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

WULANDARI, SAHRA AL SYIFA and Thamrin, M. Husni and Ilham, M. Hidayatul (2025) PENGGUNAAN INSTAGRAM @PLNS2JB SEBAGAI SARANA DALAM MEMBANGUN BRAND IMAGE PT PLN (PERSERO) UNIT INDUK DISTRIBUSI SUMATERA SELATAN, JAMBI DAN BENGKULU. Undergraduate thesis, SRIWIJAYA UNIVERSITY.

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Abstract

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.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Image, Instagram, Engagement, Media Sosial, PLN
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform > HN1-995 Social history and conditions. Social problems. Social reform
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Sahra Al Syifa Aria Wulandari
Date Deposited:	19 May 2025 03:15
Last Modified:	19 May 2025 03:15
URI:	http://repository.unsri.ac.id/id/eprint/173112

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