Strategi komunikasi digital public relations Hangry Indonesia dalam mengomunikasikan citra merek dan minat beli masyarakat pada era new normal = Public relations digital communication strategy of Hangry Indonesia in communicating brand image and public purchase intention during new normal era

Marchella, Eva (2022) Strategi komunikasi digital public relations Hangry Indonesia dalam mengomunikasikan citra merek dan minat beli masyarakat pada era new normal = Public relations digital communication strategy of Hangry Indonesia in communicating brand image and public purchase intention during new normal era. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Sejak akhir tahun 2019, dunia mengalami banyak perubahan yang diakibatkan oleh suatu pandemi virus bernama COVID-19. Industri Food & Beverages menjadi salah satu industri yang terdampak dan harus menciptakan strategi adaptasi. Kebijakan new normal mengharuskan masyarakat hidup dengan protokol kesehatan dan teknologi daring.untuk tetap bisa berkomunikasi. Hampir seluruh sektor industri beralih ke sistem online untuk berhubungan dengan publiknya. Penggunaan internet meningkat sebesar 40% dan persepsi Gen Z terhadap merek yang menggunakan Instagram untuk membangun interaksi meningkat hingga 42%. Sejalan dengan itu, Hangry Indonesia berhasil berkembang dan menjadi favorit masyarakat dengan konsep multi-brand virtual restaurant. Pada umumnya, Public Relations melakukan komunikasi strategis untuk membentuk citra merek dan minat beli. Peristiwa tersebut menunjukkan strategi komunikasi digital Public Relations dapat menjadi strategi adaptasi pada era new normal. Penelitian ini membahas perencanaan strategi Public Relations Hangry Indonesia dalam menyalurkan identitas merek dan implementasinya untuk menimbulkan minat beli masyarakat di era new normal. Penelitian ini dilakukan dengan pendekatan kualitatif dan metode penelitian studi kasus. Data penelitian diperoleh melalui wawancara mendalam, observasi dan dokumentasi. Hasil dari penelitian ini menunjukkan strategi komunikasi digital Public Relations Hangry Indonesia yang telah dianalisis dengan konsep sembilan langkah perencanaan strategi oleh Ronald D. Smith dan model komunikasi AISAS oleh Dentsu Inc. / Since 2019, the world experiences many changes caused by a virus pandemic called COVID-19. Food & Beverages industry is one of the affected segment that needs adaptation strategy. New normal policy requires society to live with health protocols and online technology to communicate. Almost all industry switched to digital platforms. The used of internet increased by 40% and Gen Z’s perception towards brand that uses Instagram to build public engagement increased by 42%. In line with that, Hangry Indonesia ables to grow rapidly with the concept of multi-brand virtual restaurant. Public Relations usually applies strategic communications to shape good image and purchase interest. Thus, Public Relations strategic digital communication can be the adaptation strategy needed in new normal era. This research study discusses about Hangry Indonesia Public Relations strategic planning and implementation in communicating brand image and creating purchase intention during new normal era. This research was conducted with a qualitative approach and case study research methods. Research data was obtained through in-depth interviews, observation and documentation. This study shows Public Relations digital communication strategy of Hangry Indonesia which are analyzed based on Ronald D. Smith’s Nine Steps of Public Relations Strategic Planning and AISAS communication model by Dentsu Inc.

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