Strategi social media, Nadya Maharani, FIKOM UMN, 2019

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ii

STRATEGI SOCIAL MEDIA BATIK AIR DALAM

UPAYA MEMPERTAHANKAN CUSTOMER

ENGAGEMENT BATIK AIR

SKRIPSI

)

Diajukan guna Memenuhi Persyaratan Memperoleh

Gelar Sarjana Ilmu Komunikasi (S.I.Kom.)

Nadya Maharani

000 000 10580

PROGRAM STUDI ILMU KOMUNIKASI

FAKULTAS ILMU KOMUNIKASI

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019

Strategi social media..., Nadya Maharani, FIKOM UMN, 2019

v

HALAMAN PERSEMBAHAN

Keep Going

Just To See

What Happens ..


vi

KATA PENGANTAR

Puji syukur kepada Tuhan Yang Maha Esa yang selalu memberkati dan

menyertai peneliti dalam pengerjaan skripsi ini. Atas segala berkat dan

kasih-Nya, peneliti dpaat menyelesaikan skripsi ini. Penulisan ini dilakukan

dalam rangka memenuhi slaah satu syarat untuk mencapai gelar sarjana

Ilmu Komunikasi pada Ilmu Komunikasi Universitas Multimedia

Nusantara.

Banyak hambatan dan kesulitan yang ditemui dalam penyusunan skripsi

ini, namun berkat yang kuat, dorongan, dan serta bantuan dari berbagai

pihak, akhirnya peneliti dapat menyelesaikan skripsi ini. Oleh karena itu,

pada kesempatan ini syaa mengucapkan terima kasih kepada:

1. Kedua orangtua peneliti yang telah memberikan doa dan dukungan

kepada peneliti selama awal masa perkuliahan hingga sampai ditahap

akhir dari perkuliahan ini.

2. Ibu Cendera Rizky selaku dosen pembimbing peneliti yang telah

memberikan bimbingan, pembelajaran serta dukungan kepada

peneliti selama pengerjaan skripsi berlangsung dengan sabar dan

penuh dengan perhatian.

3. Sahabat dan teman-teman yang telah memberikan dukungan dan juga

membantu selama masa perkuliahan hingga diakhir perkuliahan ini

yaitu Lingga Wati, Billy Wijaya, Giovany Gisella dan rekan-rekan

Universitas Multimedia lainnya.

4. Pihak internal perusahaan Lion Air Group yaitu Ramaditya Handoko,

Abi Mauludhi dan Mufqi Fathino yang telah membantu dalam proses

pembuatan skripsi ini dengan menjadi infroman wawancara.

Peneliti menyadari bahwa skripsi ini masih jauh dari sempurna. Oleh karena

itu, peneliti mengharapkan segala petunjuk, kritik, dan saran yang

membangun dari pembaca agar dapat menunjang pengembangan dan

perbaikan penelitin selanjutnya.


viii

STRATEGI SOCIAL MEDIA BATIK AIR DALAM UPAYA

MEMPERTAHANKAN CUSTOMERS ENGAGEMENT BATIK AIR

ABSTRAK

Oleh: Nadya Maharani

Maraknya perusahan penerbangan saat ini mendorong perusahan untuk

saling berlomba untuk menjadikan perusahaan lebih unggul dalam

meningkatkan kualitas dan strategi dalam publikasi, Batik Air

memanfaatkan era teknologi yang semakin maju dengan melakukan

strategi-strategi social media dengan tujuan mendekatkan dengan

pelangganya, melakukan interaksi, hingga membuat customers menjadi

loyal dengan Batik Air yaitu dengan memberikan mem-publikasikan

informasi-infromasi di social media tidak hanya dengan promosi mengenai

perusahaan tetapi mengenai tips-tips penerbangan, promo-promo, hingga

program yang ditujukan untuk pelanggamya yaitu BFF card (Batik Frequent

Flyer). Dalam penelitian ini peneliti menggunakan jenis penelitian kualitatif

deskriptif dengan metode studi kasus dan didukung dengan data-data yang

diperoleh dari hasil wawancara, rekaman dan observasi dengan pihak Batik

Air dari Key informan penelitian ini yaitu Manager Social Media of Batik

Air dan Public Relations of Batik Air terkait dengan strategi dan konsep

Online Public Relations, Media Sosial, New Media, Social Customer

Relationship Management, Kebutuhan pelanggan dan Relationship

Management. Hasil penelitian ini menunjukan bahwa divisi social media

Batik Air dapat mempertahankan customers Engagement dengan cara

melakukan interaksi-interaksi yang menciptakan pemikiran positif terhadap

Batik Air.

