Latifah, PutriAthyaCandra (2013) Narrative Study of Emotion Marketing : The Uses of Twitter at @HIJUP. Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini ditetapkan untuk memahami peran Twitter sebagai media Inter Alia pada @hijup menggunakan konsep pemasaran emosi secara khusus pada EMSE ES (Energi, Ekuitas, dan Pengalaman). Penelitian ini menggunakan penelitian kualitatif dan beberapa kuesioner online yang diadakan dengan direktur pelaksana Hijup.com, @hijup administrator, dan @hijup pengikut dan pelanggan. Wawancara dikodekan dan dianalisis melalui semiotika dan analisis konten, yang membagi jawaban ke setiap elemen emosional ES (energi, ekuitas dan pengalaman). Temuan utama dalam penelitian ini adalah bahwa Twitter di Hijup.com berhasil membangun hubungan emosional antara perusahaan dan pelanggan, seperti yang disebutkan di Inter Alia Media Ory. Koneksi emosional ini menghibur pelanggan dan hijup.com dapat membawa emosi ke tingkat strategis. Penelitian dilakukan secara online saja, yang tidak bisa dilakukan oleh peneliti Skype karena jadwal ketat dan keterbatasan gadget. Beberapa undangan gagal untuk beberapa pelanggan yang ditargetkan karena periode pengumuman singkat. Kertas menawarkan peran wawasan media sosial, terutama Twitter dan koneksi dengan emosi pelanggan.
English Abstract
This study set forth to understand role of Twitter as an inter alia media on @HijUp using Emotion Marketing concept specifically at Emotional Es (Energy, Equity, and Experience). This study is using qualitative research and a several numbers of online questionnaires were held with Managing Director of HijUp.com, @HijUp administrator, and @HijUp followers and customers. interviews were coded and analyzed through semiotics and content analysis, which divides answers into each elements of Emotional Es (Energy, Equity and Experience). main finding in this study was that Twitter at HijUp.com succeed to build an emotional connection between company and customers, as mentioned at inter alia media ory. This emotional connection comforts customers and HijUp.com able to bring emotion into a strategic level. research were conduct online only, which researcher cant conduct skype interview due to tight schedule and gadget limitations. Some failed invitation to some targeted customers because of short period of announcement. paper offers insight role of social media, especially Twitter and connection of it with customers` emotion.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.872/LAT/n/041502260 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Samsul Arifin |
| Date Deposited: | 01 Apr 2015 15:15 |
| Last Modified: | 01 Apr 2015 15:15 |
| URI: | http://repository.ub.ac.id/id/eprint/160043 |
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