1

CHAPTER I

INTRODUCTION

1.1. Background

Nowadays it has become an interesting phenomenon that the growth in

technology advancement supported by the increasing market demand on

information and communication. Technology has been evolving so rapidly

making it easier for the way how to communicate between individuals and

organisations, especially Internet. It has amazed us tremendously on

how quickly and easily to get the needed information. Internet as an inseparable

part of communication media, will help human to communicate efficiently by

reducing cost of time and money.

Internet has proven its role as a solution to eliminate the limitation of time

and place when communicating to each other. Because of it, people will be able

to communicate without the need of seeing face to face or even more people

can communicate with more than one person at the same time, with the most

efficient cost compared to the conventional telephone call (Sukmana, 2010). In

the history of telecommunication, intenet has earned its place by showing

its rapid growth of internet users. Internet has become the first reference for

people when it comes to information searching. This happens mainly in the

several developed countries in Europe, America and some are in Asia.

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Simultaneously there are variances of communication tools that occur in

respond with the rapid growth of internet itself. Nowadays, when people talk

about Internet, communication, and interaction, eventually it will point to social

media, which now has been the popular trending in public.

The meaning of social media now is still growing and has become the

most talkabout and interest for everyone in the world. One basic definition of

social media is a process in which every individual can communicate and get

information through online system (Nair & Madhavan, 2013).

In the beginning, the smart phone users are mainly the young

professionals, who are actively using it to assist in their daily jobs and a means

to communicate among each other. With further improvement, the smart phone

users has spread widely not only the young professionals, but also all levels of

society locally in Indonesia, or even abroad. Nowadays, everyone around the

world is connected through the internet and social media, regardless in the most

crowded population or the least populated area (www.android.or.id).

The usage of internet or social media cannot be seen lightly, because the

development in technology has also supported its growth. The advancement in

technology can be seen in the growing variety of telecommunication and

communication gadget nowadays. The growth of smart phone technology has

also shaped the internet users behaviour in general. It is supported also by the

number of smart phone users has been growing significantly every year.
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Currently, internet is the new medium of promotion, which is able to

surpass conventional medias performance. The emerging social network has

attracted much more trustable public opinions, most are collected from many

communities, compared to the conventional ones through TV commercials,

radio, and print media.

Some of social networking sites which are popular among public, are

Facebook, Twitter, MySpace, LinkedIn and Instagram. Now there are more than

150 millions of Facebook users in the world, have accessed Facebook website

more than 3 billion minutes in one day (Nair and Madhavan, 2013).Facebook,

Twitter and Instagramattracts various types of people to join, however, the fact

states that the category of people who aremostly interested in using these

applications is teenager. Facebook, Twitter and Instagramactually can affect all

levels of society, therefore it is useful in promoting business related activities for

the company.

The companys goalsof using social network sites or applications such as

Facebook, Twitter and Instagram, are to promote everything from A to Z, to

shape or to define certain personal image or an institution image, as well as to

announce news or an event to their subscribers or followers.

Facebook users in Indonesia at first, was dominated by the middleclass

who had internet access. Most of them are students, workers, public figures, and

some politicians. Currently the Facebook users have become more widely

spread on every level of society. As the social media site in Indonesia grew
 4

more popular, many media has upgraded considerably their methods of

communication to utilize with many Facebooks feature

(www.andibagus.blogspot.com).

The number of active internet user in the world now has reached 31.7

billions. From year to year, this number grows significantly as much as 7.6%

every year. The growth of internet users simultaneously affects the growth of

social media and mobile users. Currently it is reported that the number of social

media user has reached 2.2 billions, and the number of mobile user as much as

3.7 billions.

The most significant growth comes from the users who access social

media through the mobile platform. For social media, Facebook currently still

dominate as the most used social media application, with the amount of users

almost reach 1.5 billions. Twitter follows in second with 316 millions, and

followed by with 300 thousands see on Figure 1.1..

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Figure.1.1
Active Users By Social Media Flatform

Source : http://wearesocial.sg/blog/2015/08/global-statshot-august-2015/

Based on the above data that clearly see the importance of social

medias role in the communities. While many levels of society are enjoying many

features social media applications such as Facebook, Twitter and Instagram,

these has also become as the media to socialize, to communicate, and to serve

as the search engine for limitless interesting topics with ease.

As a developing country, Indonesia has placed as no 1 country with the

most internet and social media users, compared to other ASEAN countries. The

number of internet users based on July 2015 data, reaches 88.100.000 users,

while the number of social media users reaches 74.000.000. ASEAN country

that has the lowest number of internet penetration is Myanmar, see on Figure

1.2.
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Figure 1.2

Source : https://id.techinasia.com/laporan-pengguna-website-mobile-
media-sosial-indonesia/

The usage of internet or social media cannot be seen lightly, because the

development in technology has also supported its growth. The advancement in

technology can be seen in the growing variety of telecommunication and

communication gadget nowadays. The growth of smart phone technology has

also shaped the internet users behaviour in general. It is supported also by the

number of smart phone users has been growing significantly every year

(www.blog.idkeyword.com).

With the increasingly improved technology, more companies are using

social media, as a tool for public relations activity in improving brand awareness
 7

in the market both for theirproducts and the organization themselves. In addition

to that, Facebook and Twitter right now has become the bridge to connect

between sellers with their buyers or customers to company to be more updated

about the companys progress, maybe new projectsor breakthroughs. The

functionality of these social media has become one of the major activities for

Electronic PR practices. In conjunction to these social media usage,companys

E-PR is also heavily using a website to portray a clear image of the company.

These are to help and smooth the process of promotion and to improve brand

awareness of the company.

Social media in general is used by the public relationss manager as the

strategy to project image, to communicate to customers and to promote its

brand. Activities performed through social media Facebook and Twitter can

achieve more efficient result than many other conventional media such as radio,

television, and newspapers. Beside the lower cost of using social media

compared to the cost of using conventional media, the ongoing development of

technology allows the ease of access to all communities regardless of time and

location with their computers or smartphones.With these main advantages

compared to the conventional media, Facebook and Twitter are considerably

helping and supporting the role and activities of public relations manager in the

company.

Mall of Indonesia is a shopping mall in Kelapa Gading Square, North

Jakarta. Mall of Indonesia is one of the retail business property from PT. Agung
 8

Sedayu Group Tbk (PT ASG, tbk). PT ASG, TBK is one of the largest properties

developers in Indonesia, which has been established more than 40 years ago.

