MEMBENTUK KARAKTER MUSEUM DI ERA DIGITAL: ANALISIS STRATEGI SOCIAL MEDIA MARKETING DALAM MEMPERKUAT PERSONALITY BRAND MUSEUM GEOLOGI SEBAGAI SMART MUSEUM

    Kinanti Putri Emanika, - and Rini Andari, - and Rijal Khaerani, - (2025) MEMBENTUK KARAKTER MUSEUM DI ERA DIGITAL: ANALISIS STRATEGI SOCIAL MEDIA MARKETING DALAM MEMPERKUAT PERSONALITY BRAND MUSEUM GEOLOGI SEBAGAI SMART MUSEUM. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Pada era digital, social media marketing (SMM) menjadi strategi utama dalam membentuk personality brand dan menjangkau audiens secara luas, termasuk pada sektor edukasi seperti museum. SMM memungkinkan institusi membangun hubungan interaktif dan memperkuat daya tarik melalui ruang digital. Penelitian ini bertujuan untuk menganalisis strategi social media marketing yang digunakan Museum Geologi dalam memperkuat personality brand sebagai smart museum, serta menganalisis perspektif wisatawan terhadap strategi tersebut. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui in-depth interview dan semi-structured interview terhadap 3 pengelola Museum Geologi dan 21 wisatawan, serta observasi melalui media sosial. Hasil penelitian menunjukkan bahwa Museum Geologi telah berhasil menggunakan berbagai platform yang dinilai “mainstream” sebagai salah satu strategi yang digunakan dalam strategi social media marketing dengan memperhatikan karakteristik dari setiap platform serta segmentasi audiens. Konsistensi dan keteraturan dalam publikasi konten juga menjadi fokus penting. Konten yang diunggah oleh Museum Geologi tidak hanya memberikan informasi secara umum, tetapi juga edukatif sesuai dengan tren digital saat ini. Museum Geologi memanfaatkan berbagai fitur pada media sosial yang digunakan seperti feeds, reels, story, direct message, caption, hashtag, bio, audio atau music, bahkan kolaborasi dengan pengunjung. Temuan lain menunjukkan bahwa informasi yang disampaikan oleh Museum Geologi diterima dengan baik oleh wisatawan, dinilai informatif, edukatif, serta mencerminkan karakter yang modern dan adaptif terhadap teknologi. Hal ini membentuk persepsi Museum Geologi sebagai smart museum dan menegaskan keberhasilan strategi social media marketing dalam memperkuat personality brand melalui media sosial. In the digital era, social media marketing (SMM) has become a key strategy in shaping personality brands and reaching wider audiences, including in the educational sector such as museums. SMM enables institutions to build interactive relationships and enhance appeal through digital platforms. This study aims to analyze the social media marketing strategies employed by the Museum Geologi in strengthening its personality brand as a smart museum, as well as to explore visitor perspectives on these strategies. This research uses a qualitative approach with a case study method. Data were collected through in-depth and semi-structured interviews with 3 museum management team and 21 visitors, supported by social media observations. The results show that the Museum Geologi has successfully utilized various mainstream platforms as part of its SMM strategy by adapting to each platform's characteristics and audience segmentation. Content consistency and regularity are also emphasized. The content shared by the Geological Museum is not only informative but also educational and aligned with current digital trends. The museum maximizes various social media features such as feeds, reels, stories, direct messages, captions, hashtags, bios, audio or music, and even collaborations with visitors. Further findings indicate that the information shared by the museum is well-received by visitors perceived as informative, educational, modern, and technologically adaptive. This has fostered the perception of the Museum Geologi as a smart museum and highlights the effectiveness of social media marketing in strengthening its personality brand.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=id&authuser=1 SINTA ID Dosen Pembimbing Rini Andari: 6000526 Rijal Khaerani: 6722119
    Uncontrolled Keywords: Strategi Social Media Marketing, Personality Brand, Smart Museum, Museum Social Media Marketing Strategy, Personality Brand, Smart Museum, Museum
    Subjects: A General Works > AM Museums (General). Collectors and collecting (General)
    H Social Sciences > HD Industries. Land use. Labor
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
    Depositing User: Kinanti Putri Emanika
    Date Deposited: 12 Aug 2025 09:08
    Last Modified: 12 Aug 2025 09:08
    URI: http://repository.upi.edu/id/eprint/135197

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