Strategi church branding oleh gereja IFGF melalui akun media sosial IFGF Jakarta dalam membangun brand knowledge = Church branding strategy of IFGF church through IFGF Jakarta’s social media account to build brand knowledge

Santoso, Reinhard (2020) Strategi church branding oleh gereja IFGF melalui akun media sosial IFGF Jakarta dalam membangun brand knowledge = Church branding strategy of IFGF church through IFGF Jakarta’s social media account to build brand knowledge. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

As a community or an organisations, church undergoes communication process with the members as well as to the public. Communication is done through the use of various mediums, and one of them is social media. Other than being used as a medium, indirectly social media also take part in building the church's image as a brand. The strategy in building brand image to gain public awareness is often called as branding. The principle of church branding is more about who and what is the vision that the church fights for. Therefore, this research aims to explore how does IFGF do church branding strategies in using social media account of IFGF Jakarta to build brand knowledge. This research uses qualitative approach and descriptive methodology. Primary data collection was obtained through in depth interviews and non participant observation, while secondary data were obtained through collecting documents. In depth interviews are conducted with IFGF’s pastoral teams, strategic teams and IFGF Jakarta’s social media teams. The result of this research shows that IFGF’s church branding strategies begin with identifying their identity, targets, and their uniqueness. After that, these data are used as a material to be analyzed and to make strategies in translating what the church fights for through social media. In translating these, IFGF has several mechanisms to ensure that every content that is shared could be impactful for other people and IFGF itself. However, during the process, in IFGF’s social media there are several weaknesses and challenges that needs to be analyzed in order to maximize the opportunities for the future. Sebagai sebuah komunitas/ organisasi, gereja melakukan proses komunikasi dengan anggotanya maupun publik. Komunikasi dilakukan melalui berbagai medium, salah satunya media sosial. Selain sarana komunikasi, penggunaan media sosial juga secara tidak langsung membentuk citra gereja sebagai sebuah brand. Strategi dalam membentuk citra hingga dikenal publik disebut sebagai branding. Branding gereja pada prinsipnya lebih kepada menceritakan siapa dan apa visi yang diperjuangkan gereja. Dengan demikian, penelitian ini akan melihat bagaimana strategi church branding oleh IFGF melalui akun media sosial IFGF Jakarta dalam membangun brand knowldege. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian deskriptif. Pengumpulan data dilakukan dengan data primer, yaitu wawancara dan observasi non-partisipan, serta data sekunder berupa pengumpulan dokumen- dokumen. Wawancara dilakukan kepada para tim pastoral IFGF, tim strategis dan tim media sosial IFGF Jakarta. Hasil penelitian menunjukkan bahwa strategi church branding IFGF diawali dengan mengidentifikasi identitas, target, dan keunikan yang dimiliki. Selanjutnya hal-hal tersebut menjadi bahan analisa dan strategis dalam menterjemahkan hal yang diperjuangkannya kedalam media sosial. Dalam menterjemahkannya IFGF memiliki berbagai mekanisme agar setiap hasil terjemahan atau konten tersebut dapat berdampak bagi orang lain maupun IFGF itu sendiri. Namun dalam prosesnya, media sosial IFGF memiliki beberapa kekurangan dan tantangan yang perlu dianalisa untuk memaksimalkan peluang dimasa depan.

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