Pengembangan Strategi Komunikasi Pemasaran Antropomorfik melalui Media Sosial (Studi Kasus pada Kartu Bicara Megamin di Media Sosial TikTok Bank Mega)

AFRA KHAIRUNISSA NURFADHILA DEYASTAMA, Drs. I Gusti Ngurah Putra, M.A

2024 | Skripsi | Ilmu Komunikasi

Penelitian ini bertujuan untuk mengetahui pengembangan strategi komunikasi pemasaran Bank Mega di media sosial TikTok dengan penerapan antropomorfisme, yaitu melalui strategi Kartu Bicara MegaMin. Penelitian ini menggunakan pendekatan penelitian kualitatif dengan metode studi kasus milik Robert Yin. Objek penelitian ini berfokus pada strategi kartu Bicara MegaMin di Media Sosial TikTok. Penelitian ini menggunakan teknik pengumpulan data berupa wawancara mendalam dengan tiga informan yang bertanggung jawab langsung atas pemasaran media sosial TikTok Bank Mega. Selain itu, penelitian ini juga mengumpulkan data melalui observasi dan dokumentasi objek penelitian. Penelitian ini menggunakan 4 langkah pengembangan strategi komunikasi pemasaran Kotler dan Keller serta 3 metode pengembangan pemasaran antropomorfisme Kotler. Penelitian ini memaparkan proses pengembangan strategi social media marketing yang dilakukan oleh ketiga informan dengan penerapan antropomorfisme dalam industri perbankan. Penelitian ini menemukan proses pengembangan strategi tersebut yang tidak berurutan dengan 4 langkah pengembangan strategi komunikasi pemasaran Kotler dan Keller. Penelitian ini juga menemukan keunikan dari proses pengembangan strategi tersebut yang berpusat pada audiens.

This research aims to determine the development of Bank Mega's marketing communincation strategy on TikTok social media by applying anthropomorphism, through the Kartu Bicara MegaMin strategy. This research uses a qualitative research approach with Robert Yin's study case method. The object of this research focuses on the Kartu Bicara MegaMin Talk on TikTok Social Media. This research uses data collection techniques in the form of in-depth interviews with three informants who are directly responsible for Bank Mega's TikTok social media marketing. Apart from that, this research also collects data through observation and documentation of research objects. This research uses Kotler and Keller's 4 social media marketing strategy development steps and Kotler's 3 methods for developing anthropomorphism marketing. This research describes the process of developing a social media marketing strategy carried out by the three informants by applying anthropomorphism in the banking industry. This research found that the strategy development process was not sequential with Kotler and Keller’s 4 steps in developing a marketing communication strategy. This research also discovered the uniqueness of the strategy development process which is audience-centered.This research aims to determine the development of Bank Mega's marketing communication strategy on TikTok social media by applying anthropomorphism, through the Kartu Bicara MegaMin strategy. This research uses a qualitative research approach with Robert Yin's study case method. The object of this research focuses on the Kartu Bicara MegaMin Talk on TikTok Social Media. This research uses data collection techniques in the form of in-depth interviews with three informants who are directly responsible for Bank Mega's TikTok social media marketing. Apart from that, this research also collects data through observation and documentation of research objects. This research uses Kotler and Keller's 4 social media marketing strategy development steps and Kotler's 3 methods for developing anthropomorphism marketing. This research describes the process of developing a social media marketing strategy carried out by the three informants by applying anthropomorphism in the banking industry. This research found that the strategy development process was not sequential with Kotler and Keller’s 4 steps in developing a marketing communication strategy. This research also discovered the uniqueness of the strategy development process which is audience-centered.

Kata Kunci : Studi Kasus, Strategi Komunikasi Pemasaran, Antropomorfisme, TikTok