GABRIEL ABEL KRISTIANTO, . (2024) STUDI NETNOGRAFI PADA AKUN MEDIA SOSIAL TIKTOK @BANKMEGA DALAM MENINGKATKAN KESADARAN MEREK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The development of social media has evolved from being merely a platform for interaction to one that can be used to enhance brand awareness for Bank Mega. This potential has been utilized by Bank Mega through their TikTok account. This research aims to investigate how Bank Mega increases its brand awareness through the TikTok social media platform, employing qualitative netnographic research (Kozinets, 2010). The study will follow six stages: Coding, Noting, Abstraction, Verification and Refinement, Generalization, and Theory Development. The data sources will include interviews with followers who commented after viewing the content shared by Bank Mega, as well as with content creators. The researcher will interview five followers who have interacted with Bank Mega's content. The results of this study indicate that humorous content shared on TikTok can effectively help a brand enhance its brand awareness.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [Nomor Panggil: 2010411262] [Pembimbing: Firdaus Noor, M.I.Kom., M.Sn] [Penguji 1: Dr. Kusumajanti, S.Sos., M.Si.] [Penguji 2: Dede Suprayitno, M.I.Kom.] |
| Uncontrolled Keywords: | Brand Awareness, Social Media, TikTok, Netnography, Bank Mega |
| 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: | GABRIEL ABEL KRISTIANTO |
| Date Deposited: | 24 Mar 2025 13:31 |
| Last Modified: | 25 Mar 2025 01:27 |
| URI: | http://repository.upnvj.ac.id/id/eprint/36530 |
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