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[ABSTRAK
Tesis ini meneliti tentang faktor penting yang memotivasi konsumen Generasi Y untuk melakukan penelusuran produk dari sebuah restoran pada platform media sosial Instagram, dan menguji apakah niat untuk melakukan penelusuran produk tersebut akan mempengaruhi purchase intention di masa depan dan selanjutnya mengarah kepada pertukaran/berbagi informasi produk tersebut (word-of-mouth intention) dengan teman dan kenalan. Setelah dilakukan tinjauan pustaka dan penyusunan hipotesis, diperolah data dari penyebaran kuesioner kepada 223 responden yang berusia 16-35 pada tahun 2015 ini (kelompok Generasi Y) dan mempunyai akun Instagram serta pernah melakukan penelusuran produk sebuah restoran melalui platform tersebut, dengan melakukan pendekatan convenience sampling dan snowball sampling, dan kemudian dilakukan analisis terhadap data dengan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa niat konsumen untuk melakukan penelusuran produk sebuah restoran pada media sosial Instagram dipengaruhi secara positif dan signifikan oleh utilitarian motivation dan keempat dimensi yang membentuknya, yaitu convenience, information availability, product selection, customized advertisement dan juga hedonic motivation serta keempat dimensi yang membentuknya, yaitu trend discovery, socializing, adventure, authority & status. Dimana dari variabel utilitarian motivation, dimensi product selection memiliki pengaruh yang paling besar terhadap niat tersebut. Sedangkan untuk variabel hedonic motivation, dimensi adventure adalah yang memiliki pengaruh yang terbesar. Lebih lanjut, penelusuran produk yang dilakukan oleh pengguna Instagram tersebut berpengaruh secara positif dan signifikan terhadap purchase intention dan word-of-mouth intention.

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ABSTRACT
This thesis examines the important factors that motivate Generation Y consumers to browse the product of a restaurants on Instagram; as well as how the intention to browse the product will affect the purchase intention in the future and in turn lead to exchange or share the product information (word-of-mouth intention) with friends. After conducting a comprehensive literature study and crafting hypothesis, some useful data were obtained from the questionnaires distributed to 223 respondents aged 16-35 years in 2015 (Generation Y) and having Instagram account and have ever browsed the product of a restaurants through the platform, with a convenience sampling and snowball sampling approaches. This followed by an analysis of the data with Structural Equation Modeling (SEM). The research has provided us with an interisting observation whereby the consumer intentions to browse the product of a restaurants on Instagram positively and significantly influenced by utilitarian motivation and its four dimensions, namely convenience, information availability, product selection, customized advertisement and also hedonic motivation as well as its four dimensions, namely trend discovery, socializing, adventure, authority and status. Where for the utilitarian motivation, product selection has the greatest influence on the intention. As for the variable hedonic motivation, adventure has the greatest influence. Furthermore, browsing intention is linked in a significantly positive manner with purchase intention and word-of-mouth intention, This thesis examines the important factors that motivate Generation Y consumers to browse the product of a restaurants on Instagram; as well as how the intention to browse the product will affect the purchase intention in the future and in turn lead to exchange or share the product information (word-of-mouth intention) with friends. After conducting a comprehensive literature study and crafting hypothesis, some useful data were obtained from the questionnaires distributed to 223 respondents aged 16-35 years in 2015 (Generation Y) and having Instagram account and have ever browsed the product of a restaurants through the platform, with a convenience sampling and snowball sampling approaches. This followed by an analysis of the data with Structural Equation Modeling (SEM). The research has provided us with an interisting observation whereby the consumer intentions to browse the product of a restaurants on Instagram positively and significantly influenced by utilitarian motivation and its four dimensions, namely convenience, information availability, product selection, customized advertisement and also hedonic motivation as well as its four dimensions, namely trend discovery, socializing, adventure, authority and status. Where for the utilitarian motivation, product selection has the greatest influence on the intention. As for the variable hedonic motivation, adventure has the greatest influence. Furthermore, browsing intention is linked in a significantly positive manner with purchase intention and word-of-mouth intention]

