STRATEGI PUBLIC RELATIONS DALAM MEMBANGUN CITRA APLIKASI BIBIT SEBAGAI MEDIA BARU INVESTASI PILIHAN GENERASI MILENIAL

Fiorentina Novelia Goretty, . (2024) STRATEGI PUBLIC RELATIONS DALAM MEMBANGUN CITRA APLIKASI BIBIT SEBAGAI MEDIA BARU INVESTASI PILIHAN GENERASI MILENIAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is driven by the high number of millennials compared to the total population today, the large number of competitors in the form of digital investment applications, and the rapid development of technology. The aim of this research is to find out how the steps of implementation of public relations strategies in building an image of the seed application as a new medium of millennial generation choice investment. The theory used in this study is the four-step model of public relations. This theory explains that there are four steps that public relations take to carry out its activities, namely research, planning, implementation, and evaluation. This type of research is qualitative descriptive that explains what is being studied in a comprehensive, extensive, and in-depth manner. The data collection technique is conducted through an independently led interview, in which the author prepares the question points to be submitted then the informant is allowed to provide information in any form as long as it relates to the context that has been prepared. Thus the information obtained can answer questions from the research. The results of this study explain that public relations Bibit runs the strategy through the same phases as the four-step model theory. The next phase is planning where Bibit begins to determine who will be brand ambassadors as well as the parties to be invited to cooperate with Bibit and expand the promotion of Bibit through social media to reach the millennial generation. The third stage is the implementation of the strategy carried out by Bibit that is to engage various parties, both private and national, make Jerome Polin and Deddy Corbuzier as brand Ambassadors Bibit, and use social media such as Instagram and YouTube to create promotional content with the aim of educating and creating millennials who have a consciousness to invest. The final stage is the evaluation, the stage where Bibit sees and evaluates how effective the strategy has been implemented. The strategy that Bibit is implementing can be said to be successful because it can be seen from the increased users of the Bibit application with the millennial generation background. Keywords: Bibit Applications, Image, Millennials, Investment, New Media, Public Relations Strategy

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 1910411250] [Pembimbing: Yani Hendrayani] [Penguji 1: Aan Setiadarma] [Penguji 2: Ratu Nadya W]
Uncontrolled Keywords:	Bibit Applications, Image, Millennials, Investment, New Media, Public Relations Strategy
Subjects:	H Social Sciences > H Social Sciences (General)
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:	FIORENTINA NOVELIA GORETTY
Date Deposited:	30 Sep 2024 07:21
Last Modified:	30 Sep 2024 07:21
URI:	http://repository.upnvj.ac.id/id/eprint/33256

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