Skripsi

PENGGUNAAN INSTAGRAM @PLNS2JB SEBAGAI SARANA DALAM MEMBANGUN BRAND IMAGE PT PLN (PERSERO) UNIT INDUK DISTRIBUSI SUMATERA SELATAN, JAMBI DAN BENGKULU

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This study aims to analyze the use of Instagram @plns2jb as a means of building the brand image of PT PLN (Persero) South Sumatra, Jambi and Bengkulu Distribution Unit. The main problem studied is the strategy used by the @plns2jb Instagram account in building brand image and the factors that cause low engagement rates on large company Instagram accounts. This research uses the 4C Social Media theory by Chris Heuer, which includes Context, Communication, Collaboration, and Connection. The research method used is qualitative content analysis with a descriptive approach on the official Instagram account of PT PLN (Persero) South Sumatra, Jambi and Bengkulu Distribution Unit (@plns2jb). Data were collected through documentation and non-participant observation of the content uploaded on the account, then analyzed using thematic coding. In addition, interviews were also conducted as supporting data. The results showed that the brand image building strategy is more oriented towards the context and communication aspects, but still less optimal in the connection and collaboration aspects.

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Availability

Detail Information

Series Title

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Call Number

T1731122025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya., 2025

Collation

xi, 59 hlm.; ill.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

302.207

Content Type

Text

Media Type

-

Carrier Type

-

Edition

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Subject(s)

Komunikasi

Specific Detail Info

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Statement of Responsibility

TUTI

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