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Penelitian ini membahas pengaruh penggunaan media sosial Instagram terhadap efektivitas komunikasi Levi's Band Hunt 2018. Penulis menggunakan indikator kemudahan dan kepercayaan pada variabel penggunaan media sosial dan EPIC Model dari AC Nielsen pada variebl efektivitas komunikasi kegiatan ini. Penulis menggunakan metode penelitian analisa regeresi berganda dan ditemukan bahwa pengaruh penggunaan media sosial Instagram terhadap efektivitas komunikasi Levi's Band Hunt 2018, kuat. Sementara, pada efektivitas komunikasi Levi's Band Hunt 2018 itu sendiri, peneliti melalukan perbandingan uji EPIC Model pada band semifinalis dan pendaftar Levi's Band Hunt 2018. Hasil yang didapatkan ialah pada band semifinalis, dimensi impact mendapatkan skor kumulatif tertinggi dan dimensi empathy mendapatkan skor kumulatif terendah. Sedangkan pada band pendaftar, dimensi persuasion mendapatkan skor kumulatif tertingi dan dimensi communication mendapatkan skor kumualtif terendah. Terdapat perbedaan skor kumulatif dimensi tertinggi dan terendah, maka dapat disimpulkan bahwa para responden penelitian ini lebih tertarik pada konten keseluruhan pada akun Instagram Levi's Indonesia. ......This study discusses the influence of social media Instagram usage on the effectiveness of Levi's Band Hunt 2018 communication. The author uses ease of use and trust as the indicators for the variables of social media usage and EPIC Model from AC Nielsen as the measure of variable communication effectiveness. In this study, the author uses multiple regression analysis as the research method and found that the influence of Instagram social media usage on the effectiveness of Levi's Band Hunt 2018 communication was strong. Meanwhile, on the effectiveness of Levi's Band Hunt 2018 communication itself, the author tested the EPIC Model dimensions to respondents consisting of semifinalist bands and bands Levi's Band Hunt 2018 registrars. The results obtained that in the semifinalist bands, the impact dimension got the highest cumulative score and empathy dimensions get the lowest cumulative score. Whereas in the registrant bands, the persuasion dimension got the highest cumulative score and the communication dimension got the lowest cumulative score. There are differences in the highest and lowest dimentions cumulative scores, so it can be concluded that the respondents of this study were more involved in the overall content on Levi's Indonesia Instagram account.

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Tujuan dari penelitian ini adalah untuk mengembangkan alat ukur yang valid dan reliabel untuk menentukan adiksi media sosial siswa SMP, SMA, dan Perguruan Tinggi di Indonesia. Total 512 siswa berpartisipasi dalam penelitian ini, dimana 30 responden diberikan pre-test dan 482 diberikan aplikasi kedua. Penelitian ini berhasil mengidentifikasi tujuh dimensi adiksi media sosial yaitu virtual tolerance, virtual communication, virtual problem, virtual information, control in difficulty, negativeness social relations, dan decrease in function yang diadaptasi dari penelitian Sahin (2018), Sahin dan Yagzi (2017) dan Gokdas dan Kuzucu (2019). Selain itu penelitian ini juga melakukan komparasi untuk melihat apakah terdapat persamaan dan perbedaan adiksi pada media sosial antar kelompok pendidikan. Analisis data yang digunakan adalah Keiser-Meyer Olkin (KMO), Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), uji reliabilitas Cronbach Alpha, dan uji komparasi chi-square menggunakan aplikasi SPSS. Kesimpulannya, alat ukur Skala Adiksi Media Sosial - Versi Indonesia (SMAS-VI) terdiri dari 38 indikator yang terbentuk dalam 7 dimensi menggunakan Skala Likert 5 poin dinyatakan valid dan reliabel untuk mengukur adiksi media sosial. Selain itu hasil analisis menunjukkan bahwa terdapat perbedaan adiksi antar-kelompok pendidikan SMP, SMA, dan Perguruan Tinggi. ......The purpose of this study is to develop a valid and reliable measurement tool to determine the social media addiction of junior high school, senior high school and university students in Indonesia. A total of 512 people participated in this study, of  which 30 student respondents were given the pre-test and 482 were given the second application. This study succeeded in identifying seven dimensions of social media addiction, namely virtual tolerance, virtual communication, virtual problems, virtual information, control in difficulties, negative social relations, and decrease in function which adapted from research by Sahin (2018), Sahin and Yagzi (2017) and Gokdas and Kuzucu (2019). In addition, this study also made comparisons to see whether there were similarities and differences in addiction to social media between educational groups. Data analysis used was Keiser-Meyer Olkin (KMO), Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Cronbach Alpha reliability test, and chi-square comparison test using the SPSS application. In conclusion, the measuring instrument Social Media Addiction Scale - Indonesian Version (SMAS-VI) consists of 38 indicators formed in 7 dimensions using a Likert 5 Points Scale which is stated to be valid and reliable for measuring social media addiction. In addition, the results of the analysis show that there are differences in addiction between junior high school, high school and tertiary educational groups.

