PERAN ANGGOTA KOMUNITAS KONSUMEN DI MEDIA SOSIAL DALAM KETERLIBATAN KONSUMEN PADA AKUN INSTAGRAM @SOMETHINCTOWN

Devina Dwi Yanandra, . (2024) PERAN ANGGOTA KOMUNITAS KONSUMEN DI MEDIA SOSIAL DALAM KETERLIBATAN KONSUMEN PADA AKUN INSTAGRAM @SOMETHINCTOWN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

[img] Text
ABSTRAK.pdf
Download (16kB)
[img] Text
AWAL.pdf
Download (1MB)
[img] Text
BAB 1.pdf
Restricted to Repository UPNVJ Only
Download (354kB)
[img] Text
BAB 2.pdf
Restricted to Repository UPNVJ Only
Download (390kB)
[img] Text
BAB 3.pdf
Restricted to Repository UPNVJ Only
Download (191kB)
[img] Text
BAB 4.pdf
Restricted to Repository UPNVJ Only
Download (1MB)
[img] Text
BAB 5.pdf
Download (73kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (201kB)
[img] Text
RIWAYAT HIDUP.pdf
Restricted to Repository UPNVJ Only
Download (86kB)
[img] Text
LAMPIRAN.pdf
Restricted to Repository UPNVJ Only
Download (1MB)
[img] Text
HASIL PLAGIARISME.pdf
Restricted to Repository staff only
Download (24MB)
[img] Text
ARTIKEL KI.pdf
Restricted to Repository staff only
Download (393kB)

Abstract

The Somethinc Town consumer community is a forum for Somethinc brand lovers & beauty enthusiasts to develop further with Somethinc by the community on social media, especially on Instagram. Somethinc Town tends to be active on Instagram but has shown a low engagement rate and a decline in the number of comments in recent months. This research aims to determine the role of Somethinc Town consumer community members and Staff in Somethinc consumer engagement which is linked to social exchange theory (the main elements are reward, cost, and profit), as well as supporting and inhibiting factors of Somethinc Town community relationships. This research uses descriptive qualitative methods with data collection techniques through interviews, documentation, and non-participant observation which are analyzed using the Miles & Huberman interactive model (data collection, reduction, presentation, and verification). This research shows that Somethinc Town members and the staff tend to interact on Instagram through the Instagram feature actively. The Staff of Somethinc Town actively creates content on Instagram @Somethinctown and creates interactions from that content. Members tend to actively interact with fellow members and Somethinc Town's Staff and actively share Somethinc product info on their personal Instagram. The relationship between members and Somethinc Town's Staff has a main supporting factor for communication and an inhibiting factor is distance which results in obstacles to maximum interaction between fellow members or with Somethinc Town's Staff. The role of consumer community members on Instagram @Somethinctown has a relationship with consumer engagement from Somethinc, which is interactions that occur on personal Instagram or @Somethinctown can be profitable in terms of promotion for Somethinc Town and Somethinc. The cycle of interaction that occurs between members and the Somehinc Town consumer community is related to elements of social exchange theory.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010411114] [Pembimbing: Damayanti] [Penguji 1: Ana Kuswanti] [Penguji 2: Windhiadi Yoga Sembada]
Uncontrolled Keywords: Community, consumer, consumer engagement, Instagram, marketing
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HT Communities. Classes. Races
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: DEVINA DWI YANANDRA
Date Deposited: 30 Aug 2024 08:35
Last Modified: 30 Aug 2024 08:35
URI: http://repository.upnvj.ac.id/id/eprint/30794

Actions (login required)

View Item View Item