Aktivitas digital Public Relations 150 Coffee and Garden melalui Instagram: Deskriptif kualitatif pada akun Instagram @150coffeegarden

Widanti, Dinny (2024) Aktivitas digital Public Relations 150 Coffee and Garden melalui Instagram: Deskriptif kualitatif pada akun Instagram @150coffeegarden. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA: Perkembangan media sosial menuntut praktisi public relations untuk memiliki kemampuan lebih dalam mengelola media sosial terkhusus mengelola akun Instagram sebagai media dalam menyajikan informasi, menjalin komunikasi hingga sarana promosi suatu organisasi/lembaga maupun pelaku bisnis. Hal ini yang dilakukan 150 Coffee and Garden sebagai pelaku bisnis yang mengelola Instagram sebagai sarana berbagi informasi, menjalin komunikasi hingga media promosi melalui akun Instagram @150coffeegarden. Penelitian ini bertujuan untuk mengetahui secara menyeluruh pengelolaan digital public relations melalui pengelolaan akun Instagram @150coffeegarden dalam menyajikan informasi, menjalin komunikasi hingga melakukan promosi yang mengacu pada konsep The Circular Model of Some yang dikemukakan oleh Regina Luttrell melalui serangkaian tahapan yakni share (berbagi), optimize (mengoptimalkan), manage (mengelola), dan engage (keterlibatan publik). Penelitian ini dilakukan menggunakan paradigma konstruktivistik dengan pendekatan kualitatif. Metode yang digunakan yakni deskriptif serta teknik pengumpulan data melalui proses observasi, wawancara secara mendalam dan dokumentasi. Hasil penelitian menunjukkan bahwa 150 Coffee and Garden dalam mengelola akun Instagram @150coffeegarden dalam menyajikan informasi, menjalin komunikasi hingga melakukan promosi, dengan menerapkan konsep The Circular Model of Some yang terdiri dari empat tahapan di dalamnya. Pertama, tahap Share menggunakan Instagram sebagai media sosial utama, menyusun konten plan dan jam tayang, hingga mengkategorisasikan konten. Kedua, tahap Optimize menggunakan layanan ads dan pemanfaatan fitur caption Instagram. Ketiga, tahap Manage membangun interaksi dengan audiensnya melalui fitur Instagram, melakukan media monitoring, dan menyusun strategi pengelolaan pada akun Instagram. Keempat, tahap Engage membangun brand trust melalui tim khusus dan melakukan kolaborasi dengan pihak eksternal. Simpulan dari penelitian ini yakni 150 Coffee and Garden secara aktif melakukan kegiatan Pengelolaan Digital Public Relations dengan menerapkan konsep The Circular Model of Some melalui akun Instagram @150coffeegarden. ENGLISH: The development of social media requires public relations practitioners to have more ability in managing social media, especially managing Instagram accounts as a medium in presenting information, establishing communication to promotional facilities for an organization/institution or business actor. This is what 150 Coffee and Garden does as a business actor who manages Instagram as a means of sharing information, establishing communication to promotional media through the Instagram account @150coffeegarden. This research aims to find out thoroughly the management of digital public relations through the management of the @150coffeegarden Instagram account in presenting information, establishing communication to conduct promotions that refer to the concept of The Circular Model of Some proposed by Regina Luttrell through a series of stages namely share, optimize, manage, and engage. This research was conducted using a constructivistic paradigm with a qualitative approach. The method used is descriptive and data collection techniques through observation, in-depth interviews and documentation. The results showed that 150 Coffee and Garden in managing the Instagram account @150coffeegarden in presenting information, establishing communication to carry out promotions, by applying the concept of The Circular Model of Some which consists of four stages in it. First, the Share stage uses Instagram as the main social media, compiling content plans and broadcast hours, to categorize content. Second, the Optimize stage uses ads services and utilizes the Instagram caption feature. Third, the Manage stage builds interaction with its audience through Instagram features, conducts media monitoring, and develops management strategies on Instagram accounts. Fourth, the Engage stage builds brand trust through a special team and collaborates with external parties. The conclusion of this research is that 150 Coffee and Garden actively carries out Digital Public Relations Management activities by applying the concept of The Circular Model of Some through the Instagram account @150coffeegarden.

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