Mall of Indonesia, commonly called as MOI, was established since 18 April 2008

with 1000 square metres in coverage area. This mall is known as a Family Mall,

with B and B+ class market segment. The concept of family mall is supported by

the children playing ground, known as MOILAND, with its much larger size

compared to most in other malls in Jakarta. Like many other shopping centers,

to attract more patronages, MOI presents lots of events related to family

activities, such as competitions, exhibitions, workshops and attractive shopping

programs. To promote every event while also to maintain its concept as a family

mall, MOI uses several means of promotion via ATL, BTL and engaging public

relations through the digital social media such as Facebook, Twitter, Instagram,

and website. By using this digital media platform, MOI is able to provide

information and to interact with public. Mall of Indonesia is being chosen, as the

subject study in the research of public relations activities, because it is using

social media applications such as Facebook and Twitter as the main strategy of

their public relations activities.

1.2. Problem Statement

Based in the facts above, the researcher constructed the problem

statements as follow :
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1. How were social media( Facebook & Twitter ) being used as a part of

public relations strategy in industry mall business especially by Mall of

Indonesia?

2. How was Mall of Indonesia engaged in media social behavior of their

consumers?

3. What were the obstacles and implementations from practicing social

media (Facebook and Twitter) as the PR activities in Mall of

Indonesia?

1.3. Study Objective

The aim of this research:

1. To understand how the social media activities as part of public

relations strategy in culinary business especially by Mall of Indonesia.

2. To identify how engagements are in the digital social behavior by Mall

of Indonesias consumers.

3. To know the implementations and obstacles from practicing social

media as the PR activities in Mall of Indonesia

1.4. Significance of Study

1.4.1. Academic Significance

Research is expected to be used as reference for the other party who will

do research in the field of communication concerned mainly on strategy

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public relations through social media, as well as to benefit the

development of the science of communication in the future.

1.4.2. Practical Significance

Research is expected to be useful for Mall of Indonesiain improving their

public relations strategy through social media such as Facebook and

Twitter messages. The research also can be used as reference to further

improve and develop social media activities Mall of Indonesia in future.

1.5. Research Scope and Limitation

In order to reduce the bias of understanding from anyone who might read

this research, this research is limited to some particular areas:

1. Social media used in this research are only Facebook and Twitter.

2. Consumer behavior in this research only reflected the communication

between a company and customer.

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CHAPTER II

THEORITICAL FRAMEWORK

2.1. Literature Review

2.1.1. Persuasion in Social Media Related to The Performance of

Government Officials ,(Handayani, 2012).

Handayani (2012) conducted research Persuasion in Social Media

Related to The Performance of Government Official, a descriptive study on the

twitter account of @triomacan2000:

On the first research objective, the researcher wanted to know the

dynamics talk between @triomacan2000 account and their followers. It can be

concluded that the conversation and discussion happening in social media, not

only being discussed on the internet, but also in the real life. This was seen by

what was discussed at @triomacam2000 account that is also delivered by mass

media. Then, there were interactive conversations between @triomacan2000

and their followers. It happened in two ways, it is not just @triomacam2000 be

the sender and their followers be the receiver, but in online world, when a

follower give a reply, then followers become the senders and @triomacam2000

becomes the receiver. In the interaction that happened at @triomacam2000

account, the response that given by the followers is divided by two. There are

the positive response that agree and support the @triomacam2000 account,
 12

there are also g the negative response that contradicts with the

@triomacan2000 opinion.

On the second objective research, the researcher wanted to analyze the

content and how interesting the messagesthat @triomacam2000 account are to

their followers. Persuasion technique is proven to be in effect based on the

content of the effective tweets, and therefore made their number of followers

increases every day.

Based on the interviews from three followers of @triomacam2000, they

believedin the messages that @triomacam2000 conveyed to them. The

messages are interesting, because of using the persuasion theory. Why the

content of the messages are interesting, it is because of using the persuasion

theory. It is how the content of the message being formed in a neat and

systematic form, thus it can make their followers easy to read. Adding a

humorous style message, it makes itself to be distinct and get accepted to

diversed worlds. The content of the message also proves to have the accurate

information, so the followers can rely on it. The equation of this research is to

discuss regarding the use of that activity and social media.

2.1.2. The Analysis of the GoodsDept Promotion Through Social Media

and in Store Promotion event, (Barata, 2012).

Barata (2012) conducted research The Analysis of the GoodsDept

Promotion Through Social Media and in Store Promotion Event, Evaluation of

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social media and regular event use as a promotional tools and its impact on the

customer. The result of this research is, that the use of social media as a

promotional tool is proved to be effective. Compared to the traditional media,

social media offers interactive and real time responses. Moreover, in term of

cost, social media are cheaper than the traditional media. Based on this

research, the Goodsdept is only using social media as their medium to promote

and communicate with their target market. Due to the characteristic of the

Goodsdept target market, which is urban youth, who uses social media

frequently in their daily life, this strategy was found to be most effective.

Twitter is found to be the most effective channel for the Gooddept

promotion. It is proved by the progress of their followers that increasesevery

day. Until end of July 2012, the Goodsdept twitter has 17.700 followers. Since

April 2012 July 2012, the Goodsdept followers on twitter increasesmore than

four thousand new followers.

Two-way communication in Twitter is supporting the needs of information

for the customer. The Goodsdept s twitter is also found to be an online

customer service, where customer can communicate almost in real time. The

fast response from the Goodsdept twitter is also found to be useful for the

customer. This helps the Goodsdept in getting real time feedback from its

customer, and as a way to communicate to improve their company. This

research is similar to mine as they equally reviewed the roles of social media, as

a means of communication to consumers for promotion efforsts.

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2.1.3. Deep Motives to Engage in Social Media Are There the Same

Intercultural Valid Reasons for Users to Participate in Social Media

Networks? , (Teichert, Bressette, & Wagenfuether, 2011)

The motives of customers to engage in social media were quantitatively

revealed in several studies. There are focused on obvious and superficial

motives to determine user behavior on the social web. The approach offered in

this paper reveals the meaning, value behind and impact of deep motives

regarding customer engagement in social media. The study I derived by the

Zaltman Metaphor Elicitation Technique (ZMET), is embedded in an intercultural

context regarding general motives to engage in social media networks. The

advantage of the ZMET analysis is the possibility to understand the motives of

engagement on the level of deep values. Hence, this paper offers a new

perspective on the value, motives, beliefs and benefits of social media

engagement. The result shows that examination of deep-lying motives leads to

new insights regarding specific determinants to actively engage consumers in

brand and product-related social media communities. Especially the examined

motives deliver several alternative and rectified strategies to build up a value-

oriented and vivid social media community. The equation of this research is to

discuss regarding the use of that activity and social media.

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2.2. Corporate Communication

There is a pervasive in the management world that in society today, the

future of any company depends critically on how it is perceived by key

stakeholders, such as shareholders, investor, customers, consumers,

employees and members of the community in which the company takes place.

Cornellisen (2004) suggested that corporate communication is a

management function that offers a framework and vocabulary for the effective

coordination of all means of communications with overall purpose of establishing

and maintaining favorable reputations with stakeholder groups upon which the

organization is dependent. He (2007) added the definition of corporate

communication by saying Corporate communication is the management

function that has come to fruition in this stakeholder era, and caters for need to

build and manage relationships with stake holder groups upon which the

organization is economically and socially dependent (p.32).

