CD Skripsi

Pemanfaatan media sosial terintegrasi sebagai sarana komunikasi pemasaran dalam memperkuat citra merek batik Nagori

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Social media has become an important part of marketing communication strategies, especially for local MSMEs seeking to expand their brand reach and establish direct relationships with their consumers. Batik Nagori, as a pioneer of Kuantan Singingi Regency's distinctive batik, has utilized various integrated social media platforms to strengthen its brand image and maintain its presence amidst the competition in the national batik industry. This study aims to analyze the four stages of the circular Model of SOME: content sharing (share), social media platform optimization (optimize), account management and digital identity (manage), and audience engagement through social media interactions (engage).
This study employed a descriptive qualitative method. Six informants were selected using purposive sampling. Data collection involved in-depth interviews, observation, and documentation. Data analysis employed the Miles and Huberman method. Source triangulation was used to verify data validity.
The results of this study were analyzed using the Circular Model of SOME (Share, Optimize, Manage, Engage), which shows that integrated social media utilization is effective in strengthening the brand image of Batik Nagori. In the Share stage, promotional content for Batik Nagori products, cultural education of Kuantan Singingi Regency through the introduction of batik motifs, and sharing testimonials and reviews from customers and followers are disseminated. In the Optimize stage, optimization is carried out by using relevant and strategic hashtags, scheduling appropriate posting times, and adjusting content formats to the characteristics of each platform such as Instagram, TikTok, and Facebook. Next, the Manage stage focuses on managing the brand's digital identity (brand identity management), planning and scheduling structured content, and being responsive to comments and direct messages (DM). Finally, in the Engage stage, audience engagement is built through interactions such as polls, Q&A sessions, contests, reposting user-generated content, and utilizing live streaming on Instagram and TikTok. Continuous implementation of these four stages has been proven to increase audience engagement, build positive perceptions of the brand, and strengthen the image of Batik Nagori as a local product with high cultural value.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2101111588

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2101111588

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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