Fungsi public relations pada divisi social media specialist and content strategist dalam memperkenalkan fitur grabhitch car melalui media sosial di pt grab Indonesia = Public relations functions in social media specialist and content strategist division in introducing grab hitch car feature through social media in pt grab Indonesia

Gabriella, Gabriella (2019) Fungsi public relations pada divisi social media specialist and content strategist dalam memperkenalkan fitur grabhitch car melalui media sosial di pt grab Indonesia = Public relations functions in social media specialist and content strategist division in introducing grab hitch car feature through social media in pt grab Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Era modern telah merubah gaya hidup masyarakat menjadi berbasis teknologi. Hadirnya teknologi internet merubah gaya hidup masyarakat dalam kegiatan seharihari tak terkecuali dalam mobilitas perjalanan. Salah satu aplikasi yang menyediakan jasa transportasi online terbesar di Asia Tenggara adalah Grab. Grab menciptakan platform yang mendukung segala kebutuhan masyarakat, terutama dalam hal transportasi. Dalam hal ini, Grab menyediakan beberapa fitur produk jasa, salah satunya adalah fitur terbaru yaitu GrabHitch Car yang ditujukan untuk PMET (Profesional, Manajer, Eksekutif, dan Teknisi) sehingga mereka dapat berbagi perjalanan. Dalam mengembangkan sebuah fitur baru supaya dapat mudah diterima masyarakat, PT Grab Indonesia menggunakan media sosial sebagai salah satu sarana pengembangannya. PT Grab Indonesia membutuhkan dijalankannya fungsi public relations dalam pelaksanaannya untuk menjaga hubungan perusahaan dengan pelanggan, seperti menurut Cutlip dan Center (2005, p.6). Diharapkan fitur GrabHitch Car dapat terus berkembang dan diterima masyarakat dalam gaya hidupnya untuk menerapkan perjalanan terjadwal serta memberikan akses transportasi yang lebih mudah untuk masyarakat. / The modern era has changed people’s lifestyle into technology-based. The birth of internet technology changes people’s lifestyle in daily activities is no exception in travel mobility. One of the largest company that provides online transportation in Southeast Asia is Grab. Grab creates a platform that supports all people’s needs, especially in transportation. In this case, Grab provides several features of service products, one of the newest feature is GrabHitch Car, which is intended for PMET (Professionals, Managers, Executives, and Technicians) so that they can share a ride. In developing a new feature to make it accepted and welcomed by the community, PT Grab Indonesia uses social media as one of its tools. PT Grab Indonesia needs the implementation of public relations function, according to Cutlip and Center (2005, p.6) in its implementation to maintain relations with customers. The company expected that the GrabHitch Car feature can continue to grow and be accepted by the community as a new lifestyle about sharing rides and provide easier and more accessible transportation access for the community.

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