IMPLEMENTASI DIGITAL PUBLIC RELATIONS MELALUI MEDIA SOSIAL TIKTOK @INFOBANKOFFICIAL DALAM MEMPERKUAT BRAND IMAGE PT INFOBANK MEDIA GROUP
DOI:
https://doi.org/10.71282/jurmie.v2i10.1084Keywords:
Digital Public Relations, TikTok, Brand Image, Infobank Media GroupAbstract
This research aims to analyze the implementation of Digital Public Relations (Digital PR) conducted by PT Infobank Media Group through its official TikTok account, @InfobankOfficial, in strengthening its brand image as a credible, educational, and adaptive financial media institution in the era of digital communication. The phenomenon stems from the shifting information consumption patterns of the younger generation, who are increasingly active on short-form video platforms such as TikTok. This study employs a qualitative descriptive case study method. Data were collected through in-depth interviews with three key informants (Business Development Manager, Social Media Specialist, and Assistant Manager of Infobank), two external triangulators, and direct observation of @InfobankOfficial TikTok content. Data were analyzed through stages of reduction, presentation, and conclusion drawing. The findings reveal that Infobank implements a Digital PR strategy by utilizing TikTok’s features—short videos, viral sounds, educational captions, and interactive tools—to deliver financial literacy messages in an engaging and easily digestible way. The use of two-way communication and adaptation to social media trends proved effective in increasing user engagement and strengthening the public perception of Infobank’s brand image as a modern, professional, and responsive financial media institution. This study highlights the importance of integrating creative content with educational value in Digital PR strategies to build a positive reputation and sustain audience trust in the digital communication era.
Downloads
References
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356. https://doi.org/10.2307/3151897
Amartha, R., & Anwar, F. (2023). Strategi komunikasi digital dalam membangun brand image lembaga pendidikan. Jurnal Komunikasi Digital, 5(2), 77–89.
Annur, C. M. (2020). Perkembangan pengguna TikTok di Indonesia dan dampaknya terhadap media digital. Katadata Insight Center Report.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Thousand Oaks, CA: SAGE Publications.
Cutlip, S. M., Center, A. H., & Broom, G. M. (2011). Effective public relations (11th ed.). Upper Saddle River, NJ: Pearson Education.
Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE handbook of qualitative research (5th ed.). Thousand Oaks, CA: SAGE Publications.
Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication, 43(4), 51–58. https://doi.org/10.1111/j.1460-2466.1993.tb01304.x
Fisher, W. R. (1987). Human communication as narration: Toward a philosophy of reason, value, and action. Columbia: University of South Carolina Press.
Grunig, J. E., & Hunt, T. (1984). Managing public relations. New York, NY: Holt, Rinehart & Winston.
Heath, R. L. (2010). The SAGE handbook of public relations. Thousand Oaks, CA: SAGE Publications.
Ishihara, D., & Oktavianti, N. (2021). Strategi komunikasi digital dan efektivitas media sosial dalam membangun reputasi organisasi. Jurnal Komunikasi Profesional, 5(1), 23–36.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kasmad, R. (2019). Implementasi komunikasi organisasi dan strategi komunikasi publik. Yogyakarta: Deepublish.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Harlow, England: Pearson Education Limited.
Lattimore, D., Baskin, O., Heiman, S. T., Toth, E. L., & Van Leuven, J. K. (2013). Public relations: The profession and the practice (4th ed.). New York, NY: McGraw-Hill.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. Beverly Hills, CA: SAGE Publications.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). Thousand Oaks, CA: SAGE Publications.
Moleong, L. J. (2019). Metodologi penelitian kualitatif (Edisi revisi). Bandung: PT Remaja Rosdakarya.
Parapat, D. A., & Azhar, R. (2022). Pengaruh media sosial berbasis video terhadap keterlibatan audiens muda di Indonesia. Jurnal Komunikasi Nusantara, 4(2), 91–103.
Patton, M. Q. (2015). Qualitative research and evaluation methods (4th ed.). Thousand Oaks, CA: SAGE Publications.
Pardianti, D., Suryani, T., & Wijayanti, E. (2022). Circular model of digital public relations in Indonesian organizations. Jurnal Ilmu Komunikasi Indonesia, 7(1), 45–58.
Purwanti, H., & Romli, A. (2022). Strategi komunikasi digital dan efektivitas pesan organisasi di media sosial. Jurnal Penelitian Komunikasi dan Media Massa, 5(3), 201–214.
Rahayu, D. (2022). Citra merek dan loyalitas pelanggan di era digital marketing. Jakarta: Rajawali Pers.
Rahmana, R. (2022). Strategi konten media sosial dan peningkatan engagement publik. Jurnal Komunikasi dan Media Baru, 4(2), 110–125.
Smith, R. D. (2021). Strategic planning for public relations (6th ed.). New York, NY: Routledge.
Spradley, J. P. (2016). Participant observation. Long Grove, IL: Waveland Press.
Statista. (2023). TikTok global user statistics 2023. Retrieved from https://www.statista.com/statistics/tiktok
Sugiyono. (2018). Metode penelitian kualitatif, kuantitatif, dan R&D. Bandung: Alfabeta.
Wilcox, D. L., & Cameron, G. T. (2012). Public relations: Strategies and tactics (10th ed.). Boston: Pearson Education.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). Thousand Oaks, CA: SAGE Publications.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Muhammad Mahesa Rizieq Akbar, Tria Patrianti (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
