Partisipasi Konsumen Melalui Media Sosial dalam Branding:(Survai pada Konsumen Batik Air)

Angga Puspa Wardani, Rahayu

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Today’s marketing can be divided to two types, which are traditional marketing and modern marketing. Modern marketing focuses on how the brand interacts with the customers. One of media types used for interaction is social media. Social media is chosen because of its user growth in all over the world is increasing year by year. In Indonesia, the growth of social media users is quite significant. One of many brands that use social media to interact with its customers is Batik Air. Batik Air is a branch of PT. Lion Mentari Airlines. Batik Air uses social media such as Twitter, Facebook and Instagram. Through those three social medias, Batik Air promotes its offers and interacts with its customers. The interaction is not only one way interaction but also two ways. Batik Air is not only giving information but also inviting the customers to actively participate. It is important how customers participate through social media in the process of marketing. Hence, this research aims to see customers’ participation through social media and to achieve the image of Batik Air’s customers’ participation through social media in the marketing of Batik Air brand. The process of this research had several obstacles such as the difficulty in getting the exact amount of population and the desired amount of respondents. The result of this research shows that generally respondents has high active level in using social media. However, when it comes to Batik Air marketing, the respondents become passive. There are several factors that cause it. The first factor is the respondents are not interested with the contents given by Batik Air in social media. The second factor is as the effect of less-interested in the contents given by Batik Air, the respondents found that they do not need to participate in Batik Air’s social media. The third factor is Batik Air has not yet done a good social media handling. Keywords: Social Media, Social Media use By Consumers, Batik Air, Batik Air Consumers, Consumers

Kata Kunci : Media Sosial