Then Van Riel and Fomburn (2007) also supported the definition given by

Cornellisen who stated that :

Corporate communication as an instrument of management by means of

which all consciously used forms of internal, and external communication

are harmonized as effectively and efficiently as possible, with overall

objective of creating a favorable basis for the relationship with groups

which the organization is dependent (p.24).

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Through its definition, they emphasizethat corporate communication

involves a whole range of managerial activities such as planning, coordinating,

and consulting the senior managers in the organization in producing and

disseminating messages to the relevant stakeholders groups. Van Riel and

Fomburn (2007) also added that corporate communication encompasses

marketing communication. Organizational communication, and management

communication (p.22). It means the development communication in

organizations is approached coherently since its communication activities is

from a centrally coordinated strategic framework done by corporate secretary,

along with communication specialists which can be hired independently in order

to give much more neutral perspective in analyzing situation and developing

communication activities.

An organization needs to attend a rich variety of claims and interests of

stakeholder groups in the environment, yet at all times needs to profile a

coherent corporate identity of itself to each and every one of these groups. The

self-representation of an organization as an organizational identity through

communications, products, and services, and employees behavior reflect

corporate identity. The experiences which are gained by stakeholder groups will

form corporate image, which they give value to the organization as corporate

reputation.
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2.2.1. Corporate Image

The image arises from either personal or indirect experience. Personal

experience is based on direct contact with the organization, or manifestations of

it, while indirect experience comes to us via communication with other, such as

rumors or reports in media. According to Vos and Shoemaker (2006), a

corporate image is the image of an organization as it is experienced by the

various publics; it consists of impression and evaluations in relation to the

organization as a whole. It is supported by the figure drawn below (p.15)

Figure 2.1
Image Formation and Influences Behavior

Source : Monitor Public Perception of Organization

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The image can vary from vague to vivid restricted to comprehensive. The

image incorporates impressions and evaluations and it can influence peoples

behavior.

2.2.2. Corporate Reputation

In the book entitled Reputation Management: The Key to Successful

Public Relations and Corporate Communications, by Doorley and Gracia (2007,

p.7) state that reputations are overall assessments of organizations by their

stakeholders. Reputation is defined as reflection or organizations actions and

initiatives as they come to be mirrored in the eyes of stakeholders. It is a

perceptual construct also involving an evaluation of the organization.

According to Coombs in his book entitled Protecting Organization

Reputation During a Crisis: The Development and Application of Situational

Crisis Communication Theory, he said:

Reputation is widely recognized as a valuable, intangible asset.

Reputation assets can attract customers, generate investment interest, improve

financial performance, attract top employee talent, increase the return on assets,

create a competitive advantage ad garner positive comments from financial

analysis.

Stakeholder receive information through interactions with an organization,

mediated reports about an organization (including the news media and

advertising) and second-hand information from other people (e.g., word of

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mouth, social media and web slogs). Most of the information stakeholders

collect about organizations is derived from the news media. That why media

coverage is an important feature of reputation management.

The concept of corporate reputation has gained attention recently since it

capture the effects thats brands and images have on the overall evaluations

which stakeholders make for the companies. Reputation evolves from the image

that an organization develop in each of four domains: the product domain, the

social domain, the financial, and the employment domain.

2.3. Promotion

Promotion is an activity to communicating with the public in purpose to

create awareness and trying to persuade people to buy the product or services.

Depending on the needs of the company, promotion may have a number of

purpose. It could be create brand awareness of the products or services, or

raising sales number with the benefit or value on the products ora services.

According to Rossiter & Bellman (2005) Promotions, the word, comes

from the Latin verb promovere, which mean to move forward or advance,

indicating that the aim of promotions is to poduce immediate purchaseof the

brand (or to produce some other immediate action that will increase the

opportunity for purchase of that brand, such as store visits or online inquiries).

Promotion is one of the way to communicate with customer, to makes its

products or services known to the customers, both current and potential.

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Promotion by business is not only about advertising, its a common mistake.

There is variety of promotion way to reach customers, although advertising is

the important one. When its products or services known by customers, company

use promotion to stimulate customer to take action towards a buying decision.

2.4. Social Media Networking

2.4.1 Social Media Definition

In a technology modernization, a big enhancement of information is

needed to spread to many people, so they can participate to provide information

to family, friends and other parties. Social media networking is a form new

media that can be said as a technology modernization (Safko & Brake, 2009,

p.4).

Social media refers to activities, practices, and behaviors among

communities of people who gather online to give information, knowledge,

and opinion using conversational media. Conversational media are Web-

based of words, pictures, videos, and audios (Safko & Brake, 2009, p.6).

In online media, social media is a new group from online media, and has

several characteristic (Mayfield, 2008, p.5), such as:

1. Participation: Though social media, give contribution to give a

feedback to anyone. In social media, media and audience is

bias.
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2. Openness : most of all social media are free to participate and

give feedback or response, give a tool to share, give a vote,

information, and opinion.

3. Conversation : Social media also seen as a two-ways

communication, not only seen from traditional media.

4. Community : Social media give the community a place for

sharing and communicate effectively. Community can share

their common interest, such as cycling, photography,

economic, politic, etc

5. Connectedness : Most of all social media grew bassed on

connectedness and connect to other sites, also between

individuals.

2.4.2 Social Media Models

According to Eley and Tilley (2009, pp. 81-84), there are several models

in social media, such as:

1. Social Networking Sites

Social networking creates a connector between individuals. Anyone

starts from making an account that consists of their biography, their

photos, video notes, until blogs. Then from other sites one individual

can search for other friends, family, colleagues and published their

relationship status with their family and friends.

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2. Blogging

Blog is a web-site that is always renewed periodically to update any

events related to the author, and published on the chronological

order.It can be in the form of journal, article, also interesting link

attend.

3. Micro Blogging

Micro blogging is a tool to spread a message shortly, because there is

a limitation of character. Until now, the biggest social media that used

the micro blogging is twitter.

4. Photo and Video Sharing

There are also other sites that give a tool for the account to upload

and share photos, also videos to friends, colleagues, family, and the

all people. For example Flicker and Youtube.

5. Bookmarks

Consist of easy to use service to access bookmark. For more

information, we can share a bookmark and tagging that bookmark to

other people.

6. Social News

Social news sites collect the news link that shown in many site on

internet. The shown news inserted, assessed, and the best news will

be selected by the sites users and popular one, will be added on the

main page of the websites.

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7. Podcasts

Podcast is an incorporated of voice, and video recording that can be

uploaded and shared by online

8. Online Forums

In the online forums, internet users gather on the sites discussing

about certain topics.

