STRATEGI KOMUNIKASI PERUM BULOG DALAM MEMBANGUN ENGAGEMENT INSTAGRAM @perum.bulog

RAUDHYANSYAH, MUHAMMAD FARHAN DEPHATIE (2025) STRATEGI KOMUNIKASI PERUM BULOG DALAM MEMBANGUN ENGAGEMENT INSTAGRAM @perum.bulog. Undergraduate thesis, sriwijaya university.

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Abstract

This study analyzes Perum BULOG'S COMMUNICATION STRATEGY IN BUILDING INSTAGRAM ENGAGEMENT @perum.bulog. This study aims to determine Perum BULOG's communication strategy in building engagement through the Instagram account @perum.bulog. The study uses the Circular Model of SOME theory by Regina Luttrell which consists of four dimensions: Share, Optimize, Manage, and Engage. The approach used is descriptive qualitative with interview, observation, and documentation techniques. The results of this study indicate that although the communication strategy has been designed based on data and insight, its implementation is not optimal. The content tends to be formal, less interactive, and has not consistently encouraged two-way communication. Features such as polling and quick responses to the audience have also not been utilized optimally. The implementation of the 1x24 hour SOP is also not felt. The researcher concluded that there is still a gap between the planned strategy and its implementation. Updates are needed in communication styles and social media management so that engagement with the audience increases significantly and builds audience involvement and participation. Keywords: social media, engagement, circular model of SOME.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Muhammad Farhan Dephatie Raudhyansyah
Date Deposited:	23 Sep 2025 04:17
Last Modified:	23 Sep 2025 04:17
URI:	http://repository.unsri.ac.id/id/eprint/184654

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