Strategi Komunikasi Cakra Abhipraya Responsif di Instagram dalam Mengajak Gen Z pada Program Kemanusiaan - Tesalonika, Marcela; Junaidi, Ahmad (Koneksi, 2023)
It is undeniable that the natural disasters that occurred in Indonesia caused so many negative impacts on the lives of the people who were affected. After a natural disaster, many people took part in helping the authorities on duty. One of the non-profit organizations engaged in the field of humanitarian volunteers is Responsive Abhipraya Cakra. The purpose of this study was to find out how the communication strategy used by Cakra Abhipraya was Responsive in inviting Gen Z to humanitarian programs. This research was carried out because there has been no research that discusses the concept of a non-profit social organization communication strategy that works for humanitarian programs on social media. Theories or concepts applied to this research are communication strategy, social media, Instagram and organizational communication. The research uses a descriptive qualitative approach as well as a case study research method. Data from the results of this study were obtained based on participant observation, documentation and the results of unstructured interviews with four sources. The results of the study stated that the communication strategy was carried out by packaging content that contained good and informative messages, and knowing which media channels were more frequently used by the audience. Bencana alam yang terjadi di Indonesia menimbulkan begitu banyak dampak negatif bagi kehidupan masyarakat yang terdampak. Pasca bencana alam, banyak pihat turut serta membantu pihak berwenang yang bertugas, salah satu organisasi non-profit yang bergerak di bidang relawan kemanusiaan adalah Cakra Abhipraya Responsif. Tujuan penelitian ini adalah untuk mengetahui bagaimana strategi komunikasi yang dilakukan Cakra Abhipraya Responsif dalam mengajak Gen Z pada program kemanusiaan. Penelitian ini dilaksanakan karena belum terdapat penelitian yang membahas konsep strategi komunikasi organisasi sosial bersifat non- profit yang bergerak untuk program kemanusiaan di media sosial. Teori atau konsep yang dikenakan pada penelitian adalah strategi komunikasi, media sosial, Instagram serta komunikasi organisasi. Penelitian memakai pendekatan kualitatif deskriptif juga metode penelitian studi kasus. Data dari hasil penelitian ini diperoleh berdasarkan observasi partisipan, dokumentasi dan hasil wawancara tidak ter-struktur dengan empat narasumber. Hasil penelitian menyatakan bahwa strategi komunikasi dilakukan dengan cara mengemas konten yang berisikan pesan secara baik dan informatif, serta mengetahui saluran media yang lebih sering digunakan oleh para khalayak.