Perancangan Sistem Manajemen Media Sosial untuk Integrated Marketing Communication Kantin Pusat ITS sebagai Zona KHAS

Hermawan, Adriani (2022) Perancangan Sistem Manajemen Media Sosial untuk Integrated Marketing Communication Kantin Pusat ITS sebagai Zona KHAS. Other thesis, Institut Teknologi Sepuluh Nopember.

Text 09111940000005-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2025. Download (9MB) | Request a copy

Abstract

Adanya potensi penggunaan media sosial dapat menjadi momentum tepat bagi Kantin Pusat ITS untuk meningkatkan brand awareness unit usahanya sebagai Zona KHAS Indonesia. Zona KHAS merupakan singkatan dari Zona Kuliner, Halal, Aman dan Sehat. Selain itu, Kantin Pusat ITS memiliki keunggulan yang dapat ditonjolkan melalui media sosial berupa komitmennya dalam memastikan kebersihan, higiene, dan kehalalan layanan kulinernya. Akan tetapi, Kantin Pusat ITS masih belum memiliki media sosial eksklusif. Berdasarkan potensi dan kebutuhan media sosial Kantin Pusat ITS, terdapat urgensi dalam penyusunan panduan sistem manajemen media sosial Kantin Pusat ITS. Penelitian ini akan menghasilkan Social Media Management Guidelines Book yang terdiri atas lima luaran. Perancangan luaran penelitian ini menggunakan metode kualitatif yang didukung software NVivo 12 Plus dalam proses data reduction sebelum mengambil kesimpulan-kesimpulan, serta melibatkan perspektif dari pemangku kepentingan, potential users, dan expert. Platform media sosial teridentifikasi dalam rancangan ini adalah Instagram. Luaran kedua, brand blueprint terdiri atas visi misi, brand persona, unique selling point, serta communicative strategy. Luaran ketiga, design SOP dihasilkan untuk membantu aplikasi penggunaan logo, warna, dan brand assets lain pada platform Instagram. Luaran keempat, content guidelines divisualisasikan dalam bentuk prototype dari ide konten. Luaran kelima merupakan rekomendasi tiga posisi yang krusial bagi tim manajemen media sosial.
==============================================================================================================================
The potential use of social media can be the right momentum for the ITS Central Canteen to increase brand awareness of its business units as the Indonesian KHAS Zone. KHAS Zone stands for Culinary Zone, Halal, Safe and Healthy. In addition, the ITS Central Canteen has advantages that can be highlighted through social media in the form of its commitment to ensuring cleanliness, hygiene, and the halal aspect of its culinary services. However, the ITS Central Canteen still does not have exclusive social media. Based on the potential and needs of the ITS Central Canteen social media, there is an urgency in preparing guidelines for the ITS Central Canteen social media management system. This research will produce a Social Media Management Guidelines Book which consists of five outputs. The output design of this study uses a qualitative method supported by the NVivo 12 Plus software in the data reduction process before drawing conclusions, and involves the perspectives of stakeholders, potential users and experts. The identified social media platform in this design is Instagram. The second output, the brand blueprint consists of vision and mission, brand persona, unique selling point, and communicative strategy. The third output, the SOP design is produced to help applications use logos, colors, and other brand assets on the Instagram platform. The fourth output, content guidelines are visualized in the form of a prototype of the content idea. The fifth output is a recommendation for three positions that are crucial for the social media management team.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand Awareness, Kantin Pusat ITS, Manajemen Media Sosial, Unit Usaha, Zona KHAS Indonesia, ITS Central Canteen, Social Media Management, Business Units, KHAS Indonesia Zone
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Adriani Hermawan
Date Deposited:	06 Feb 2023 05:58
Last Modified:	06 Feb 2023 05:58
URI:	http://repository.its.ac.id/id/eprint/96262

Actions (login required)

View Item