Elmardianti, Trindy (2022) Perancangan Konten Media Sosial Instagram Bagi Midtown Residence Surabaya Di Masa Pandemi Covid-19. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Pandemi COVID-19 dan penerapan PPKM Level di Indonesia, terutama Surabaya membawa dampak multi sektor, khususnya akomodasi perhotelan. Industri perhotelan Indonesia mengalami penurunan occupancy rate yang sangat drastis hingga mencapai 12%. Selain itu, akibat dari penerapan PPKM Level yang berkepanjangan, membuat intensitas penggunaan internet dan media sosial semakin tinggi. Fenomena tersebut bisa digunakan Midtown Residence Surabaya untuk meningkatkan tingkat hunian kamarnya. Engagement rate media sosial Instagram Midtown Residence Surabaya yang rendah, mendorong peneliti untuk merancang konten media sosial Instagram dengan pendekatan design thinking dengan potential users. Hal tersebut sebagai upaya perancangan media sosial berupa feeds Instagram. Proses perancangan yang melibatkan potential users media sosial Instagram Midtown Residence
Surabaya dan pemangku kepentingan Hotel tersebut ini akan menghasilkan satu luaran yaitu feeds Instagram sejumlah empat unggahan. Empat unggahan ini mempunyai tema “Holiday
Vibes” dengan headline berjudul “Joyful Christmas”, “Dinner, Relax and Celebrate”, “Happy Prosperous Lunar New Year”, dan “Isra Mi’raj”.
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The COVID-19 pandemic and the implementation of the PPKM Level in Indonesia, especially Surabaya, have had a multi-sector impact, especially hotel accommodation. The Indonesian hotel industry experienced a drastic decline in the occupancy rate of up to 12%. In addition, as a result of the prolonged application of PPKM Level, the intensity of internet and social media use is getting higher. This phenomenon can be used by Midtown Residence Surabaya to increase the room occupancy rate. Midtown Residence Surabaya's low social media engagement rate encourages researchers to design Instagram social media content with a design thinking approach with potential users. This is an effort to design social media in the form of Instagram feeds. The design process, which involves potential users of Instagram Midtown Residence Surabaya social media and stakeholders of the hotel, will produce one output, namely Instagram feeds of four contents. These four uploads have the theme "Holiday Vibes" with the headlines "Joyful Christmas", "Dinner, Relax and Celebrate", “Happy Prosperous Lunar New Year”, and “Isra Mi’raj”.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | branding, design thinking, feeds, media sosial branding, design thinking, feeds, social media |
| Subjects: | H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Trindy Elmardianti |
| Date Deposited: | 09 Feb 2022 02:09 |
| Last Modified: | 09 Feb 2022 02:09 |
| URI: | http://repository.its.ac.id/id/eprint/93144 |
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