CUSTOMER ENGAGEMENT JOURNEY SEBAGAI STRATEGI KOMUNIKASI BERBASIS KOMUNITAS (STUDI KASUS PENGGUNAAN INNOVA COMMUNITY DALAM MEDIA SOSIAL INSTAGRAM OLEH PT PERTAMINA LUBRICANTS UNTUK MENGANGKAT CITRA PRODUK PERUSAHAAN RAMAH LINGKUNGAN)

HADIID ABDURROHMAN, NIM. 12730098 (2018) CUSTOMER ENGAGEMENT JOURNEY SEBAGAI STRATEGI KOMUNIKASI BERBASIS KOMUNITAS (STUDI KASUS PENGGUNAAN INNOVA COMMUNITY DALAM MEDIA SOSIAL INSTAGRAM OLEH PT PERTAMINA LUBRICANTS UNTUK MENGANGKAT CITRA PRODUK PERUSAHAAN RAMAH LINGKUNGAN). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Issues related to environmental damage are warmly becoming the topic of discussion in the world community in recent years. One of the causes of rampant environmental damage is the increasing number of human actions that exploit natural resources without paying attention to future impacts. In Indonesia itself, researchers see a lubricant company that is very clearly exploiting natural resources, but until now the company has never been exposed to serious problems related to environmental issues. The company is PT Pertamina Lubricants, which is a subsidiary of PT Pertamina (Persero). Researchers see that PT Pertamina Lubricants uses social media, as a medium that is hype, and is widely used as a tool to build a positive image of the company. PT Pertamina Lubricants uses social media to image one of its products, namely Fastron lubricant as an environmentally friendly lubricant. This is what researchers see based on the content on PT Pertamina Lubricants social media on the Instagram platform, which has environmental messages. The researcher also saw that another effort from PT Pertamina Lubricants in imaging Fastron's lubricants was by cooperating with the automotive community, the Innova Community. PT Pertamina Lubricants strives to use Innova Community as an automotive community that helps the Fastron lubricant imaging process as an environmentally friendly product on social media, especially the Instagram platform. Based on this phenomenon, researchers feel compelled to know how the Customer Engagement Journey stage is a community based communication strategy, which in this case is between Innova Community and content that has an environmental message on PT Pertamina Lubricants Instagram account. Until finally the researchers decided to conduct research and use Lauren Perkins' Customer Engagement Journey theory in this study. This theory will help researchers in mapping the journey of an audience on social media in six stages. These six stages are Awareness, Discovery, Attraction, Interaction, Purchase, and Advocacy. Then the data of this study, researchers obtained through observation methods, literature studies, to in-depth interviews with informants from the Innova Community. Until this research completed successfully, researchers found some facts that can be summed up at a glance. Researchers found that PT Pertamina Lubricants had succeeded in cooperating with Innova Community in the majority of stages. But there are some important stages that PT Pertamina Lubricants have not yet achieved.

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