Choirunnisa, Nisrina and Maulina Pia Wulandari, S.Sos., M.Kom., Ph.D. and Syahirul Alim,, S.sos., M.Si. and Nilam Wardasari, , S.I.Kom., M.I.Kom. (2024) Analisis Community Relationship Management Komunitas RUBI dalam Event “RUBI Gathering”. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis penerapan Community Relationship Management (CoRM) dalam event RUBI Gathering oleh Komunitas RUBI yang merupakan komunitas dari merek kecantikan Avoskin. Penelitian ini menggunakan metode kualitatif deskriptif dengan pengumpulan data melalui Focus Group Discussion (FGD) dan studi dokumentasi. Hasil penelitian menunjukkan bahwa penerapan Community Relationship Management efektif dalam membangun interaksi dan keterlibatan anggota, baik secara online maupun offline. Publikasi event melalui media sosial dan platform online lainnya memudahkan anggota untuk berbagi pengalaman dan meningkatkan relasi serta pengetahuan tentang produk kecantikan. Event offline seperti RUBI Gathering memberikan dampak positif terhadap keterlibatan anggota dalam komunitas online, memperkuat solidaritas, dan meningkatkan loyalitas terhadap merek. Penelitian ini memberikan kontribusi penting bagi literatur manajemen hubungan komunitas, khususnya dalam konteks komunitas virtual dengan pertemuan rutin offline.
English Abstract
This study aims to analyze the implementation of Community Relationship Management (CoRM) in RUBI Gathering event by the RUBI Community, which is a community of beauty brand Avoskin. This research uses a descriptive qualitative method with data collection through Focus Group Discussion (FGD) and documentations studies. The results of the study show that the implementation of Community Relationship Management is effective in building interaction and member engagement, both online and offline. Evnet publication through social media and other online platforms makes it easier for members to share experiences and enhance relationship as well as knowledge about beauty products. Offline events such as the RUBI Gathering have a positive impact on member engagement in the online community, strengthening solidarity, and increasing brand loyalty. This research provides significant contributions to the literature on community relationship management, especially in the context of virtual communities with regular offline meetings.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052411 |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 11 Dec 2024 08:11 |
| Last Modified: | 11 Dec 2024 08:11 |
| URI: | http://repository.ub.ac.id/id/eprint/230926 |
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