| dc.contributor.advisor | Astuti, Vivien Febri | |
| dc.contributor.author | Harki, Gusvandi | |
| dc.date.accessioned | 2026-07-18T02:45:49Z | |
| dc.date.available | 2026-07-18T02:45:49Z | |
| dc.date.issued | 2026 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/175011 | |
| dc.description.abstract | Transformasi digital menuntut korporasi untuk mengubah pola komunikasi dari searah menjadi interaktif. Penelitian ini bertujuan untuk menganalisis implementasi Instagram sebagai strategi komunikasi korporat PLN Icon Plus dalam membangun brand awareness melalui kerangka kerja The Circular Model of SOME (Luttrell) dan Piramida brand awareness (Aaker). Menggunakan metode kualitatif deskriptif, data dikumpulkan melalui wawancara mendalam dengan Manager Komunikasi Korporat, staf jurnalis, dan desainer visual, serta observasi sistematis pada akun @pln.iconplus. Temuan kunci penelitian ini mengungkap bahwa dalam konteks komunikasi korporat B2B, jumlah tayangan organik (organic views) dinilai lebih signifikan dibandingkan metrik keterlibatan (engagement) konvensional. Kesimpulan ini didasarkan pada data Instagram Insights yang menunjukkan jangkauan pesan strategis yang lebih luas kepada pemangku kepentingan, yang diperkuat oleh justifikasi informan mengenai prioritas diseminasi narasi korporat. Secara teoretis, penelitian ini membuktikan bahwa manajemen media sosial yang disiplin merupakan determinan utama dalam menggerakkan posisi merek menuju top of mind. | |
| dc.description.abstract | Digital transformation demands corporations to shift their communication patterns from one-way dissemination to interactive engagement. This study aims to analyze the implementation of Instagram as a corporate communication strategy by PLN Icon Plus in building brand awareness through the analytical lenses of Luttrell’s The Circular Model of SOME and Aaker’s Brand Awareness Pyramid. Employing a descriptive qualitative method, data were gathered through in-depth interviews with the Corporate Communication Manager, staff journalists, and visual designers, alongside systematic observation of the official @pln.iconplus account. The key finding of this study reveals that within the context of B2B corporate communication, organic views are considered more significant than conventional engagement metrics. This conclusion is supported by Instagram Insights data, which demonstrate a broader reach of strategic messages to stakeholders, further reinforced by informants' justifications regarding the prioritization of corporate narrative dissemination. Theoretically, this study proves that disciplined social media management serves as a primary determinant in elevating brand positioning toward becoming the top of mind. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Implementasi Media Sosial Instagram sebagai Strategi Komunikasi Korporat PLN Icon Plus | id |
| dc.title.alternative | | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | Corporate Communication | id |
| dc.subject.keyword | Instagram | id |
| dc.subject.keyword | Sosial Media | id |
| dc.subject.keyword | Communication Strategy | id |
| dc.subtype | Undergraduate Theses | |