Kata Kunci: Social Media, Customer Engagement, Social Customer

Relationship Management, Kualitatif Deskriptif.


ix

SOCIAL MEDIA STRATEGY OF BATIK AIR IN THE EFFORTS TO

MAINTAIN THE ENGAGEMENT OF BATIK AIR CUSTOMERS

ABSTRACT

By: Nadya Maharani

The current rise of airline companies in the company of high quality

and strategy in publications, Batik Air utilizes increasingly advanced

technological era by carrying out social media strategies, interacting, and

making customers being loyal to Batik Air is about providing information on

social media not only with promotions, but about flight tips, promotions,

and programs intended for customers, namely BFF cards (Batik Frequent

Flyers). In this study, the research was carried out using interviews with

data and methods from interviews, recordings, and observations with the

Batik Air, and from the Social Media Manager of Batik Air and the Public

Relations of Batik. concepts of Online Public Relations, Social Media, New

Media, Social Customer Relationship Management, Customer Needs and

Relationship Management. The results of this study indicate that Batik Air

can maintain customers social media division. Engagement by positive

thinking towards Batik Air.

Keywords: Social Media, Customer Engagement, Social Customer

Relationship Management, Qualitative Descriptive.


x

DAFTAR ISI

HALAMAN JUDUL .......................................................................................................... ii

HALAMAN PERNYATAAN ........................................................................................... iii

HALAMAN PENGESAHAN ........................................................................................... iv

HALAMAN PERSEMBAHAN ......................................................................................... v

KATA PENGANTAR ....................................................................................................... vi

ABSTRAK ....................................................................................................................... viii

DAFTAR ISI ....................................................................................................................... x

DAFTAR GAMBAR ....................................................................................................... xiv

DAFTAR BAGAN ......................................................................................................... xvii

DAFTAR TABEL .......................................................................................................... xviii

