CUSTOMER ENGAGEMENT MELALUI INSTAGRAM RADIO 95.1 TRAX FM PALEMBANG

PUTRA, GIGA WIDYA and Alfitri, Alfitri and Murti, Krisna (2021) CUSTOMER ENGAGEMENT MELALUI INSTAGRAM RADIO 95.1 TRAX FM PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini memiliki tujuan untuk memahami bagaimana proses customer engagement yang dilakukan oleh Radio 95.1 Trax FM Palembang melalui akun Instagram. Teori yang digunakan dalam penelitian ini adalah teori mengenai Customer Engagement, The Engagement Process, yang dikemukakan oleh Dave Evans. Penelitian ini menggunakan metode kualitatif. Penelitian ini secara khusus dilakukan untuk melihat bagaimana Customer Engagement terlaksana pada laman Instagram Radio 95.1 Trax FM Palembang. Fokus penelitian ini terdiri dari empat dimensi Customer Engagement oleh Dave Evans, yakni Consumption, Curation, Creation, dan Collaboration. Data diperoleh melalui metode wawancara mendalam dengan informan utama yakni Fani Atmawijaya selaku Creative Assistan di 95.1 Trax FM Palembang, dan informan pendukung yakni Okan Gembul selaku Program Coordinator 95.1 Trax FM Palembang. Data juga diperoleh melalui kegiatan dokumentasi serta observasi di lapangan. Berdasarkan hasil wawancara, dokumentasi, observasi, dan hasil analisis, dapat disimpulkan bahwa Customer Engagement melalui Instagram Radio 95.1 Trax FM Palembang telah dilakukan dengan baik, dan sesuai dengan teori The Engagement Process milik Dave Evans. Hal ini dapat dilihat dari data penelitian yang dilakukan bahwa seluruh dimensi Customer Engagement telah dilakukan

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	CUSTOMER ENGAGEMENT, INSTAGRAM RADIO 95.1 TRAX FM PALEMBANG
Subjects:	H Social Sciences > HE Transportation and Communications > HE7601-8700.9 Telecommunication industry. Telegraph H Social Sciences > HE Transportation and Communications > HE8689-8700.95 Radio and television broadcasting
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Giga Widya Putra
Date Deposited:	07 Jun 2022 01:58
Last Modified:	07 Jun 2022 01:59
URI:	http://repository.unsri.ac.id/id/eprint/71867

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