2.4.3. Social Media Marketing

As stated in The New Community Rules: Marketing on The Social Web

(2009, p.3) by Weinberg, Social Media Marketing is process that empowers

individual to promote their websites, products, or services through online social

that may not have been available via traditional advertising channels.

Hence, concludes that in the activity of marketing communication,

social media is being used as a medium to promote a product or a

service from a company or an organization, which its intention to the

public as its market target. The upcoming result when a business

engages itself with social media (Ryan, 2009, p.155) is : Happier

Customer, Provide Feedback, Create a better products, Evangelize, More

Customer.
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2.4.4. Social Media Engagement

According to Ryan (2009, p.190), the engagement between one product

brand with its customers through social media, may create a chance to build a

relationship with its consumers. By involving the social media, therefore, a brand

or product can be connected online and it provides a way to interact to its

customer in order to build trust, reputation, and brand loyalty. In order to make

sure the success of social media brand engagement with its target market,

social media strategy is also supported by four pillars which are Communication,

Collaboration, Education dan Entertainment. (Sefko & Brake, 2009)

2.5. The Goals of Communication Through Social Media

According to Belch & Belch (2003, p.492-494), when a company

communicates with internet mediasuch as social media, it has several goals:

1. To Create Brand Awareness

A company with its limited promotional budget, promoting through

Internet such as social media proves to be one solution to increase

awareness towards its brand or services offered by the company.

Internet has become the perfect solution, because it has a wide target

of audiences, while it is easy to use and relatively cost efficient.

2. To Generate Interest

A company can use social media to increase publics interest towards

the companys web site or its product or services.

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3. To Disseminate Information

One of the main goals in communicating through Internet such as

social media is to be able to provide a more insight or details about

the company itself.

4. To Create An Image

Most of official web sites are being created and design specifically to

reflect the companys image values that need to be delivered to

public. But there are some traditional companies that find it difficult to

reflect their images via Internet. This proves that it is better to have a

well planned strategy in building one brand image or company through

social media.

5. To Create A Strong Brand

Building a brand is a complex process. Many companies spend so

many resources to build their brand image through Internet, but find

insignificant results.

6. To Stimulate Trials

Many companies are using Internet as an effective medium to attract

public in order to try out their products or to be interested to use the

services offered.
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2.6. Social Media Objectives

In the digital era, we can find the consumers are not only those who are

offline, but also online customers. Therefore, promotional strategy has evolved

from conventional media promotion to social media promotion such as websites,

social media network, microblogging and others. In the article of Can you

measure the ROI of your social media marketing, Hoffman (2010) explains that

there are 3 measurable goals through social media marketing. Those are brand

awareness, brand engagement, and word of mouth.

2.6.1. Brand Awareness

A brand which actively promotes through social media by using available

social media applications, is able to build its consumer awareness within its

network. This is one of promotions main goals, creating awareness for its

consumers or for its brand.

According Hoffman (2010), brand awareness is measured through

tracking studies and surveys. Online, however, marketers have a number of

ways to track brand awareness. In Twitter, brand awareness can be measured

by the number of followers, positive or negative tweets and number of tweets

about the brand. Similarly brand awareness in Facebook can be measured by

the number of likes/fans, installs of applications, impressions, booksmarks and

review positive and negative.

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Table 2.1
Various Social Media Metrics of Brand Awareness

Source : Hoffman (2010)

2.6.2 Brand Engagement

Merkle (2009, p. 4) defines brand engagement as the monetary or non

monetary activities, in which prospects and consumers starts to interact with the

brand, online and offline.

According Hoffman (2010), Brand engagement can be enhanced through

social media in various ways, and the results can be strikingly positive. In an

effort to engage its customers. Target leveraged the social networking aspect of

Facebook by encouraging its customers to join and participate in an online

environment devoid of any apparent self-serving sales pitches. Target tracked

the success of its social media campaign by monitoring membership sign-ups.

On their own, thousands of members generated significant buzz with regular

posts, which in turn motivated numerous others to join and participate on the

networking site.

Buckingham (2008, p.13) explains that the involvement of brand

engagement is a relationship between promises made by an organization and

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how far its relation with the needs created by the free will from individuals,

whether its staffs or consumers.

Brand engagement is recognized, when the public such as consumers,

member and workers understand the values of a brand and show a sincere

feeling towards the brand. So when the brand disappears from the market,

consumers feel at lost too (Stephens, 2011, p.5). Brand engagement is seen as

a resonance proof of strongest brand, which is the final step of brand

development and consumer based brand equity pyramid. Interactive marketing

communication has different benefits in their ability to support study, teaching,

expression, commitment and brand loyalty monitoring towards the consumers.

(Kotler & Keller, 2009).

According to the researchers, brand engagement is how brand interacts

with its consumers, or how a consumer understands his or her relationship with

a brand, so that with this interaction, it yields a close relationship between them.
 29

Table 2.2

Source : Merkle (2009)

For those consumers who are already aware with a brand, they will

continue their involvement and have bonded with it. In microblogging, one form

of brand loyalty can be seen when a consumer joins and participates in sending

message about that brand through Twitter or Facebook. This simply signifies

that that consumer already likes and has commitment with the brand, gives

support to that brand in the future. Brand engagement can be measured from

the number of followers, likes, replies or comments and tweets or mentions

(Hoffman, 2010)
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Table 2.3
Various Social Media Metrics of Brand Engagement

Source : Hoffman (2010)

2.6.3. Word of Mouth

There are many ways for a company in marketing their product and

services. One is by marketing through word of mouth promotion. According to

Kirby (2006, p.18). word of mouth is a form of company promotion about

products or services, which are arranged and designed as such to make a

positive perspective, thus making people to talk about it and giving positive

feedbacks towards company, its products and services.

According to Stephen Olearly and Kim Sheehan (2008, p. 2), Word of

mouth marketing is the process of information exchange, especially

recommendations about product and services, between two people in an

informal way.

Rosen (2004, p.328) said that if consumers are aware and bound by a

brand, they would give a positive feedback automatically. In Twitter, Hoffman

(2010) added that word of mouth can be reflected by the number of retweets.
 31

Kotler & Keller (2007, p.204) states that word of mouth communication

(WOM) or communication from mouth to mouth is a communication process in

the form of giving a good recommendation individually or collectively on one

product or services, which goals is to give information personally.

Communcation from mouth to mouth is one of the most often used

communication channel by a company that produces goods or sevices, because

this technique is seen very effective in easing the marketing process and is able

to give profit to the company. According to Ali Hasan (2010, p.32) word of

mouth is a consumer action to give information to other consumer

(interpersonal) non-commercially on a brand, product or service. Freddy rangkuti

(2009, p.77) defines wom as a marketing effort to stimulate the consumers to

talk, promote, recommend and sell one product, service or brand to other

consumer

Thus, it can be concluded that word of mouth is one of the promotional

activity done by a person when she or he feels satisfied about the company, its

product and services, then they will convey the positive feedback to their

surrounding networks such as colleagues, friends or others.