BAB I PENDAHULUAN ................................................................................................... 1

1.1 Latar Belakang ................................................................................................... 1

1.2 Rumusan Masalah ............................................................................................. 10

1.3 Pertanyaan Penelitian........................................................................................ 10

1.4 Tujuan Penelitian .............................................................................................. 10

1.5. Kegunaan Penelitian ........................................................................................ 10

1.5.1 Kegunaan Akademis .............................................................................. 10

1.5.2 Kegunaan Praktis ................................................................................... 10

1.5.3 Kegunaan Sosial ..................................................................................... 11

1.6 Keterbatasan Penelitian .................................................................................... 11

BAB II KERANGKA TEORI .......................................................................................... 12

2.1 Penelitian Terdahulu ..................................................................................... 12

2.2 Kerangka Konseptual ............................................................................. 14

2.2.1 Public Relations .................................................................................. 14

2.2.2 Fungsi Public Relations .............................................................................. 14

2.2.3 Peran Public Relations ................................................................................ 16

2.2.4 Online Public Relations ....................................................................... 17

2.2.5 Media Sosial ........................................................................................ 17


xi

2.2.6 Jenis-jenis Sosial Media ...................................................................... 18

2.2.7 Customers Engagement ....................................................................... 20

2.2.8 Loyalitas Pelanggan ............................................................................. 20

2.2.9 Kebutuhan Pelanggan .......................................................................... 23

2.2.10 New Media .................................................................................................. 24

2.2.11 Relationship Marketing ..................................................................... 25

2.2.12 Unsur-unsur utama dalam Implementasi Relationship Marketing ... 26

2.2.13 Relationsip Marketing dalam Social Media ...................................... 27

2.2.14 Social Media Strategy Wheel ................................................................... 28

2.3 Kerangka Pemikiran ....................................................................................... 29

BAB III METODE PENILITIAN..................................................................................... 32

3.1 Paradigma Penelitian ..................................................................................... 32

3.2 Jenis dan Sifat Penelitian ............................................................................... 32

3.3 Metode Penelitian .......................................................................................... 33

3.4 Key Informan dan Lokasi Penelitian .............................................................. 33

3.5 Teknik Pengumpulan Data ............................................................................. 35

3.5.1 Data Primer .......................................................................................... 35

3.5.2 Data Sekunder ..................................................................................... 36

3.6 Teknik Keabsahan Data ................................................................................. 36

3.7 Teknik Analisa Data ...................................................................................... 37

3.8 Tabel Fokus Penelitian ................................................................................... 38

BAB IV HASIL PENELITIAN DAN PEMBAHASAN .................................................. 39

4.1 Objek Penelitian ............................................................................................. 39

4.1.1 Batik Air ........................................................................................ 39

4.1.2 Gambaran Umum Batik Air ........................................................... 39

4.1.3 Sejarah Batik Air ........................................................................... 39

4.1.4 Logo Batik Air ............................................................................... 40

4.1.5 Visi Misi Batik Air ........................................................................ 41


xii

4.1.6 Struktur Organisasi .............................................................................. 41

4.2 Hasil Penelitian .............................................................................................. 42

4.2.1 Social Media Batik Air ........................................................................ 43

4.2.2 Customer Engagement ........................................................................ 47

4.2.3 Program Loyalitas untuk Pelanggan Batik Air(BFF card) .................. 52

4.2.4 Engagement Strategy ........................................................................... 57

4.2.4.1 Kualitas, Kepuasan Pelanggan dan Kepercayaan Batik Air ............. 62

4.2.4.2 Say Positive Things (Menunjukan) ................................................... 63

4.2.4.3 Merekomendasikan .......................................................................... 64

4.2.4.4 Pembelian Berulang ......................................................................... 65

4.3 Pembahasan ................................................................................................... 68

4.3.1 Social Media Strategy Wheel ............................................................... 69

4.3.1.1 Audit/Discovery ............................................................................... 69

4.3.1.2 Budget ............................................................................................... 70

4.3.1.3 Goals ................................................................................................ 71

4.3.1.4 Audience Profile ............................................................................... 72

4.3.1.5 Objective ........................................................................................... 72

4.3.1.6 Distribution Strategy ........................................................................ 73

4.3.1.7 Content/Communication Strategy .................................................... 73

4.3.1.8 Measurement Strategy ...................................................................... 74

4.3.1.9 Engagement Strategy ........................................................................ 76

4.3.1.10 Tracking and Monitoring ............................................................... 77

4.3.1.11 Distribution Channel ...................................................................... 77

4.3.1.12 Optimize Content Creation ............................................................. 78

4.3.1.13 Measure Leads/Sales/Brand Lift/Awareness HighValue ................ 79

4.3.1.14 Engagement 2 Way Conversation, Experience ............................... 83


xiii

4.3.1.15 Tracking and Monitoring Software ................................................ 83

4.3.1.16 Unsur-unsur Relationship Marketing Batik Air ............................. 84

BAB V KESIMPULAN DAN SARAN ............................................................................ 91

5.1 Kesimpulan .................................................................................................... 91

5.2 Saran .............................................................................................................. 92

5.2.1 Saran Akademis ..................................................................................... 92

5.2.2 Saran Praktis .......................................................................................... 92

DAFTAR PUSTAKA ....................................................................................................... 93


xiv

DAFTAR GAMBAR

Gambar 1.1: Maskapai Lion Air Group rute ke Pelosok Indonesia .............................. 2

Gambar 1.2 Insiden kecelakaan Maskapai Lion Air Group ......................................... 3

Gambar 1.3 Batik Air OTP terbaik Se-Asia Tenggara ................................................. 4

Gambar 1.4 Batik Air Maskapai paling On-Time se-Asia Tenggara ............................ 4

