Peran Public Relations melalui Media Sosial Instagram dalam Membentuk Citra pada PT Flip
Keywords:
Peran Public Relations, Media Sosial, Citra Perusahaan
Abstract
Abstract. Along with the development of advances in communication technology and increasing Internet users, companies are interested in creating innovative products in the form of mobile application-based financial technology applications, one of which is the Flip mobile application. This application offers features that can be used for payment transactions and money transfers between bank accounts. This study aims to determine the role of Public Relations through social media in shaping the image of PT Flip. This research uses a qualitative approach with a constructivism paradigm. The research data was obtained through in-depth interviews and secondary data using books, journals, websites and documentation. Qualitative research data analysis using categorization method. The research findings show that the role of Public Relations in shaping the image of PT Flip is to disseminate messages tailored to customers and online audiences, provide online entertainment and experiences to online audiences, collect valuable information related to public opinion.
Abstrak. Seiring semakin berkembangnya kemajuan teknologi komunikasi dan meningkatnya pengguna Internet membuat perusahaan tertarik menciptakan produk inovatif berupa aplikasi financial technology berbasis aplikasi mobile, yang salah satunya aplikasi mobile Flip. Aplikasi ini menawarkan fitur-fitur yang dapat dipergunakan untuk bertransaksi pembayaran maupun transfer uang antar rekening bank. Penelitian ini bertujuan untuk mengetahui peran Public Relations melalui media sosial dalam membentuk citra PT Flip. Penelitian menggunakan pendekatan kualitatif dengan paradigmanya konstruktivisme. Data penelitian diperoleh melalui wawancara mendalam dan data sekunder menggunakan sumber buku, jurnal, website, dan dokumentasi. Analisis data penelitian kualitatif menggunakan metode pengkategorian. Hasil temuan penelitian diketahui bahwa peran Public Relations dalam membentuk citra PT Flip yakni melakukan penyebaran pesan yang disesuaikan dengan pelanggan dan khalayak online, memberikan hiburan dan pengalaman online kepada khalayak online, mengumpulkan informasi berharga terkait opini publik.
References
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[2] Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/10.1108/APJML-10-2015-0154;
[3] Curtis, L., Edwards, C., Fraser, K. L., Gudelsky, S., Holmquist, J., Thornton, K., & Sweetser, K. D. (2017). Adoption of social media for public relations by nonprofit organizations. Public Relations Review, 36(1), 90–92. https://doi.org/10.1016/j.pubrev.2009.10.003;
[4] Alhabash, S., & Ma, M. (2017). A Tale of Four Platforms: Motivations and Uses of Facebook, Twitter, Instagram, and Snapchat Among College Students? Social Media and Society, 3(1). https://doi.org/10.1177/2056305117691544;
[5] Tampilan Akun Instagram Flip. (2023). Retrieved from https://www.instagram.com/flip_id;
[6] Profil Perusahaan PT Flip Lentera Indonesia. (2023). Retrieved from https://fintech.id/id/member/detail/641;
[7] Flip. (2015). Tentang Flip;
[8] Instagram users in Indonesia. (2022). Retrieved September 22, 2022, from napoleoncat.com website: https://napoleoncat.com/stats/instagram-users-in-indonesia/2022/08/;
[9] Lee, B. K. (2016). Corporate image examined in a chinese-based context: A study of a young educated public in hong kong. International Journal of Phytoremediation, 21(1), 1–34. https://doi.org/10.1207/s1532754xjprr1601_1;
[10] Mainardes, E. W., Melo, R. F. S. de, & Moreira, N. C. (2021). Effects of airport service quality on the corporate image of airports. Research in Transportation Business and Management, 41, 1–11. https://doi.org/10.1016/j.rtbm.2021.100668;