2.7. The Measure of Social Media Success

Ryan Deutsch in his writing titled, How to Measure Social Media

Marketing Performance (www.socialmediaexamniner.com) stated that there

are three ways to measure theperformance key indicators. There are:

 32

1. To expand the new audience network

Attaining the target market the new target market with the broader

reach than before. This new target market can offer new prospects which

previously could not be reached by the companys conventional

promotion. Furthermore, by attaining this new target market through

social media will increase the credibility of companys brand, because this

enables new consumers can be engaged with the companys programs

made in the social media.

2. To look for people influencer

Provocation or to advocate customer for companys brand is a common

practice to maximize positive effects from social media. To do a

provocation, we must investigate in our social media network that has the

habit to influence his or her friends. Then, after identified, we can offer

him or her to become our social media partner, or give him or her special

attention by awarding gimmicks or presents or special membership and

so on.

3. To act in social media

Every social media program must be supported by an intense level of

activities. Those activities such as posting pictures from routine events,

updating status, promoting new programs regularly, providing accessible

email address or customer care, replying responses through social media

and uploading videos from previous events. These kinds of activities are
 33

conducted in order to deliver testimonials, responding to audiences and

others.

2.8. The Goal of Promotion

According to Sulaksana (2003, pp. 59-60) the goal of promotion is to inform,

to persuade and to remind target market about the company and its marketing

mix. These 3 can be detailed as such:

1. Informing

We can inform to the market about the new product and its services

provided by the company, and to build companys image.

2. Persuading

Promoting is to push the market to do an instant buying, to create a brand

selection, and to divert the markets choice toward a certain brand.

3. Reminding

Allowing the consumers to always remember about our brand, although

there is no advertisement campaign, and to remind them to go to our

store.

According to Belch & Belch (2003, p.189) in influencing consumers during

our promotional activities, there are 3 types of effects:

1. Cognitive Effect

In the aspect of cognitive, it involves the awareness about the

message being conveyed by the company. This also leaves an

 34

impression to the target audiences that they are not only aware about

the product, but also they have the knowledge about the product or

service.

2. Effective Effect

This aspect is related to the feeling arose regarding the message

conveyed by the communicator. In this effect, there are liking

preference and conviction

3. Conative Effect

This is related to psychic condition that creates an urge of positive and

negative feedbacks, whether it is aware or not aware. Conative is

psychic that does what has been processed through process of

thinking and feeling or combination of both.

2.9. Twitter

Setiawan, (2009) stated that Twitter is a very simple microblogging

service, because it only allows its user to show 140 characters in length of text

message in the Internet. That is why Twitter is also called as the SMS

Internet. However, there are no limitations in how many people that one user

can send their messages. It is doable since it is in the Internet platform. This is

the primary benefit of using Twitter as a social media application.

According to Lon Safko (2010: p.255) Twitter is a specifically made social

media for extending the communication. Twitter serves as a communication

 35

service for friend, family, and employee, and a way to keep being connected to

each other.

Lon Safko (2010) stated in the book of The Social Media Bible, Twitter is

the most common microblogging now. Some terms in Twitter world such as a

twitterer is a term used for a person who is using Twitter to send his/her short

messages. Tweet is the short messages or chirping created by Twitterer to be

shared to other people. Retweet (RT) is to rewrite someones message. The

community that does the messaging or tweet is called Twitsphere.

According to Lon Safko other tems in Twitter are following, follower,

tweets, Retwets, Direct Message, hashtag, upload photo. Time line is a list of

short messages or tweets followed (following). Following means tailing to one

Twitter account to receive messages shared by that person. A follower is a

person who follows Twitter users. Hash tag is commonly used to popularize one

news, unique event or some hot topic. A direct message is a private short

message intended to be seen by not many person.

2.10. Facebook

It is created initially in the year of 2004. Then in 2007 Facebook was

reported has more than 21 millions of registered users, and it yields 1.6 billions

of page layout every day (Needham & Company, 2007).

Facebook users spend around 20 minutes every day, and 2/3 of users

log in minimum once in one day (Cassidy, 2006, Needham & Company, 2007).
 36

Following its success among the university students, Facebook launched the

high school version at the beginning of September 2005. In 2006, the company

introduced to public its commercial organization. By November 2008, almost

22.000 organizations have their directories in Facebook (Smith, 2006). In 2006,

Facebook has been used by more than 2.000 universities in United States of

America and acclaimed to be the 7th most popular site in the World Wide Web

based on how many pages layout (Cassidy, 2006). Among other many social

networking sites on the web, Facebook is the most popular with more than 750

millions and 30 billion contents (web link, news, blog posting, notes, and photo

album) is shared every month (Facebook 2011).

The interactive ability offered by Facebook has also made virtual content

easy to use for its user. And it also suggest public to be involved in viral

marketing (Thackeray et al, 2008). Therefore, Facebook is the ideal platform to

facilitate brand awareness and to promote brand engagement because its core

is social network and relationship creations (Tulen, 2006).

Facebook with its interactive features, social media channel and branding

technique is to build and to maintain brand existence (Carlon 2008).

 37

2.11. Conceptual Framework

The proposed theories framework model that is going to be used can be

defined in Figure 2.2.

Figure 2.2

Corporate Communication from variable independen is a management

fuction that offers a framework and vocabulary for affective coordination of all

means communications with overall purpose of establishing and maintaining

favorable reputation with stakeholder groups upon which the organization

independent (Cornellisen, 2004) and encompasses marketing communication

(Fomnurn, 2007). Continued the theory of social media according to Safko and

Brake (2009) Referring to activities, practices and behavior in the community

where the people gathered online to share information, knowledge, and opinions
 38

they with uses the media conversation to communicate. Produce variable

dependent for research there are brand awareness, brand engagement and

word of mouth (Hoffman, 2010).

 39

CHAPTER III

RESEARCH DESIGN AND METHOD

3.1. Research Design and Method

The research method used in this research is qualitative research.

Cresswell (as quoted in Raco, 2010, p. 7) define the qualitative research as an

approach to explore and understand the central phenomenon. To understand

the phenomenon itself, the researcher interviewed the informants by asking

general and specific questions. The information was then collected and

analyzed. From the result of analysis, researcher make an interpretation to get

in depth meaning then conform it with the result from the previousresearch.

Result of the qualitative research is a written report.

According to Ruslan (2006, p. 3) research method is to find a truth value

objectively and logically, including collecting facts, the data and information

obtained either directly (primary) or indirectly (secondary). Research method is a

systematic research and organized.

The descriptive qualitative research used to define a clearly and in-depth

about the topic that will be inspected. The data may be in the form a video and
 40

voice recorder, statement and screenshot, which later will support the research

in the data analysis stage.