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Studi ini bertujuan untuk menganalisis pengaruh social media usage terhadap purchase decision involvement, brand awareness, dan brand image dengan dimediasi oleh EWOM dan trust pada industri rumah subsidi. Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada 200 orang responden. Responden penelitian ini adalah masyarakat Indonesia yang memiliki gaji dibawah delapan juta rupiah perbulan dalam enam bulan terakhir, pernah mengulas atau melihat ulasan mengenai sosial media rumah subsidi dalam enam bulan terakhir, dan tidak sedang bekerja pada agensi pemasaran rumah subsidi. Data dianalisis dengan metode Structural Equation Model (SEM) atau model persamaan struktural dengan menggunakan aplikasi AMOS versi 24. Hasil studi menunjukkan bahwa social media usage memiliki pengaruh terhadap brand image dan brand awareness dengan dimediasi EWOM dan trust. Selain itu hasil penelitian juga menunjukkan bahwa social media usage tidak mempengaruhi purchase decision involvement baik secara langsung maupun dengan dimediasi oleh EWOM dan trust. Penelitian ini berkontribusi dengan membahas industri rumah subsidi sebagai objek penelitian serta mengembangkan model penelitian terdahulu dengan menambahkan brand image, brand awareness, dan pengaruh social media usage pada EWOM. Selain itu penelitian ini juga berkontribusi sebagai alat bantu mengambil keputusan pada komunikasi pemasaran di industri rumah subsidi. ......This study aims to analyze the effect of social media usage on purchase decision involvement, brand awareness, and brand image mediated by EWOM and trust in the subsidized house industry. This research uses quantitative methods by distributing questionnaires to 200 respondents. The respondents of the research are Indonesian people who have a salary of under eight million rupiah per month in the last six months, have reviewed or seen reviews on subsidized housing social media in the last six months, and are not currently working at a subsidized housing marketing agency. Data were analyzed using the Structural Equation Model (SEM) method or structural equation modeling using the AMOS version 24. The study results show that social media usage has an influence on brand image and brand awareness mediated by EWOM and trust. In addition, the research results also indicate that social media usage does not affect purchase decision involvement either directly or mediated by EWOM and trust. This research contributes by discussing the subsidized house industry as a research object and developing previous research model by adding brand image, brand awareness, and the influence of social media usage on EWOM. In addition, this research also contributes as a decision-making tool on marketing communication in the subsidized house industry.

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Penelitian ini membahas mengenai analisis implementasi social network analytics (SONETA) dalam pengawasan kepatuhan pajak social media influencer. Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis implementasi SONETA yang dilakukan oleh Direktorat Jenderal Pajak serta mengetahui keuntungan dan tantangan yang dihadapi dalam pemanfaatan SONETA. Konsep-konsep yang digunakan antara lain konsep implementasi kebijakan, pajak penghasilan, kepatuhan pajak dan konsep social network analysis. Penelitian ini menggunakan pendekatan kualitatif dengan jenis penelitian deskriptif. Hasil dari penelitian ini adalah Direktorat Jenderal Pajak belum dapat mengimplementasikan SONETA dengan baik terutama dalam melakukan pengawasan kepatuhan pajak social media influencer. DJP belum memiliki komunikasi dan koordinasi yang kuat baik secara internal maupun eksternal. Sejauh ini keuntungan yang didapat dengan menggunakan SONETA adalah mempermudah Account Representative dalam melakukan pengawasan. Namun dalam hal ini terdapat hambatan berupa kurangnya sumber daya informasi. Maka dari itu, DJP perlu meningkatkan komunikasi dan koordinasi baik dengan pihak internal yaitu antar direktorat maupun eksternal seperti Badan Kebijakan Fiskal dan pihak ketiga lainnya (ILAP). ......This study discusses the analysis of the implementation of social network analytics (SONETA) in monitoring tax compliance of social media influencers. The purpose of this study is to identify and analyze the implementation of SONETA by the Directorate General of Taxes and to find out the advantages and challenges faced in the use of SONETA. The concepts used include the concept of policy implementation, income tax, tax compliance and the concept of social network analysis. This study uses a qualitative approach with a descriptive type of research. The results of this study are the Directorate General of Taxes has not been able to implement SONETA properly, especially in supervising tax compliance of social media influencers. DGT does not yet have strong communication and coordination both internally and externally. So far, the advantage gained by using SONETA is that it makes it easier for Account Representatives to carry out supervision. However, in this case there are obstacles in the form of lack of information resources. Therefore, DGT needs to improve communication and coordination both with internal parties, namely between directorates and external parties such as the Fiscal Policy Agency and other third parties.