Gambar 1.5 Batik Air maskapai paling On-Time se-Asia Tenggara ............................ 5

Gambar 1.6 Tips-tips dunia penerbangan ..................................................................... 7

Gambar 1.7 Interaksi melalui kolom komentar instagram Batik Air ........................... 8

Gambar 1.8 Tampilan awal website BFF (Batik Frequent Flyer) ............................... 9

Gambar 2.1 Social Media Strategy Wheel .................................................................. 29

Gambar 4.1 Logo Batik Air ........................................................................................ 39

Gambar 4.2 Batik Air Full Service ............................................................................. 40

Gambar 4.3 Logo Batik Air ........................................................................................ 40

Gambar 4.4 Official instagram Batik Air ................................................................... 44

Gambar 4.5 Konten official instagram Batik Air ....................................................... 44

Gambar 4.6 Official Twitter Batik Air ........................................................................ 46

Gambar 4.7 Aktivitas Twitter Batik Air ..................................................................... 46

Gambar 4.8 Official Facebook Batik Air .................................................................... 47

Gambar 4.9 Publikasi tips-tips Penerbangan Batik Air .............................................. 51

Gambar 4.10 Interaksi games Batik Air ..................................................................... 51

Gambar 4.11 Publikasi nstagram BBF card (Batik Frequent Flyer) ......................... 52

Gambar 4.12 Bentuk BFF card (Batik Frequent Flyer) ............................................ 53


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Gambar 4.13 Benefit BBF card (Batik Frequent Flyer) ............................................ 54

Gambar 4.14 Tampilan website Batik Air mendaftar BBF card ................................ 56

Gambar 4.15 Interaksi pelanggan di kolom komentar instagram Batik Air .............. 60

Gambar 4.16 Salah satu press release yang di blast ................................................... 61

Gambar 4.17 Komentar pelanggan di instagram ........................................................ 64

Gambar 4.7 Aktivitas Pembuatan Iklan Batik Air ...................................................... 71

Gambar 4.18 Story Instagram Games ......................................................................... 73

Gambar 4.19 Konten menarik interaksi Followers ..................................................... 74

Gambar 4.20 Pengukuran new followers .................................................................... 75

Gambar 4.21 Pengukuran Likes Instagram Batik Air ................................................. 75

Gambar 4.22 Social Media Batik Air menanggapi customers .................................... 76

Gambar 4.23 Tips-Tips Penerbangan pada instagram Batik Air ................................ 78

Gambar 4.24 Post Rute baru pada instagram Batik Air ............................................. 79

Gambar 4.24 Tracking Instagram followers Batik Air ............................................... 79

Gambar 4.25 Tracking instagram most Likes ............................................................. 80

Gambar 4.26 Tracking facebook fans ......................................................................... 81

Gambar 4.27 Most Likes facebook .............................................................................. 81

Gambar 4.28 Tracking twitter followers ..................................................................... 82

Gambar 4.29 Tracking post twitter Batik Air ............................................................. 83

Gambar 4.30 Batik Air Lounge ................................................................................... 86

Gambar 4.31 Batik Air full service ............................................................................. 86

Gambar 4.32 Data jumlah member BFF card (Batik Frequent Flyer) ...................... 89

Gambar 4.33 Quiz Instgram Batik Air ........................................................................ 90


xvi

Gambar 4.34 Quiz Instagram Batik Air ...................................................................... 90


xvii

DAFTAR BAGAN

Bagan 2.1 Kerangka Pemikiran.............................................................................. 28

Bagan 4.1 struktur organisasi Lion Air Group ....................................................... 39

Bagan 4.23 Tracking instagram followers Batik Air ............................................. 75

Bagan 4.25 tracking facebook fans ........................................................................ 77

Bagan 4.27 Tracking twitter followers ................................................................... 79


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DAFTAR TABEL Tabel 2.1: Penelitian Terdahulu ............................................................................ 13

Tabel 3.8 Tabel Fokus Penelitian ........................................................................... 36


Strategi social media, Nadya Maharani, FIKOM UMN, 2019

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