3.1.1. Characteristics of Qualitative Research

According to Daymon and Holloway (2002, pp. 5-6) there are some of the

characteristics of qualitative research, such as:

1. Word. Qualitative research focuses on words rather than numbers,

although occasionally numbers are used to indicate the frequency that

is a theme found in transcripts or the extent to which a form of action

occurs.

2. Researcher involvement. The main research instruments in

qualitative research in the researcher her or himself who engages

closely with the people being studied. This differs from qualitative

research, nowhere researchers are remote from their informants.

3. Participants viewpoints. A desire to explore and present the

subjective various perspectives of participants is associated with

qualitative research. Its privileging of subjectivity is also seen in the

way that the interpretation of the data is influenced by the researchers

own biography, together with their involvement with people in study.

 41

4. Small-scale studies. Qualitative researchers are interested in deep

exploration in order to provide rich, detailed, holistic description as

well explanation. Therefore, small samples are the norm.

5. Holistic focus. Rather than their directing attention to one or two

isolated variables, qualitative researchers tend to be oriented to a

wide range of interconnected activities, experiences, beliefs and

values of the people in terms of the context in the which they are

situated. This provokes qualitative researchers to account for a

multiplicity of dimensions and relationships in the context.

6. Flexible. Although researchers have a topic and an agenda for which

the fuel their research progress, they are usually committed to

exploring new and surprising avenues that oven emerge as informants

reveal their understandings and interest. Research procedures may

be unstructured, adaptable, and sometimes spontaneous. At times the

research process event may be described as rather messy as

researchers attempt to unpack the complexities of the social media

world of public relations and marketing communication.

7. Processual. Qualitative research rarely provides static portraits of

phenomena. Instead it aims to capture processes take place over

time. The often prolonged engagement of researchers with their

research settings that means qualitative research is able to be attuned

 42

to change, sequences of events and behaviors, and the

transformation of cultures.

8. Natural settings. On the whole, qualitative investigations are carried

out in peoples natural environments such as in their offices or

nowhere they shop. This enables researchers to observe how they go

about routine activities and their interactions. However, this is not

always the case as many focus groups involve groups of strangers

meeting together in an unfamiliar setting such as a conference room.

Even here, however researchers attempt to engage with participants

about their natural setting.

9. Inductive then deductive. Qualitative research tends to start up with

inductive reasoning and then, through a sequential process, employs

deductive reasoning. That is means you first get ideas from collecting

and analyzing the data. Then you test these ideas out relating them to

the literature and to your further data collection and analysis

(deduction). Theory therefore emerges primarily out of data collection

rather than being generated from the literature and tested out through

fieldwork. The literature review at the start of the study, therefore acts

According to Daymon and Holloway (2002), this qualitative research prioritize to

word, Researcher involvement, Participants viewpoints, Small-scale studies,

 43

Holistic focus, Flexible, Processual, Natural Setting and Inductive then

deductive.

3.1.2. Key Informants

The purpose of key informant interviews is to be collect information from

a wide range of people including company representatives, users, or experts

who have firsthand knowledge about a certain phenomenon. These experts,

with their particular knowledge and understanding, can provide insight on the

nature of problems and give recommendations for solutions. According to Carter

& Beaulieu (1992), there are several key steps involved in planning and

implementing key informant interviews as means for data collection:

1. Gather and review existing data

2. Determine what information is needed

3. Determine key informants and information

4. Choose type of interview

5. Develop an interview tool

6. Determine documentation method

7. Conduct key information interviews

8. Compile and organize key informant interview data

 44

In this research, researcher will have suitable key informants who able to

answer the research questions to provide primary information that have to be

found.

The key informants including the person as representative from Mall of

Indonesia who directly involved in the marketing communication process

within social media. The other key informants would be the Facebook and

Twitter user who already be fans and followers of Mall of Inondeisa in social

media.

3.2. Focus Research

The determination of focus this research had two objectives. First the

determination of focus may limit study, in this research focus will limit on three

objectives that can measured with the communication strategy of social media

including brand awareness, brand engagement, and word of mouth.

3.3. Data Collection Techniques

Data collection techniques or ways that can be used by researcher to

collect and gain the data (Sugiono, 2009, p. 62). There are two data that will be

used for this research, named primary and secondary data.

 45

According to Hasan (2002, p. 82), primary data is a data that obtainable

directly from the field by the people that doing a research. While according to

Ruslan (2003, p. 29) primary data that obtainable directly from the individual

research object, group, and organization. Primary data is an in-depth interview

to related informant.

3.3.1. Primary Data

The Primary includes interview as one of the most common qualitative

methods, provide enough detailed information how company uses social media

so that could be analyzed deeply.

According to (Hancock, 2002), interviews can be highly structured, semi

structured or unstructured. Structured interviews consist of the interviewer will

have sam e questions to each respondent in the same way. Bearing in mind the

cost of conducting a series of one to one interviews, to researcher prefer using

questionnaires in structured interviews to consider the information could be

more efficient.

Semi structured interviews involve a series of open ended questions

based on the topic areas the researche want to cover. The open ended question

provide answer which discussed some topics in more. Unstructured interviews

have very litt;e structure at all. The interviewer goes to the interviewwith discuss

in alimited number of topics, basis of previous of interviewers response. For

 46

qualitative research, semi structured or unstructured interviews ca be used. If

the questions are too tightly in structure it may not able to explore more deeply

in the investigation.

3.3.2 Secondary Data

Secondary research uses research performed by others to come to some

conclusion about the topic or make some kind of an argument.

(Berger, 2000, p. 23)

Secondary data is data that obtained by the existing forms. This data

obtained by publication and information that issued by various organizations or

company, such as book, printed media, electronic media, online media, and

other sources related to the research. (Ruslan, 2003, p. 29).

In obtaining the secondary data, researcher collects the information

through mass media like newspaper and online news. To obtain the credibility

and more in-depth data, this research use triangulation. According to Daymon

and Holloway (2002), triangulation is when you use two or more methods in the

same study, such as observations, interviews, documents and questionnaires.

The uses of triangulation, because researcher uses data collection

techniques by observation on social media, also use another related documents.

 47

Triangulation is to test the validity and reliability in the context of qualitative

research, which is conducted by researcher asking the same questions or

confronting questions to the other informant (cross-checking questions).

3.4. Data Analysis Techniques

Based on the data that already got from the research, the data has to be

treated and analyzed to achieve the goals of the research. In the qualitative

research, the data analysis process been done during the data collection took

place, and after all the data been collected within a certain period. Miles and

Huberman (1984) said that the activities in qualitative data analysis performed

interactively and continue over time until the end, so that the data are saturated.