[12] Vilosep, P. A., Sadono, T. P., & Rusmana, D. S. A. (2020). Pemanfaatan Digital Public Relations Melalui Instagram Dalam Membangun Citra Brand Home. 1–9;
[13] Nurullita, V. (2019). Pemanfaatan Media Sosial Twitter @Metrotvtoday Dalam Membangun Engagement Dengan Pemirsa Program “Prime Talk” Di Metro Tv. Inter Community: Journal of Communication Empowerment, 1(1). https://doi.org/10.33376/ic.v1i1.357;
[14] Smith, R. (2013). Public Relations: The Basics. London: Taylor and Francis;
[15] Khoriroh, N. (2016). Laporan ini disusun sebagai bahan pertanggungjawaban pelaksanan Praktik Pengalaman Lapangan (PPL) 15 Juli 2016 sampai dengan 15 September 2016;
[16] Valentini, C. (2015). Is using social media “good” for the public relations profession? A critical reflection. Public Relations Review, 41(2), 170–177. https://doi.org/10.1016/j.pubrev.2014.11.009;
[17] Truong, Y., & Simmons, G. (2010). Perceived intrusiveness in digital advertising: Strategic marketing implications. Journal of Strategic Marketing, 18(3), 239–256. https://doi.org/10.1080/09652540903511308;
[18] Waqas, M., Salleh, N. A. M., & Hamzah, Z. L. (2021). Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation. Journal of Interactive Marketing, 56, 106–120. https://doi.org/10.1016/j.intmar.2021.07.001;
[19] Jeong, M., & Shin, H. H. (2020). Tourists’ Experiences with Smart Tourism Technology at Smart Destinations and Their Behavior Intentions. Journal of Travel Research, 59(8), 1464–1477. https://doi.org/10.1177/0047287519883034;
[20] Bei, L. T., Chen, E. Y. I., & Widdows, R. (2004). Consumers’ online information search behavior and the phenomenon of search vs. experience products. Journal of Family and Economic Issues, 25(4 SPEC.ISS.), 449–467. https://doi.org/10.1007/s10834-004-5490-0;
[21] Men, L. R., & Tsai, W. H. S. (2013). Beyond liking or following: Understanding public engagement on social networking sites in China. Public Relations Review, 39(1), 13–22. https://doi.org/10.1016/j.pubrev.2012.09.013;
[22] Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of Advertising in Social Networking Sites: The Teenage Perspective. Journal of Interactive Advertising, 10(2), 16–27. https://doi.org/10.1080/15252019.2010.10722167;
[23] Avery, E., Lariscy, R., Amador, E., Ickowitz, T., Primm, C., & Taylor, A. (2010). Diffusion of social media among public relations practitioners in health departments across various community population sizes. Journal of Public Relations Research, 22(3), 336–358. https://doi.org/10.1080/10627261003614427;
[24] Sazali, H., & Sukriah, A. (2021). Pemanfaatan Media Sosial (Instagram) oleh Humas Smau CT Foundation sebagai Media Informasi dan Publikasi dalam Meningkatkan Citra Lembaga Pendidikan. Jurnal Ilmu Komunikasi, 10(2), 147–160;
[25] Cangara, H. (2017). Pengantar Ilmu Komunikasi. Jakarta: Raja Grafindo Persada;
[26] Kustiawan, W., Siregar, K., Alwiyah, S., Lubis, R. A., Fatma, Z., Gaja, S., & Pakpahan, N. (2022). Komunikasi Massa. Journal Analytica Islamica, 11(1), 1–9;
[27] Mccoy, M., & Hargie, O. (2003). Implications of mass communication theory for asymmetric public relations evaluation. Journal of Communication Management, 7(4), 304–316. https://doi.org/10.1108/13632540310807449;
[28] Hill, C. A., Dean, E., & Murphy, J. (2014). Social media, sociality, and survey research. Hoboken, New Jersey: JohnWiley & Sons, Inc;
[29] Papasolomou, I., & Melanthiou, Y. (2012). Social Media: Marketing Public Relations’ New Best Friend. Journal of Promotion Management, 18(3), 319–328. https://doi.org/10.1080/10496491.2012.696458;
[30] Chen, T. C. M. T. Y., & Chen, T. (2016). A user’s personality prediction approach by mining network interaction behaviors on Facebook. Online Information Review, 40(7), 913–937. https://doi.org/10.1108/OIR-08-2015-0267;
