ANALISIS STRATEGI PERENCANAAN PESAN PADA AKUN INSTAGRAM E-COMMERCE @thekufed

Penulis

  • Dhita Widya Putri London School of Public Relations – Jakarta Graduate School of Communication 2016
  • Maulida De Mormes London School of Public Relations – Jakarta Graduate School of Communication 2016

DOI:

https://doi.org/10.21009/communicology.041.06

Abstrak

Instagram merupakan media sosial yang memiliki kekuatan visual. Dengan kekuatannya ini, banyak pihak baik individu maupun organisasi menggunakannya untuk menarik perhatian masyarakat dari informasi yang disampaikan. PT. Hood Digital Asia (Kufed) dengan akun Instagram nya, @thekufed merupakan salah satu perusahaan e-commerce yang memiliki strategi sendiri dalam perencanaan pesan pada akun Instagram @thekufed. Penelitian ini ingin mengungkapkan bagaimana strategi perencanaan pesan pada akun Instagram @thekufed. Metode yang digunakan oleh peneliti dalam penelitian ini adalah metode kualitatif deskriptif. Dalam pembahasan penelitian ini menghasilkan beberapa strategi yang digunakan oleh Kufed dalam perencanaan konten pesan pada akun Instagramnya antara lain Instagram @thekufed digunakan sebagai teaser, pendekatan melalui community building, bekerja sama dengan influencers untuk produksi konten dan kurasi produk, serta perancangan cerita untuk memperkuat konten visual dengan strategi emotionless. Kesimpulan dalam penelitian ini adalah strategi yang dirancang oleh tim Kufed sudah dilakukan dengan maksimal karena strategi tersebut didasari oleh konsep, karakter, dan tujuan yang ingin dicapai oleh Kufed dalam periode pre-launching seperti saat ini.

Kata Kunci:

Strategi, perencanaan pesan, media baru, media sosial, Instagram

Instagram is a social media that has a visual power. Together with, many parties both individuals and organizations use Instagram to get some information they want to convey. For instance, PT. Hood Digital Asia (Kufed) who created @thekufed account to develop their messages that will be delivered to their publics. They used their own strategy by adjusting the characters and the concepts with their targets. Therefore, this study explored about how @thekufed designed their messages strategy. The researcher used qualitative method with descriptive approach to examine Kufed’s message plan and strategy, such as teaser, community building, collaboration with influencers for content production and curation of products, as well as planning the story to strengthen the visual content with emotionless. The conclusion is Kufed has implemented the message strategy based on its concept and character.

Keywords:
Strategy, planning messages, new media, social media, Instagram, awareness

Unduhan

Diterbitkan

2016-12-30

Cara Mengutip

Putri, D. W., & Mormes, M. D. (2016). ANALISIS STRATEGI PERENCANAAN PESAN PADA AKUN INSTAGRAM E-COMMERCE @thekufed. Communicology: Jurnal Ilmu Komunikasi, 4(1), 94–110. https://doi.org/10.21009/communicology.041.06

Terbitan

Vol 4 No 1 (2016): Communicology: Jurnal Ilmu Komunikasi, Volume 4 No 1 Desember 2016

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