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ABSTRAK Penggunaan internet untuk media sosial semakin bertambah setiap tahunnya baik di seluruh dunia maupun di Indonesia secara khusus. Pertumbuhan tersebut tidak serta merta diiringi oleh pemanfaatannya dalam urusan partisipasi pada layanan yang disediakan oleh pemerintah. Penelitian ini bertujuan untuk mengetahui faktor-faktor apa saja yang memengaruhi niat masyarakat menggunakan Instagram untuk berpartisipasi pada layanan Kemendikbud. Pendekatan yang digunakan adalah dengan menggabungkan dua teori, yaitu Technology Acceptance Model (TAM) dan Uses and Gratifications Theory (UGT). Dari dua teori tersebut ditetapkan delapan variabel penelitian dengan 30 indikator yang disusun dalam kuesioner dan disebarkan kepada 527 responden. Hasil pengisian kuesioner diolah dengan teknik SEM dengan menggunakan bantuan alat SmartPLS3. Hasilnya, lima dari delapan faktor yang diduga berpengaruh, diterima. Sedangkan tiga lainnya ditolak. Lima faktor tersebut adalah persepsi kemudahan penggunaan dan persepsi kemanfaatan yang berpengaruh pada sikap menggunakan Instagram @kemdikbud.ri; sikap dalam menggunakan Instagram, interaksi sosial, dan kebutuhan informasi yang berpengaruh positif terhadap niat menggunakan Instagram untuk berpartisipasi dalam layanan Kemendikbud.

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ABSTRACT The use of the internet for social media is increasing every year both in the world and in Indonesia in particular. This growth is not necessarily accompanied by its use in matters of participation in services provided by the government. This study aims to determine what factors influence people's intention to use Instagram to participate in the Ministry of Education and Culture's services. The approach used is by combining two theories, namely Technology Acceptance Model (TAM) and Uses and Gratification Theory (UGT). Of the two theories, eight research variables were established with 30 indicators compiled in the questionnaire and distributed to 527 respondents. The results of filling out the questionnaire were processed with SEM techniques using the help of the SmartPLS3 tool. The result, five of the eight factors that were thought to be influential, were accepted. While the other three were rejected. These five factors are perceived of ease of use and perceived usefulness that influence the attitude towards using Instagram @kemdikbud.ri; attitude towards using Instagram @kemdikbud.ri, social interaction, and information acquired that have a positive influence on the intention to use Instagram for citizen participation on the Ministry of Education and Culture services.

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Studi literatur mengenai krisis komunikasi terus berkembang. Hal tersebut tidak hanya disebabkan oleh isu-isu di masyarakat, seperti pandemi atau bencana alam. Literatur mengenai krisis komunikasi juga berkembang karena kehadiran dan perkembangan media baru, salah satunya adalah media sosial. Sepanjang satu dekade terakhir, studi ilmiah yang menganalisis praktik terbaik atau implikasi praktik penggunaan media sosial dalam manajemen krisis komunikasi terus berkembang. Makalah ini melakukan kajian literatur terhadap lima belas jurnal pene litian internasional tentang penggunaan media sosial dalam manajemen krisis komunikasi. Hasilnya, ditemukan lima tema utama tentang peran media sosial dalam manajemen krisis komunikasi, yaitu media sosial berbasis teks lebih efektif dalam manajemen krisis komunikasi dibandingkan media sosial berbasis visual, media sosial efektif jika berperan sebagai sarana penyebaran informasi yang cepat dan akurat, media sosial dapat dimanfaatkan sebagai sarana untuk membangun dialog interaktif dengan pemangku kepentingan sosial dapat digunakan untuk melakukan monitoring , media atau pengawasan terhadap opini publik di masa krisis komunikasi, serta penggunaan media sosial harus tetap dilengkapi oleh penggunaan media tradisional dalam manajemen krisis komunikasi. ......Literature studies related to crisis communication continue to grow. The growth is not only caused by the issues within the society, such as pandemics or natural disasters, but als o caused by the presence and development of the new media, one of which is social media. Over the past decade, scientific studies analyzing best practices or practical implications on using social media as a part of communication crisis management have con tinued to evolve. This paper conducts a literature review of fifteen international research journals about the use of social media in crisis communication management. The result shows that there are five main themes regarding the topic, namely textmanagement than visualbased s ocial media is more effective in communication crisis based social media, social media is effective if it is used to disseminate information quickly and accurately, social media can be utilized as a means to build interactive dialogu e with stakeholders, social media can be used to monitor or supervise public opinion in times of communication crisis, and the use of social media must still be complemented by the use of traditional media in crisis communication management.

