Analisis konten media sosial Dream Cruises dalam membentuk persepsi milenial = Content analysis of social media Dream Cruises in forming the perception of millennials

Hanafi, Elianna (2020) Analisis konten media sosial Dream Cruises dalam membentuk persepsi milenial = Content analysis of social media Dream Cruises in forming the perception of millennials. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Travel.detik.com (07 Agustus 2018) menyatakan bahwa presentase terkecil penumpang kapal pesiar ialah generasi milenial di Indonesia. Hal tersebut terjadi dikarenakan generasi milenial memiliki mispersepsi terhadap liburan dengan kapal pesiar. Faktanya perusahaan kapal pesiar memiliki target market yang salah satunya yaitu segmentasi milenial. Contohnya perusahaan kapal pesiar “Dream Cruises”, mereka menggunakan website dan media sosial “Instagram” sebagai sarana berkomunikasi dengan milenial. Oleh sebab itu, penelitian ini hendak menganalisis isi media sosial Dream Cruises terhadap milenial. Instagram merupakan suatu platform yang di mana para penggunanya dapat menyebarkan konten berupa video dan foto kepada para pengikut merek kapal pesiar Dream Cruises. Pendekatan penelitian yang digunakan untuk penelitian ini adalah kualitatif, yang salah satu kategorinya adalah pendekatan analisis isi. Koding teks dan non teks-data terletak pada 7 elemen Instagram dan 6 elemen website. Hasil penelitian menunjukkan milenial masih memiliki mispersepsi karena konten yang ditampilkan dalam Instagram tidak sesuai dengan kebutuhan. Sedangkan, isi website sudah sesuai dengan kebutuhan milenial./Travel.detik.com (August 07, 2018) stated that the least percentage of cruise ship passengers is millennials. This is due to the reason that millennials have had misperception about vacation with a cruise. The fact is that cruise ship has targeted millennials as one of their segments. “Dream Cruises” is one of the cruise ship company that uses website and social media “Instagram” in communicating with millennials as their target. Therefore, this research focuses on analyzing the content of social media Dream Cruises towards millennials. Instagram is a platform where users can disseminate videos and photos to the followers, in this case the followers of Dream Cruises ship. The approach of this research is qualitative, using content analysis. Coding Text and non-text data are 7 Instagram elements and 6 website elements. The results showed millennials still have a misperception because the content displayed on Instagram does not suit millennials needs. while the content website fits millennial needs.

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