Kegiatan media monitoring pada media online : Studi deskriptif kualitatif pada Weber Shandwick Indonesia terhadap brand SK-II

Nurhaliza, Tiara (2025) Kegiatan media monitoring pada media online : Studi deskriptif kualitatif pada Weber Shandwick Indonesia terhadap brand SK-II. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA : Weber Shandwick Indonesia merupakan agensi konsultan Public Relations yang berdiri sejak 2003 dan merupakan anak perusahaan Interpublic Group (IPG), hasil penggabungan antara Weber Group, Shandwick International, dan BSMG (Bozell Sawyer Miller Group). Weber Shandwick Indonesia melakukan kegiatan media monitoring pada media online untuk menganalisis pemberitaan terkait kliennya, brand SK-II. Media monitoring bertujuan menjaga dan melindungi citra serta reputasi perusahaan atau klien. Humas Weber Shandwick Indonesia membantu mempertahankan citra brand SK-II dengan memantau, mengawasi, dan menilai pemberitaan di media online, serta mengevaluasi persepsi publik dan media. Penelitian ini bertujuan untuk mengkaji bagaimana kegiatan media monitoring yang dilakukan oleh Humas Weber Shandwick Indonesia terhadap brand SK-II melalui media online, dengan menggunakan konsep Tahapan Media Monitoring yang dikemukakan oleh Iswandi Syahputra, yang mencakup tiga indikator, yaitu: Tahap Data Mining, Tahap Penglahan Data, serta Tahap Analisis dan Pelaporan. Penelitian ini menggunakan paradigma konstruktivisme dan pendekatan kualitatif. Metode yang diterapkan adalah deskriptif kualitatif, dengan mengumpulkan data primer dan sekunder melalui teknik pengumpulan data berupa observasi, wawancara mendalam dan studi dokumentasi. Hasil penelitian menunjukkan bahwa kegiatan media monitoring yang dilakukan oleh Weber Shandwick Indonesia terhadap brand SK-II mencakup tiga indikator: tahap data mining, tahap pengolahan data, dan tahap analisis dan pelaporan. Tahap Data Mining meliputi penentuan kata kunci sesuai dengan nama perusahaan, produk yang dirilis, atau kegiatan kampanye yang sedang berlangsung dan pencarian data melalui media online, baik menggunakan search engine ataupun media sosial seperti Instagram, Tiktok, maupun Twitter (X). Selanjutnya, tahap pengolahan data yang terdiri dari kategorisasi data media monitoring dan penentuan tonalitas berita. Data yang telah dihimpun akan dikategorisasi serta ditentukan tonalitas citra terhadap pandangan publik, baik positif, negatif, maupun netral. Tahap terakhir yaitu analisis dan pelaporan, mencakup analisis hasil data media monitoring serta pelaporan data media monitoring. Analisis yang dilakukan oleh Weber Shandwick Indonesia akan dihimpun dengan analisis dari pasar-pasar lain terhadap brand yang sama, sebelum diserahkan kepada klien. Berdasarkan hasil penelitian, dapat disimpulkan bahwa Humas Weber Shandwick Indonesia telah melaksanakan kegiatan media monitoring terhadap kliennya, yaitu brand SK-II, dengan baik, dan hal tersebut telah dilakukan sesuai dengan Konsep Tahapan Media Monitoring. ENGLISH : Weber Shandwick Indonesia is a Public Relations consulting agency established in 2003 and is a subsidiary of Interpublic Group (IPG), the result of a merger between Weber Group, Shandwick International, and BSMG (Bozell Sawyer Miller Group). Weber Shandwick Indonesia conducts media monitoring activities on online media to analyze news related to its client, the SK-II brand. Media monitoring aims to maintain and protect the image and reputation of the company or client. Weber Shandwick Indonesia's PR helps maintain SK-II's brand image by monitoring, supervising, and assessing online media coverage, as well as evaluating public and media perceptions. This research aims to examine how media monitoring activities are carried out by Weber Shandwick Indonesia on the Sk-II brand through online media, using the Concept of Media Monitoring Stages proposed by Iswandi Syahputra, which includes three indicators, namely: Data Mining Stage, Data Processing Stage, and Analysis and Reporting Stage. This research uses the constructivism paradigm and a qualitative approach. The method applied is descriptive qualitative, by collecting primary and secondary data through data collection techniques in the form of observation, in-depth interviews and documentation studies. The research results indicate that the media monitoring activities conducted by Weber Shandwick Indonesia for the SK-II brand encompass three indicators: data mining stage, data processing stage, and analysis and reporting stage. Data mining stage includes determining keywords according to the company name, released products, or ongoing campaign activities, and searching for data through online media, both using search engines and social media such as Instagram, TikTok, and Twitter (X). Furthermore, data processing stage consists of categorizing media monitoring data and determining news tonality. The collected data will be categorized and the image tonality towards public views will be determined, whether positive, negative, or neutral. Last one, analysis and reporting, includes analyzing the results of media monitoring data and reporting media monitoring data. The analysis conducted by Weber Shandwick Indonesia will be compiled with analyses from other markets for the same brand, before being submitted to the client. Based on the research results, it can be concluded that Weber Shandwick Indonesia's Public Relations has carried out media monitoring activities for its client, the SK-II brand, well, and this has been done in accordance with the Media Monitoring Stage Concepts.

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