Partisipasi Anggota dan Pemanfaatan Instagram dalam Interaksi Komunitas Brand Ria Miranda

Satya Herlina Armananti, Donna Asteria
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Abstract

Communities can be formed from groups of people who have the same passion. In the life of modern society, the definition of community has developed so that it can form a brand community, which is a community of people with an interest in the same brand. Ria Miranda Loyal Customer (RMLC) is brand community of Ria Miranda. Community members scattered throughout the territory of Indonesia caused this community divided according to their respective regions. Geographically separated does not cause the strength of this community inferior to other communities. In every community the brand community is no exception, every member has needs that can be met through their participation in the community. Members in the brand community interact to fulfill needs and develop relationships between members. A strong community is a community that can unite a variety of individuals and can meet each other's needs and on the other hand can meet the needs of other individuals. This study aims to see how the participation of RMLC community members and the use of Instagram as a social media that supports community interaction. The results showed that interaction in the community occurred through the participation of community members consisting of member-to-member interactions and member-activity involvement. This is demonstrated through interpersonal communication done between members of the community and the involvement of members in activities organized by the community. Participation in interacting with each member can foster stronger ties between community members. Instagram plays an important role as a social media that members use to meet their needs in terms of sharing information related to brand products and references on product use. Likes and comments as an Instagram feature help build closer relationships between community members.

 

Komunitas dapat terbentuk dari sekelompok orang yang memiliki kegemaran yang sama. Dalam kehidupan masyarakat modern, definisi komunitas mengalami perkembangan sehingga dapat terbentuk sebuah brand community, yang merupakan komunitas sekelompok orang dengan minat pada sebuah brand yang sama. Ria Miranda Loyal Customer (RMLC) merupakan komunitas penggemar brand Ria Miranda. Anggota komunitas yang tersebar di seluruh wilayah Indonesia menyebabkan komunitas RMLC dibagi menurut wilayah masing-masing. Terpisahkan secara geografis tidak menyebabkan kekuatan komunitas ini kalah dengan komunitas lainnya. Dalam setiap komunitas tak terkecuali brand community, setiap anggota memiliki kebutuhan yang dapat dipenuhi lewat keikutsertaannya dalam komunitas. Anggota-anggota dalam brand community melakukan interaksi untuk pemenuhan kebutuhan dan pengembangan hubungan antar sesama anggota. Komunitas yang kuat adalah komunitas yang dapat menyatukan beragam individu dan dapat memenuhi kebutuhan masing masing dan di sisi lain dapat memenuhi kebutuhan individu lainnya. Penelitian ini bertujuan untuk melihat bagaimana partisipasi anggota komunitas RMLC dan penggunaan Instagram sebagai media sosial yang menunjang interaksi komunitas. Hasil penelitian menunjukkan bahwa interaksi dalam komunitas terjadi melalui partisipasi anggota komunitas yang terdiri dari member-to-member interactions dan member-activity involvement. Hal ini ditunjukkan melalui komunikasi yang dilakukan secara interpersonal antar anggota komunitas satu sama lain serta keterlibatan anggota dalam kegiatan yang diselenggarakan komunitas. Partisipasi dalam berinteraksi yang dilakukan masing-masing anggota dapat menumbuhkan ikatan yang lebih kuat antar anggota komunitas. Instagram berperan penting sebagai media sosial yang digunakan para anggota untuk memenuhi kebutuhan mereka dalam hal berbagi informasi terkait produk brand dan referensi penggunaan produk. Likes dan comment sebagai fitur Instagram membantu membangun hubungan yang semakin akrab antar anggota komunitas. 

Keywords

Brand Community; Interaction; Participation; Instagram; interaksi; komunitas brand; partisipasi

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