[31] Kennedy, A. K., & Sommerfeldt, E. J. (2015). A Postmodern Turn for Social Media Research: Theory and Research Directions for Public Relations Scholarship. Atlantic Journal of Communication, 23(1), 31–45. https://doi.org/10.1080/15456870.2015.972406;
[32] Kelleher, T., & Sweetser, K. (2012). Social Media Adoption Among University Communicators. Journal of Public Relations Research, 24(2), 105–122. https://doi.org/10.1080/1062726X.2012.626130;
[33] Sweetser, K. D., & Lariscy, R. W. (2008). Candidates Make Good Friends: An Analysis of Candidates’ Uses of Facebook. International Journal of Strategic Communication, 2(3), 175–198. https://doi.org/10.1080/15531180802178687;
[34] Wilson, B. D., & Supa, D. W. (2012). Modern Media Relations : The Effects of Twitter on the Public Relations Practitioner – Journalist Relationship. 7(July), 1–20;
[35] Beig, F. A., & Khan, M. F. (2018). Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook. Vision, 22(3), 264–275. https://doi.org/10.1177/0972262918785962;
[36] Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019). A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81(January 2018), 169–179. https://doi.org/10.1016/j.indmarman.2018.01.001;
[37] Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), 31–53. https://doi.org/10.1108/JRIM-02-2014-0007;
[38] Sloan, L., & Quan-Haase, A. (2017). The SAGE Handbook of Social Media Research Methods. London: Sage Publications India Pvt Ltd;
[39] Kim, D. H., Seely, N. K., & Jung, J. H. (2017). Do you prefer, Pinterest or Instagram? The role of image-sharing SNSs and self-monitoring in enhancing ad effectiveness. Computers in Human Behavior, 70, 535–543. https://doi.org/10.1016/j.chb.2017.01.022;
[40] Pew Center Research Group. Pinterest and Instagram Usage Doubles Since 2012, Growth on Other Platforms Slower 2015. https://www.pewresearch.org/internet/2015/08/19/mobile-messaging-and-social-media-2015-main-findings/2015-08-19_social-media-update_a_03/ (accessed September 12, 2023);
[40] Sheldon, P., & Bryant, K. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89–97. https://doi.org/10.1016/j.chb.2015.12.059;
[41] Chakraborty, U., & Biswal, S. K. (2020). Impact of Online Reviews on Consumer’s Hotel Booking Intentions: Does Brand Image Mediate? Journal of Promotion Management, 26(7), 943–963. https://doi.org/10.1080/10496491.2020.1746465;
[42] Koubaa Y. Country of origin, brand image perception, and brand image structure. Asia Pacific J Mark Logist 2008;20:139–55. https://doi.org/10.1108/13555850810864524;
[43] Trivedi, J. (2020). Effect of corporate image of the sponsor on brand love and purchase intentions: The moderating role of sports involvement. Journal of Global Scholars of Marketing Science, 30(2), 188–209. https://doi.org/10.1080/21639159.2020.1717978;
[44] Lee, J., & Lee, Y. (2018). Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image. Journal of Fashion Marketing and Management, 22(3), 387–403. https://doi.org/10.1108/JFMM-08-2017-0087;
[45] Zhang, J., He, X., Zhou, C., & van Gorp, D. (2019). Antecedents of corporate image: The case of Chinese multinational enterprises in the Netherlands. Journal of Business Research, 101(August 2018), 389–401. https://doi.org/10.1016/j.jbusres.2019.04.041;
[46] Fauzana, R., & Madiawati, P. N. (2020). Pengaruh Kualitas Layanan dan Citra Perusahaan Terhadap Loyalitas Konsumen Lion Air di Kota Bandung Dengan Kepuasan Sebagai Variabel Intervening. Suparyanto Dan Rosad (2015, 5(3), 248–253;
[47] Kriyantono, R. (2014). Teknik Praktis Riset Komunikasi Disertai contoh praktis riset media, public relations, advertising, komunikasi organisasi, komunikasi pemasaran. Jakarta: Prenada Media Kencana. (8);
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Published
2023-10-27
Section
Articles
