| dc.contributor |
Fakultas Ilmu Komunikasi |
|
| dc.creator |
Yulianti, Dina |
|
| dc.creator |
Zulfebriges, Zulfebriges |
|
| dc.date |
2018-08-09 |
|
| dc.date.accessioned |
2019-09-12T05:43:03Z |
|
| dc.date.available |
2019-09-12T05:43:03Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/12760 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/24253 |
|
| dc.description |
Abstract. Looking at the increasing competition in the business industry, every product and service must have its own strategy to promote products and services. The use of Buzzer is usually used in promotional activities carried out by companies or brands such as bags, shoes and clothes. But now it has expanded to service companies, such as online transportation services and even skin health care clinics.In marketing communication, the use of buzz marketing is a technique of marketing a product or service to produce business through word of mouth (Word of Mouth), but the "mouth" used is "mouth" of people who influence followers on social networks what a buzzer has and being a buzzer not only affects his followers but also has many followers.MD Clinic by Lazeta Skin has its own uniqueness by using Buzzer on Instagram to achieve the desired promotion. MD Clinic by Lazeta Skin located in Bandung is increasingly known by the Indonesian people for having a buzzer that supports the existence of the clinic. This thesis examines how buzzer activity on Instagram promotes MD Clinic by Lazeta Skin. This study uses qualitative methods with a case study approach. In collecting research data, researchers conducted interviews with Buzzer MD Clinic by Lazeta Skin, observation and literature study to get information about activities that have been carried out and help the credibility of research results. The results of this study found that MD Clinic by Lazeta Skin used buzzer to create organic word of mouth. Where everything that has been uploaded by the buzzer naturally without creating a specific format to promote the product can be broadly developed by itself. The use of language and language style by the buzzer is carried out according to the character of each with the contents of the message telling a positive experience when using MD Clinic products and services. Photo and caption content is made in harmony with MD Clinic's promotional efforts. The time criteria used refer to morning, afternoon, night around 7 am, 2 pm and 7 pm, based on the experience and media of their followers. Positive reporting in various media related to the owner of MD Clinic, positive product image and popularity are considered by Buzzer to join MD Clinic's buzz marketing section.Keywords: Buzzer. Word of Mouth, Communication, Marketing, Instagram Abstrak. Melihat pada semakin meningkatnya persaingan dalam industri bisnis, setiap produk dan jasa harus memiliki strategi tersendiri untuk mempromosikan produk dan jasa. Penggunaan Buzzer biasanya digunakan dalam kegiatan promosi yang dilakukan oleh perusahaan atau brand seperti tas, sepatu dan baju. Tetapi saat ini sudah meluas kepada perusahaan jasa, seperti jasa transportasi online bahkan klinik perawatan kesehatan kulit. Dalam komunikasi pemasaran, penggunaan buzz marketing merupakan teknik memasarkan suatu produk atau jasa untuk menghasilkan bisnis melalui informasi dari mulut ke mulut (Word of Mouth), akan tetapi “mulut” yang digunakan adalah “mulut” orang-orang yang berpengaruh terhadap pengikutnya di jejaring sosial yang dimiliki oleh seorang buzzer dan menjadi seorang buzzer bukan hanya berpengaruh terhadap pengikutnya tetapi juga memiliki pengikut yang banyak. MD Clinic by Lazeta Skin memiliki keunikan tersendiri dengan menggunakan Buzzer di Instagram agar mencapai promosi yang diinginkannya. MD Clinic by Lazeta Skin yang berlokasi di Bandung semakin dikenal masyarakat Indonesia karena memiliki buzzer yang menunjang eksistensi dari klinik tersebut. Skripsi ini meneliti bagaimana aktivitas buzzer di Instagram dalam mempromosikan MD Clinic by Lazeta Skin. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Dalam mengumpulkan data penelitian, peneliti melakukan wawancara kepada Buzzer MD Clinic by Lazeta Skin, observasi serta studi kepustakaan untuk mendapatkan informasi mengenai kegiatan yang telah dilakukan serta membantu kredibilitas hasil penelitian Hasil dari penelitian ini menemukan bahwa MD Clinic by Lazeta Skin menggunakan buzzer untuk menciptakan organic word of mouth. Dimana segala sesuatu yang telah diunggah oleh buzzer secara natural tanpa dibuat format khusus untuk mempromosikan produk dapat secara luas berkembang secara sendirinya. Penggunaan bahasa dan gaya bahasa oleh buzzer dilakukan sesuai dengan karakternya masing-masing dengan isi pesan menceritakan pengalaman positif saat menggunakan produk dan layanan MD Clinic. Konten foto dan caption dibuat selaras dalam upaya promosi MD Clinic. Kriteria waktu yang digunakan mengacu pada jam pagi, siang, malam sekitar pukul 7 pagi, 2 siang, dan 7 malam, didasari dari pengalaman dan media habbit followers mereka. Pemberitaan positif di berbagai media terkait pemilik MD Clinic, citra produk positif serta popularitas menjadi pertimbangan buzzer untuk bergabung dalam bagian buzz marketing MD Clinic.Kata Kunci: Buzzer, Word of Mouth, Komunikasi, Pemasaran, Instagram |
|
| dc.format |
application/pdf |
|
| dc.language |
eng |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/12760/pdf |
|
| dc.rights |
Copyright (c) 2018 Prosiding Manajemen Komunikasi |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 4, No 2, Prosiding Manajemen Komunikasi (Agustus, 2018); 772-777 |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 4, No 2, Prosiding Manajemen Komunikasi (Agustus, 2018); 772-777 |
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| dc.source |
2460-6537 |
|
| dc.subject |
Manajemen Komunikasi |
|
| dc.subject |
Buzzer, Word of Mouth, Komunikasi, Pemasaran, Instagram. |
|
| dc.title |
Aktivitas Buzzer di Instagram dalam Promosi MD Clinic |
|
| dc.type |
info:eu-repo/semantics/article |
|
| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
|
| dc.type |
Kualitatif |
|