Implementasi Citizen Public Relations Melalui Ekspresi Diri Instagram Dalam Membangun Brand Awareness Universitas Universal

Antoni Suparno


ABSTRAK Penelitian ini bertujuan untuk memahami motif para mahasiswa membuat posting ekspresi diri yang identik dengan brand Universitas Universal (UVERS), memahami bagaimana ekspresi diri para mahasiswa tersebut membangun brand awareness Universitas Universal (UVERS), dan alasan para mahasiswa memilih Instagram untuk melakukan ekspresi diri. Penelitian kualitatif ini menggunakan metode Kualitatif Deskriptif dengan menerapkan teknik pengumpulan data focus group discussion (FGD), teknik wawancara, observasi, hingga pengumpulan data dokumen, visual, dan audio. Temuan yang didapatkan melalui penelitian ini adalah para mahasiswa memiliki motif untuk memperkenalkan kegiatan dan nilai-nilai Universitas Universal (UVERS) di setiap ekspresi dirinya di Instagram. Sedangkan brand awareness Universitas Universal (UVERS) dapat terbentuk dengan SoMe storytelling branding atau Citizen Public Relations yang dilakukan oleh para mahasiswa. Kemudian para mahasiswa juga tertarik menggunakan Instagram karena kelebihan Instagram untuk surveillance, documentation, creativity, dan coolness. Kata Kunci : Motif, Brand Awareness, SoMe Storytelling Branding, Citizen Public Relations. ABSTRACT This study aims to understand the motives of students to post self expression that is identic to the Universal University (UVERS) brand, understanding how the student self expression builds Universal University (UVERS) brand awareness, and their reason chose Instagram to do self expression. This qualitative research uses descriptive qualitative method by applying focus group disscussion (FGD) data collection techniques, interview techniques, observation, and collecting document, visual, and audio data. The findings obtained through this study are that students have a motive to introduce the Universal University (UVERS) activities and values in each expression of themselves on Instagram. While, Universal University (UVERS) brand awareness can be formed with SoMe storytelling branding or Citizen Public Relations conducted by students. Then the students are also interested in using Instagram because of the advantages of Instagram for surveillance, documentation, creativity, and coolness. Keywords : Motives, Brand Awareness, SoMe Storytelling Branding, Citizen Public Relations.


Motif; Brand Awareness; SoMe Storytelling Branding; Citizen Public Relations

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