CD Skripsi

Peran Social Media Specialist Pada Instagram Gema Budaya Dalammemperkuat Budaya Kerja Di Perusahaan Alfamart Cabang Batam

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The significant growth of the retail industry in Indonesia is driving intense competition among retail companies, including Alfamart. In order to differentiate itself and attract the best talent, Alfamart Batam Branch is building a strong work culture through innovative communication strategies. This research aims to analyze the role of social media specialists in disseminating and internalizing the work culture value of 2I3K (Integrity, Innovation, Quality and Productivity, Teamwork, Customer Satisfaction) through Gema Budaya Instagram account.
The method used in this research is qualitative, with data obtained from interviews with social media specialists on Instagram Gema Budaya Batam branch, then observation and documentation. The data is analyzed using the Milles and Huberman method in the form of data collection, data reduction, data presentation, and data conclusion.
The results showed that innovation in the form of creative content, such as the use of reel format, monthly thematic content, and message packaging with simple language and short duration, effectively increased employee engagement. Instagram as the main communication channel successfully reached Generation Z, which dominates the workforce. Consistent content distribution accelerates the adoption of work culture values. An inclusive social system supports the acceptance of innovations despite the challenges of reaching all employees. This strategy demonstrates the effectiveness of social media in strengthening the company's work culture and increasing employee interaction and understanding of the 2I3K work culture values disseminated by the social media specialist.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001110139

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001110139

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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