The activities in data analysis are data reduction, data display, and conclusion

drawing / verification. The data analysis techniques used the interactive model

proposed by Miles and Huberman (1994), as follows:

 48

Picture 3.1
The Component from The Data Analysis (Interactive Model)

Source : Miles and Huberman (1994)

1. Data Reduction: Data obtained from the field is noted carefully and in

detail. On this step,a researcher summarizes and chooses the main

point that is considered as the important thing to focus on the topic

research, so that can obtain a clearer delineation.

2. Data Display: after the data being reduced, the next step is to present

the data. Through presenting the data, data will be organized, arranged

in the pattern of relation, so that will be more easier to understand. In

this qualitative research, researcher will present a data in the form of

chart, relation between categories, and brief narrative with text.

3. Conclusion Drawing / Verification, the third step to qualitative data

analysis according to Miles and Huberman is drawing conclusions and

verification. According to the result of analysis primary and secondary

 49

data that already be treated, so that the drawing conclusion been done is

trying to explain and answer the problem statement itself.

3.5. Time and Location of Research

The research was conducted on December 2015, considering that this

issue is happened.

3.6. Research Limitation

This research cannot be used continuously, because of the period limit of

time through this issue. Another limitation from this research is the limitation in

time, so that scope of the research more narrow, and the discussion only

focused on one case.

 50

CHAPTER IV

RESEARCH ANALYSIS

4.1. Description of Research

4.1.1. Business Profile

Mall of Indonesia, is one of the retail project from Agung Sedayu Group

(ASG). ASG, one of the big developer in Indonesia, built MOI in 2003

integrating it into Kelapa Gading Square complex. This complex is a mixture of

residential and commercial buildings with a concept of One Stop Living,

meaning that this complex is offering 4 functions in one place, which is living,

business, shopping and pleasure.

Figure 4.1 : Logo Mall of Indonesia

Source : www.mallofindonesia.com

The development of Moi started in 2003 and planned to finish in 2006.

Due to the sluggish development, it was finally completed in September 2008.

 51

MOI is a five-storey shopping mall and provides spacious parking spaces as

much as 3000 lots for cars and 8000 lots for motorcycles.

With the one hectare area of commercials, including the shophouses and

offices, MOI is also supported by the famous convenience hyper store,

Carrefour, the leading department store, Centro, and the popular cinema

network, Blitz cinema. MOI initially positioned itself into not only as a regular

shopping mall, but also it offers family entertainment. With the presence of MOI

Land offerings various of amusement rides to children and family, the popularity

of MOI was easily gainingthe communities from the area of Kelapa Gading and

its surrounding areas.

4.1.2 Organizational Structure:

 52

4.2. Results and Analyses

4.2.1. Use of Social Media in Public Relations Activities by Mall of

Indonesia, How is social media being used in Public Relations activities?

Nowadays the usage of social media Twitter and Facebook is one of the

companys communication media to conduct promotional activity and to convey

the information about a product or service. Most of the large companies in

Indonesia have acknowledged Twitter as part of the corporates identity or as

the bridge of communication with its client base. Many large corporates in the

world have a special team or division, which has resposibility to maintain the

activities in Twitter and Facebook, because they are aware of how importance

these social media network for their companies and how efficient the cost

associated with these operations.

In terms of the use of social media, MOI has utilized them for PR

practices. At first, they started the social media network by creating a Twitter

account and Facebook for Mall of Indonesia in 2009. These two social media

networks were chosen, because of at that time many people are using these two

social media networks on all levels of society in Indonesia. The trend of the

number of friends of MOI in Facebook can be seen in Figure 4.2, has reached

the amount of 16.615 likes. This is an increase of 3% from 16.095 likes since

last November 2015. The number of fans is increasing continuously every

month.
 53

Figure 4.2: Growth of Facebook MOI Desember 2015

3
%

Source : Agorapulse.com

In terms of Twitter, the trend of the number of followers of MOIs Twitter

account can be seen in Figure 4.3. Looking at the growth in Mall of Indonesias

Twitter account, it is around 5% increase in terms of the number of followers,

from 111.028 followers in November 2015 to 116.721 followers in December

2015.

Picture 4.3 : Growth of Twitter MOI Desember 2015

5
%

Source : Agorapulse.com
 54

The use of Twitter is not only done by Mall of Indonesia solely in the

industry of shopping malls, but is also done by the competitors, such as Central

Park, Plaza Indonesia, Senayan City, Kota Kasablanka, and other malls. Until

now, in terms of the number of followers in the shopping malls industry, Central

Park still leads the competition, with as much as 967.943 followers

(www.twitter.com/central parkmall). By looking fom that point of view, it is a

challenge for public relations or communication team of Mall of Indonesia to be

always active in sending out information and also promoting in the social media

network of Twitter and Facebook, hence it will increase the number of followers

and likes. With the increased number, it will attract other followers to join and

also helps the promotional activities of Mall of Indonesia indirectly.

The more followers in the Mall of Indonesias Twitter and Facebook

accounts, the more people will read and help to spread the promotional activities

or conveyed messages. One activity in Twitter is called tweet, meaning that we

make a statement in the network, therefore it would indirectly be broadcasted to

all followers in the Mall of Indonesias Twitter account.

The use of social media nowadays, is really helping in the the public

realtions activities, especially in doing the promotion for its visitors. According to

Lady Samantha, the Marketing Communication Manager of MOI:

Seperti yang kita ketahui saat ini dunia digital saat ini sedang marak-

maraknya dan segala aktifitas atau mencari sumber referensi biasanya

 55

sekarang serba melalui digital seperti social media Facebook, Twitter

atau langsung lihat dengan websitenya.

Conforming the above explanation, it aligns with what Safko (2009) explained

that Twitter has become the news media which able toinform the recent news

quickly and it was created to improve the communication between each other.

Thus, Mall of Indonesia is able to use the social media network of Twitter as a

communication tool or media to convey information such as any recent or

upcoming activities, for example events, shopping programs, tenant promotions,

and as the online medium for communication between Mall of Indonesia with its

visitors.

4.2.2. Promotional Activity in Social Media by Mall of Indonesia

Since promotion is part of public relations in MOI and is also related to

use of media. The media itself is used for sending the message or information

to public, which in turn hoping that the receivers will receive it well, and return

feedback to the communicator. This conforms with the statement from Soehoet

(2003), that communication media is the intermediary tool in the process of

sending out the content of a message from the communicator to the

communicant. During the process of sending a message, it can pass theough

several media auch as non mass media and mass media. With the
 56

advancement of technology, people are connected through the internet, which is

categorized as mass media.

In this research, promotion via Internet is related to the involvement of

social media. This is shown by promotional activities done by Mall of Indonesia

through Facebook and Twitter. According to Safko (2009, p.6), social media

refers to the practical and behavioral activities within public, in which people will

gather online to share information, knowledge and their perspectives by using

communication media to communicate to each other.

