGS 4 DI NETFLIX). Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Kemajuan teknologi internet dan jaringan telah mengubah cara interaksi sosial dan komunikasi global, membuat aplikasi seperti TikTok dan perangkat smartphone menjadi esensial dalam kehidupan sehari-hari. Media sosial memainkan peran penting dalam mendorong perubahan sosial dan memengaruhi berbagai aspek kehidupan, termasuk hiburan, pendidikan, dan ekonomi. Di dunia public relations, era digital mengharuskan praktisi memahami dinamika baru komunikasi publik dan mengelola reputasi perusahaan secara efektif di dunia maya. Strategi komunikasi yang responsif terhadap tren digital, termasuk penggunaan iklan luar ruang (OOH), menjadi faktor utama dalam keberhasilan kampanye periklanan. Penelitian ini bertujuan untuk mengevaluasi dan memahami efektivitas strategi komunikasi digital yang diterapkan oleh Jaris & K dalam membangun Brand awareness Netflix, khususnya untuk film Stranger Things 4, serta untuk memberikan rekomendasi strategi komunikasi yang dapat diimplementasikan untuk meningkatkan kesadaran merek di kalangan audiens target. Penelitian ini menggunakan metode kualitatif deskriptif untuk memahami fenomena dalam konteks alami. Teknik purposive digunakan untuk memilih informan berdasarkan karakteristik tertentu. Data dikumpulkan melalui observasi, wawancara mendalam, dan dokumentasi, lalu dianalisis menggunakan model Huberman & Miles yang mencakup reduksi data, penyajian data, dan penarikan kesimpulan. Validitas data diperiksa dengan triangulasi sumber. Hasil penelitian menunjukkan bahwa strategi komunikasi digital Jaris & K dalam membangun Brand awareness Netflix untuk film Stranger Things 4 berhasil. Penerapan model komunikasi Laswell oleh tim Jaris & K mencakup konsistensi tematik, penggunaan media OOH dan digital yang tepat sasaran, serta menyasar Gen-Z dan Milenial. Strategi ini mencakup semua tingkat kesadaran merek: Top of Mind, Brand Recall, Brand Recognition, dan Unaware of Brand melalui kombinasi OOH, lighting ambience, dan kolaborasi dengan KOL dan media aggregator. Strategi komunikasi digital yang digunakan oleh Jaris & K terbukti efektif. Integrasi OOH dan media digital serta kolaborasi dengan agregator media dan key opinion leader (KOL) menghasilkan promosi dari mulut ke mulut yang kuat. Disarankan agar Jaris & K terus menyesuaikan strategi dengan tren digital, meningkatkan analisis data, dan memperluas kolaborasi dengan KOL untuk dampak yang lebih besar pada kesadaran merek. Kata Kunci : Brand awareness; Komunikasi Digital; Out-Of-Home Advertising (OOH) Advances in internet and network technology have changed the way social interaction and global communication takes place, making apps such as TikTok and smartphone devices essential to everyday life. Social media plays an important role in driving social change and influencing various aspects of life, including entertainment, education and the economy. In the world of public relations, the digital age requires practitioners to understand the new dynamics of public communication and effectively manage a company's reputation online. Communication strategies that are responsive to digital trends, including the use of outdoor advertising (OOH), are a major factor in the success of advertising campaigns. This research aims to evaluate and understand the effectiveness of digital communication strategies implemented by Jaris & K in building Netflix Brand awareness, specifically for the film Stranger things 4, and to provide recommendations for communication strategies that can be implemented to increase Brand awareness among the target audience. This research uses a descriptive qualitative method to understand phenomena in a natural context. The purposive technique was used to select informants based on certain characteristics. Data were collected through observation, in-depth interviews, and documentation, then analysed using the Huberman & Miles model which includes data reduction, data presentation, and conclusion drawing. Data validity was checked with source triangulation. The results showed that Jaris & K's digital communication strategy in building Netflix Brand awareness for the film Stranger things 4 was successful. The Jaris & K team's application of Laswell's communication model includes thematic consistency, targeted use of OOH and digital media, and targeting Gen-Z and Millennials. This strategy covers all levels of Brand awareness: Top of Mind, Brand Recall, Brand Recognition, and Unaware of Brand through a combination of OOH, light ambience, and collaboration with KOLs and media aggregators. The digital communication strategy employed by Jaris&K proved to be effective. The integration of OOH and digital media as well as collaboration with media aggregators and key opinion leaders (KOLs) resulted in strong word of mouth. It is recommended that Jaris & K continue to adapt the strategy to digital trends, improve data analysis, and expand collaboration with KOLs for greater impact on Brand awareness. Keywords: Brand awareness; Digital Communication; Out-Of-Home Advertising (OOH)

Item Type:	Thesis (Diploma)
Additional Information:	1). Muria Putriana, S.A.P., M.Pd.
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum)
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Users 22628 not found.
Date Deposited:	18 Jul 2024 04:40
Last Modified:	18 Jul 2024 04:40
URI:	http://repository.unj.ac.id/id/eprint/45660

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