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Journal : Jurnal Komunikasi Global

Digital Storytelling Home of Humans di Instagram Saudah Saudah; Ana Mariani; Putri Agna Amalia
Jurnal Komunikasi Global Vol 11, No 1 (2022)
Publisher : Program Studi Ilmu Komunikasi FISIP Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (858.751 KB) | DOI: 10.24815/jkg.v11i1.25044

Abstract

Home of Humans merupakan brand lokal baru dengan fokus produksi pada home fragrance. Dalam memasarkan produk dan menjalin hubungan serta komunikasi dengan pelanggan maupun calon pelanggan, Home of Humans menerapkan strategi humas pemasaran melalui Instagram dalam upaya meningkatkan customer engagement. Tujuan penelitian ini untuk mengetahui dan menjelaskan digital storytelling Home of Humans di Instagram untuk meningkatkan customer engagement ditinjau dari teori four steps public relations. Penelitian ini adalah penelitian kualitatif dengan pendekatan deskriptif. Metode pengumpulan data berupa wawancara dan analisis konten. Narasumber dalam penelitian ini ialah Managing Director, Social Media Specialist, dan Copywriter dari Home of Humans. Hasil penelitian menunjukkan bahwa digital storytelling sebagai salah satu bentuk strategi humas pemasaran yang diimplementasikan Home of Humans melalui Instagram dapat meningkatkan customers engagement. Dalam mengimplementasikan strategi marketing public relation, Home of Humans sangat berpedoman pada proses RPIE (Research, Planning, Implementation, dan Evaluation).Home of Humans is a new local brand focusing on home fragrance production. In marketing products and establishing relationships and communication with customers and potential customers, Home of Humans implements a marketing public relations strategy through Instagram to increase customer engagement. This study aims to identify and explain digital storytelling conducted by Home of Humans on Instagram to increase customer engagement based on four steps of public relations theory. This study is qualitative descriptive research. Data were collected using interviews and descriptive content analysis. The informants in this research are Managing Director, Social Media Specialist, and Copywriter from Home of Humans. The results revealed that digital storytelling as one of the marketing public relations strategies implemented by Home of Humans through Instagram increased customer engagement. In implementing the marketing public relations strategy, Home of Humans followed the RPIE (Research, Planning, Implementation, and Evaluation) process.
Co-Authors . Zulfan Abdul Aziz Achmmad Mustaqim, Wendy Afifah , Neela Afifah, Neela Agustin, Efawati Ahadi, Rizky Ajahari Ajahari, Ajahari Ali Iskandar Zulkarnain, Ali Iskandar Alya Lucky Azzahra Amal, Mukhlishul Amalia Amalia Amaliah Amaliah Ambya, Rizky Ana Mariani ANDALIA, RIZKI Andero Jeremy Octavfernando Anggraini, Mela Aprianto, Rafly Arfina, Arfina Aslina, Eja Sri Bakti, Imam Rangga Bancin, Dedi Br Manik, Sulis BRS, Selvia Nabila Putri Bunaiya, Bunaiya Chairul Bariah Cut Ratna Dewi Daiyadi, Daiyadi Danoe, Ahmad Darmawati Darmawati Darwin Darwin Desy Anggraeni Devi Oktavia Dewi Mulyati Dewi, Lisna Dewi, Rika Dian Aswita, Dian Diana Diana Dina Akmila Dodot Sapto Adi Dodot Sapto Adi, Dodot Sapto Efriana, Cut Eka Putri, Febbyanti Agutina Eka Setyaningsih Elmayanda, Elmayanda Ernilasari Ernilasari Ernilasari, Ernilasari Ervina Ervina Faisal Anwar Fajar Supanto Firdaus, Rico Candra Fitriani Hamda, Erna Fitrianto Eko Subekti Gunawan Gunawan Hayati, Roska Heni Pujiastuti Hidaya, Nori Elfi Hikmah, Nor Husain, Aghnaita Husnul Khatimah Indah Suryawati Intan Zuhra Irhamni Irhamni Ismawati, Aini Laila Istiqomah, Anisa Iswatun Hasanah Jaka Wijaya Kusuma Jasmadi Jasmadi, Jasmadi Jennah, Rodhatul Julannari, Hamra Juliana, Fitri Kamal, Shella Khairina, Ira Khairunnisa Khairunnisa Khalfiah, Yuliani Lasri, Lasri Lestari, Soraya Lestarini, Mutmainah Indah Lidiawati, Lidiawati Lisna, Cut Madani, Ahmad Miski Mahama, Salmee Maidi Saputra, Muhammad Mardianti Mardianti, Mardianti Marhaliza, Putri Maulana, Muhammad Naufal Mauliati, Desria Maulidar Maulidar, Maulidar Miftahul Jannah Miranda, Velni Monalisa Monalisa Mufita Y., Irma Muharani, Dara Mukramah, Mukramah Mutiara, Arda Sulis Mutiawati Mutiawati Muzakki Muzakki, Muzakki Nadia, Riska Herli Nazarullah, M. Nelly Nelly Nelly, Cut Nir Fathiya Noviyanti, Lily Fazri Nuha, Kaifar Nur Aida, Nur Nurainun Nurainun Nurhapid, Ahmad Nurjannah Nurjannah Nurul Wahdah, Nurul Nurwie, Nurwie Octavfernando, Andero Jeremy Palinggi, Tirza Veronica Permana Putra, Febri Puji Astuti, Wakhidah Pulu, Trikalismi.N. Purwanto, Rhiza Eka Puspita, Devy Putri Agna Amalia Putri Kurniawati, Putri Putri, Risa Yennisa Rabiatul Qodariyah Rafiani, Rafiani Rahmasari, Annisa Rahmatan, Mulia Ramadan, Normakiah Rayhannisa, Rayhannisa Risni, Orisa Ristiani, Fina Rizki, Sari Rizkia, Alfina Rizky Ahadi Rosalinda Rosalinda Rubiah, Rubiah Rusiyaningsih, Kartika Rusliani, Waode Gusti Rusyidah Rusyidah, Rusyidah Sabrina, Nadia Sahuri Lasmadi Salsabila, Adinda Salsabila, Shafira Satiah, Liza Setiowati, Anggie Simeulue, Ridha Juita Sri Hidayati Sri Hidayati Sri Jayanthi, Sri Sudarti . Sumiyarti Sumiyarti, Sumiyarti Suriyanti, Suriyanti Susanti, Dewina Susanti, Mesra Suzanni, Mulia Aria Syahputra, Andy Syarifuddin Syarifuddin Triono, Maulid Agung Ula, Zahratul Ulfah Ulfah Umi Chayatain Vera Viena Vina, Ervina Widya Sari Witri Handayani Wulandari, Miya Wuskiya, Urwatun Yanti, Sulis Marda Yuanda, Merani Yuliana Yuliana Yusian, Desita Ria Yuslinaini Yuslinaini Yuslinaini Yuslinaini, Yuslinaini Zumaidar Zumaidar