UI - Tesis (Membership) :: Kembali

UI - Tesis (Membership) :: Kembali

Brand personification akun twitter korporat studi kasus akun twitter Garuda Indonesia, Citilink, Telkomsel dan XL Axiata = Brand personification of corporate twitter accounts case of Garuda Indonesia, Citilink, Telkomsel and XL Axiata

Satria Setianda Singgih; Chairy, supervisor; Yeshika Alversia, examiner; Arga Hananto, examiner ([Publisher not identified] , 2016)

 Abstrak

ABSTRAK
Platform media sosial saat ini memungkinkan perusahaan untuk menjangkau
konsumen secara cepat dan tidak terbatas waktu. Situasi ini kemudian
memunculkan peluang untuk melakukan interaksi langsung dan membangun
consumer-brand relationship melalui media sosial. Penelitian ini berfokus pada
penggunaan twitter account resmi milik brand yang dapat terpersonifikasikan
karakter-karakternya sebagai salah satu medium untuk membangun relationship
dalam jangka panjang. Industri airline dan telekomunikasi di Indonesia dipilih
sebagai objek karena dinilai sebagai dua industri jasa di Indonesia yang secara
nature banyak melakukan interaksi dengan publik melalui platform media sosial.
Pengumpulan data melalui API twitter dilakukan selama dua bulan berturut-turut
pada Desember 2015-Januari 2016 pada objek penelitian twitter account
@Citilink dan @IndonesiaGaruda untuk industri airline dan @Telkomsel dan
XL123 untuk industri telekomunikasi. Metode analisa konten dilakukan dengan
basis lima strategi pesan (positivity, openness, sharing tasks, social networking,
dan assurance) dan tiga tipe pesan (informational, socio-emotional dan
instrumental). Penelitian ini memperoleh hasil strategi positivity yang dominan
menjadi brand character di semua brand. Namun pada tipe pesan ditemukan hasil
yang berbeda antara brand airline kelas full service yang condong dominan pada
socio-emotional dan sebaliknya pada brand airline kelas low cost carrier yang
condong dominan pada informational tweet. Full service airline juga cenderung
banyak melakukan strategi openness. Sebaliknya low cost carrier airline dan
industri telekomunikasi sangat rendah mengadopsi strategi openness. Strategi
sharing tasks dan social networking tidak diminati di semua brand. Khusus untuk
positivity, berkorelasi positif dengan informational tweet. Sebaliknya positivity
juga berkorelasi negatif dengan instrumental tweet.

ABSTRACT
Social media platform enables companies to reach consumers quickly and anytime
nowadays. This situation then triggers opportunity to carry direct interaction and
to build consumer-brand relationship through social media. This study was
focused on official brand twitter account usage in which could be personified their
characters as one of mediums to build long term relationship. Indonesian airline
and telecommunication industries were chosen as objects because they were
presumed two Indonesian service industries which naturally carried many public
interaction through social media platform. Data gathering through twitter API in
two consecutive months was conducted on December 2015-January 2016 in each
respective twitter account. They were @Citilink and @IndonesiaGaruda for
airline industry and @Telkomsel and @XL123 for telecommunication industry. A
content analysis was conducted with five relational maintenance strategy type
(positivity, openness, sharing tasks, social networking, dan assurance) and three
message types (informational, socio-emotional and instrumental). This study
obtained positivity strategy was dominant to be brand character in all brands.
However there was different result in message types between full service airline
brand and low cost carrier airline brand. Full service airline brand tended to be
more socio-emotional. On the other hand low cost carrier airline brand tended to
be more informational. Full service airline brand also tended to conduct openness
strategy. On the other hand low cost carrier airline brand and two
telecommunication brands conducted low portion of openness strategy. Sharing
tasks and social networking were mostly not used in all brands. In particular
positivity strategy positively correlated with informational tweet. On the other
hand positivity strategy also negatively correlated with instrumental tweet

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No. Panggil : T-Pdf
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Subjek :
Penerbitan : [Place of publication not identified]: [Publisher not identified], 2016
Program Studi :
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : computer
Tipe Carrier : online resource
Deskripsi Fisik : xxi, 161 pages : illustration ; 28 cm + appendix
Catatan Bibliografi : pages 83-97
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
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T-Pdf 15-18-956916196 TERSEDIA
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