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Tesis ini membahas tentang dramaturgi dan manajemen impresi yang dilakukan ibu pekerja Public Relations profesional sebagai ibu ideal di media sosial. Penelitian ini merupakan penelitian kualitatif dengan pendekatan interpretatif. Data primer dikumpulkan dari wawancara mendalam. Hasil penelitian menunjukkan ibu pekerja melakukan manajemen impresi pada media sosial. Pilihan konsistensi peran aktor yang dimainkannya dipengaruhi oleh harapan sosial. Manajemen impresi sebagai ibu ideal akan disesuaikan untuk penonton. Manajemen impresi ibu pekerja di media sosial sebagai ibu ideal merupakan kelanjutan pertunjukan dari penampilan panggung di kehidupan nyata yang berjalan tidak memuaskan. Selain itu, lingkungan kerja ibu pekerja turut membentuk impresi yang dilakukannya. ...... The focus of this study is dramaturgy and impression management by professional public relations workers as ideal mothers on social media. This research is a qualitative research with an interpretive approach. Primary data were collected from in-depth interviews. The results showed that working mothers performed impression management on social media. The choice of consistency in the actor's role depends on social expectations. Impression management as an ideal mother will be adjusted for the audience. The management of the impression of working mothers on social media as ideal mothers is a continuation performance of the unsatisfying stage performance in real life. In addition, the working environment formed how working mothers manage their impression.

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This undergraduate textbook adopts the perspective of organizations - not individuals - and clarifies the impact of social media on their different departments or disciplines, while also exploring how organizations use social media to create business value. To do so, the book pursues a uniquely multi-disciplinary approach, embracing IT, marketing, HR and many other fields. Readers will benefit from a comprehensive selection of current topics, including: tools, tactics and strategies for social media, internal and external communication, viral marketing campaigns, social CRM, employer branding, e-recruiting, search engine optimization, social mining, sentiment analysis, crowdfunding, and legal and ethical issues.

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Pada pemilihan Gubernur DKI Jakarta 2017, banyak beredar pesan disinformasi yang isinya bersinggungan antara isu sosial, politik, dan SARA. Salah satu isu yang ramai tersebar adalah migrasi 10 juta penduduk Cina ke Indonesia dan Jakarta Bersyariah. Isu ini kemudian berkembang menjadi wacana publik. Presiden Joko Widodo beserta jajaran kementerian telah berulang kali mengklarifikasi isu tersebut. Namun, masih ada orang yang menganggap bahwa informasi ini benar. Artikel ini mencoba memberikan penjelasan atas fenomena ini dari lensa Encoding/Decoding dan Komunitas Interpretif. Pengumpulan data dilakukan dengan menggunakan teknik wawancara mendalam terhadap lima informan. Hasil penelitian menunjukkan bahwa khalayak menggunakan posisi budaya, sejarah kehidupan, dan komunitas interaktif yang terdiri dari komunitas sosial dan komunitas interpretif sebagai strategi untuk menginterpretasi suatu pesan. Interaksi dengan komunitas interpretif dan komunitas sosial mereka yang terbatas juga menguatkan pemaknaan mereka terhadap isu ini. Hal ini menandakan bahwa teks dalam komunitas virtual tidak lagi dipandang sebagai perpanjangan pesan atau penambahan informasi, namun ditujukan untuk memelihara suatu komunitas di masyarkat dalam waktu yang relatif sementara. ......Around the campaign season of Jakarta Governor 2017 election, several disinformation messages related to social issues, politics, and ethnicity are circulating among communities. One of the most widespread rumor is about the migration of 10 million Chinese citizens to Indonesia and Jakarta Shariah law. This issue then developed into public discourse. President Joko Widodo, as well as well any other related to that disinformation, has repeatedly clarified the issue. However, some group in society assume that this information is correct. This research attempts to provide an explanation for this phenomenon using Encode Decode and Interpretive Communities as conceptual lens. Data collection was done by using in depth interview technique on five informants. The result of this research shows that audiences use cultural positions, life histories, and interactive communities consisting of social communities and interpretive communities as a strategy to interpreting a message. Interaction with their interpretive communities and their limited social community could also strengthen their meaning on this issue. The result of this research also implies that the act of sharing disinformation text is not purely for projecting information but an act of maintaining society in time.