Implementasi Public Relations Digital Dalam Membangun Brand Awareness Perusahaan Financial Technology

Agung, Joseph Clinton Leo (2019) Implementasi Public Relations Digital Dalam Membangun Brand Awareness Perusahaan Financial Technology. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Perkembangan teknologi komunikasi dan informasi telah mendatangkan banyak perubahan dalam berbagai bidang profesi di indonesia salah satunya bagi public relations (PR). Pada saat ini, PR dituntut untuk dapat bekerja mengikuti perkembangan teknologi salah satunya dengan menjadi public relations digital khususnya bagi PR pada sebuah industri financial yang terkait dengan teknologi yaitu fintech (financial technology). Pada tanggal 11 Agustus 2016, Jenius diluncurkan sebagai salah satu fintech Life Finance pertama dibawah bank BTPN. Jenius berusaha memposisikan mereknya sebagai mudah, pintar, dan aman untuk menarik para masyakarat melek digital. Sebagai perusahaan baru, Jenius cukup sukses dalam industry fintech dibandingkan bank lainnya. Maka, PR digital Jenius memiliki tugas besar untuk membangun brand awareness perusahaannya. Ini sangat menarik bagi peneliti untuk di gali lebih jauh mengenai bagaimana implementasi PR digital Jenius dalam membangun brand awareness? Penelitian ini menggunakan metode kualitatif deskriptif. Pengumpulan data diambil dari wawancara dan observasi yang isinya di analisis dengan cara interpretasi. Tehnik sampling menggunakan tehnik purposive sampling, memilih Citra Tresna Asih selaku Social Media Specialist dan Aditya Nugroho selaku Social Media Officer. Hasil dari penelitian ini menunjukkan, bahwa PR digital Jenius telah mengimplementasikan Huddle, Social media monitoring, Complaint Handling, Social Media Management, Social Media Campaign, dan Analytic dalam membangun brand awareness dengan baik. Dampak dari pembangunan brand awareness ini membuat Jenius sukses mendapat 1.2 juta pengguna dan mendapatkan berbagai penghargaan dalam waktu 3 tahun. Kata Kunci: Public Relations Digital, Brand Awareness, dan Financial Technology (fintech). The development of communication and information technology has brought in many changes in various areas profession in Indonesia, one of them is public relations (PR). At the present time, PR are required to can work closely follow the developments technology one of them is by being public relations digital especially for PR on a financial industry associated with technology that is fintech (financial technology). In August 11 2016, Jenius launch as one of the first Fintech Life Finance under BTPN bank. Jenius trying to position the brand as simple, smart, and save to attract the digital savvy people. As a new company, Jenius is quite successful in fintech industry compared to other banks. So Jenius PR digital have a big job to build their organization brand awareness. This is interesting for researchers to investigate further on how the implementation of digital PR in building brand awareness? This research applies descriptive-qualitative method. Data collection is worked through interview and observation which are the materials for analysis using interpretation. Sampling technique is purposive sampling, placing Citra Tresna Asih the Social Media Specialist as the key informant and one other officials as common informants Aditya Nugroho the Social Media Officer. The results of this study indicate, that the implementation of digital PR through Huddle, Social Media Monitoring, Complaint Handling, Social Media Management, Social Media Campaign, and Analytic are quite significant in building brand awareness. The impact of the brand awareness has made Jenius successful to have 1.2 million users and get various award in 3 years Key words: Public Relations Digital, Brand Awareness, dan Financial Technology(fintech)

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