Penggunaan Media Sosial dalam Aktivitas Digital PR Hotel-hotel di Kota Kupang

Veki Edizon Tuhana; Abner P.R Sanga; Roky Konstantin Ara

doi:10.33508/jk.v13i2.6098

Penggunaan Media Sosial dalam Aktivitas Digital PR Hotel-hotel di Kota Kupang

Veki Edizon Tuhana, Abner P.R Sanga, Roky Konstantin Ara

Abstract

This study aims to describe the use of social media in digital public relations (PR) activities at hotels in Kupang. While research on digital PR in various regions has been extensively conducted with diverse methods and findings, studies specifically focusing on digital PR activities in hotels, particularly in Kupang, are still relatively scarce. Although social media has been widely used in digital PR in major cities, studies specifically targeting Kupang remain limited. This research adopts a constructivist (qualitative) approach and employs observation (of social media texts) and interviews for data collection. The study focuses on six hotels and informants in the city of Kupang. The main objective is to explore how social media is utilized by hotels in Kupang. The findings of this study indicate that social media in digital PR activities is primarily directed towards persuasive information, such as advertisements or promotions, as well as general information about the hotels. Additionally, the study reveals that the impact of social media use includes increased public engagement through responses and the use of multiple social media accounts to disseminate information about the products and services offered by the hotels in Kupang.

ABSTRAK

Penelitian ini bertujuan mendeskripsikan penggunaan media sosial dalam aktivitas digital PR pada hotel-hotel di kota Kupang. Penelitian tentang digital PR di berbagai daerah sudah banyak dilakukan dengan metode dan temuan yang cukup beragam. Namun berdasarkan pantauan tim peneliti ke beberapa jurnal penelitian khususnya penelitan terkait dengan aktivitas digital PR pada hotel-hotel masih sangat jarang dilakukan khususnya di Kota Kupang. Meskipun media sosial telah banyak digunakan dalam PR digital di berbagai kota besar, studi spesifik di Kupang masih terbatas. Penelitian ini menggunakan pendekatan konstruktivisme (kualitatif) dan metode observasi (pada teks media sosial) dan wawancara dalam pengumpulan data. Jumlah hotel dan informan yang diteliti ada enam di kota Kupang. Fokus penelitian ini untuk menemukan penggunaan media sosial pada hotel-hotel di kota Kupang. Hasil penelitian menunjukkan bahwa penggunaan media sosial dalam aktivitas digital PR di arahkan pada informasi persuasif yaitu iklan atau promosi dan informasi umum yang dilakukan di hotel-hotel. Selain itu dampak yang ditumbulkan adalah adanya keterlibatan publik dalam memberikan tanggapan dan penggunaan lebih dari satu akun media sosial dalam menginformasikan produk dan jasa yang ditawarkan di Hotel-hotel di kota Kupang.

Keywords

Media Sosial; Digital PR; Computer Mediated Communication; Analisis Media Siber

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DOI: https://doi.org/10.33508/jk.v13i2.6098