Strategi Hubungan Masyarakat Smesco Indonesia Dalam Mengampanyekan Produk Ukm Di Ajang Asian Games 2018 Melalui Media Sosial Instagram

Abstract

The public relations strategy of SMESCO Indonesia is an important matter which is the
responsibility of public relations practitioners. To improve the economy of the Indonesian people,
SMESCO is here to be able to improve the image of SMEs in the international market through Instagram.
Asian Games is an Asian level event which is held every four years. In the 2018 Asian Games SMESCO
Indonesia became one of the official shopping destinations of the 2018 Asian Games. The researcher was
interested and got the problem formulation in this research namely how the SMESCO Indonesia Public
Relations strategy in campaigning for SME products in the 2018 Asian Games through Instagram social
media, with the aim to find out how SMESCO Indonesia's Public Relations strategy in campaigning for
SME products at the 2018 Asian Games through social media Instagram. The campaign carried out by
SMESCO Indonesia public relations is through publication through social media Instagram by posting
SME products and also about the 2018 Asian Games. This research uses the Two Way Asymmetrical
model by Grunig. This study uses the post-positivism paradigm and through a qualitative approach with
descriptive qualitative research methods. The research data collection techniques were in-depth
interviews, non-participant observation, literature study, documentation and other data sources. The
results of this research SMESCO Indonesia's Public Relations are quite good in running SME product
campaigns by applying the Two Way Asymmetrical model. As a source (source) in conveying information,
public relations SMESCO Indonesia always dominates. In persuasive communication the PR team creates
interesting and eye-catching content, then uses a hashtag that can persuade the public. The public from
Instagram SMESCO Indonesia is currently more targeted at millennial generation. Building a relationship
with the public, SMESCO Indonesia's Public Relations always provides interactive information. Feedback
obtained by SMESCO Indonesia Public Relations through social media Instagram in the form of likes,
comments and direct messages. SMESCO Indonesia gets pretty good results. In terms of sales increased
and Instagram social media followers increased.