In the activities done by MOI in social media is to promote persuasively via

Facebook and Twitter network to all of its folllowers. This confirms with

promotions goal defined by Sulaksa (2003, pp. 56-60), that there are three

goals of promotion, which are:

1. Informing

One of the goal in doing promotion is to inform to public about one

brand or service.The activities in Facebook and Twitter social media,

MOI inform its followers on recent events or shopping program that

are currently offerednin Mall of Indonesia. This is also saving the time

for its followers to know directly about whats happening in MOI, This

can be done within a short of time. Those messages conveyed by

MOI in social media is composed to be simple, detail and interesting,

 57

so that it is easy to be understood by its followers. In Figure 4.4, it can

be seen that MOI sends its message by posting an information about

an ongoing event in its Facebook account.

Figure 4.4

Source : www.facebook.com/mallofindonesia

In its posts in Facebook account, MOI informs about an event of

Candyland Carnival, which can be visited by MOI visitors starting from

Dec 1, 2015 and can get free pass just by shopping as much as Rp

300.000 during weekdays or Rp 500.000 during weekend. From this

content, the information given by MOI is quite clear and detail.

Besides Facebook, MOI also does the same activity in its Twitter

account as seen in picture 4.4.

 58

Figure 4.5

Source : www.twitter.com/mallofindonesia

In this tweet, MOI informs about a recent release movie Negeri Van

Oranje, that can be viewed by Moi visitors at CGV Blitz Mall of

Indonesia. From that tweet, its Followers can easily get the

information and know that the movie is available for viewing.

2. Persuading
 59

Another goal is to stimulate its followers to interact, so the relationship

with its social media network followers is established closer. To

achieve this goal, MOI publishes a persuasive post accordingly. In

Figure 4.6, the message sent in its Facebook to all its MOI visitors,

which is also fans of MOI Facebook, persuades them to come and

drive their Daihatau cars to MOI, so that they are able to get special

treatment or program.

Figure 4.6

Source : www.facebook.com/mallofindonesia

her posting with the same intention, to persuade its follower, can also

be seen in Figure 4.7.

Figure 4.7
 60

Source : www.twitter.com/mallofindonesia

In Figure 4.7, it can be seen clearly that MOI gives information in its

Twitter to ask its followers to participate in the Midnight Sale event on

19th of December, 2015.

3. Reminding
 61

The goal of promotion is to make its social network followers to always

remember about what campaign has been done and what programs

or events that are currently ongoing. It can be seen from Figure 4.8,

what MOI has done in its Facebook account.

Figure 4.8

Source : www.facebook.com/mallofindonesia

In Figure 4.8, MOI do a promotion by reminding its Facebook fans about

the redemption of Sedayu One shopping point is to be made the latest on

31st of December 2015, and about the Sedayu One Card lucky draw on
 62

16th of January , 2016, which needs to the person to be present. About

these two events, MOI is also posting or tweeting in its Twitter account,

as can be seen in Figure 4.9.

Figure 4.9

Source : www.twitter.com/mallofindonesia

in picture 4.8, MOI post its Tweet to remind its followers to sign up for the

Seadyu One Card membership. While it is free of charge, they may have

the chance to win the grand prize at the lucky draw event.
 63

4.2.3. The Goals of Communicating with Social Media

4.2.3.1. Create Brand Awareness

The first goal of a corporate or company to do an internet interaction,

according to Belch and Belch (2203), is to creating awareness, as mentioned by

Ms. Lady Samantha, the Marketing Communication Manager of Mall of

Indonesia, that it conforms with the promotional activities done by Mall of

Indonesia to use social media as a promotional medium.

Seperti yang kita ketahui saat ini dunia digital saat ini sedang marak-

maraknya dan segala aktifitas atau mencari sumber referensi biasanya

sekarang serba melalui digital seperti social media Facebook, Twitter

atau bahkan langsung dilihat dengan websitenya. Selain itu juga kita

pastinya untuk meningkatkan awareness masyarakat terhadap MOI dan

khususnya terhadapt event-event serta kegiatan yang ada di MOI.

From the interview with Lady Samantha, we can derive that Mall of Indonesia is

creating its brand awareness to its visitors through the social media by sending

informations about the current activities, events or shopping programs in MOI

continuously.
 64

4.2.3.2. Generate Interest

Generating interest is the second goal that one company or corporate

wants to achieve when doing internet communication (Belch and Belch, 2003).

When a company shows one content in every message throguh social media, it

will create interest to its followers, and finally it will imduce the imteraction

between company and its followers. As stated by Lady Samantha, Marketing

Communication Manager Mall of Indonesia.

Untuk kegiatan yang kita lakukan di social media sendiri ada beberapa

kategori ada promo tenant yang berisi tentang promosi produk tenant

MOI, ada juga promo event MOI, promo program belanja dan loyalthy

MOI dan biasanya untuk meningkatkan engagement sendiri kita juga kita

mengadakan kuis berhadiah voucher belanja di MOI seperti jawab

pertanyaan dan foto kontes, selain itu juga memberikan tips-tips atau

berita-berita ringan agar followers MOI tidak jenuh dengan content yang

ada hanya berisi promo saja, biasanya kita lakukan di Twitter dengan

member hashtag #ceritamoi #moitips #halomoi #moifreeday

This is confirmed by Ms. Vina as one of the active follower from social media of

Mall of Indonesia.
 65

Iya pernah, waktu itu pernah menang kuis dari Twitter MOI dan teman-

teman pada nanya gimana caranya dab saya suruh mereka untuk follow

social media MOI.

Based on the interview from both sources, the researcher concludes that the

activities done by Mall of Indonesia in social media actually can generate

interest among its followers. By giving out the interesting conteny such as daily

tips and qiuz with prizes, it will help MOI to achieve its goals..

4.2.3.3. Disseminate Information

Another goal of communicating through internet according to Belch and

Belch (2003) is to spread the information. One of the benefit in using social

media is to convey companys or corporates information faster through the

internet. Here is the statement from Lady Samantha:

Alasan utama adalah karena mengikuti jaman digital saat ini karena

segala kebutuhan sekarang melalui media digital, untuk informasi seputar

kegiatan mall pasti kita share langsung di social media MOI karena tidak

memakan waktu sehingga pengunjung dan followers MOI sendiri

langsung tahu kegiatan tersebit dan balik lagi kepada jumlah pengunjung

MOI sendiri.
 66

So it can be said that Mall of Indonesia do the social media activities with the

goal of spreading information. The type of information being conveyed is online

promotion, so that it will be disseminated quickly to all the MOIs social media

followers.

4.2.3.4. Create an Image

Increasing the brand awareness of one company or corporate in social

media is also often practiced by Mall of Indonesia to create good image as

expected by its visitors. This conforms with four goals of why a company or

corporate wants to through the internet by Belch and Belch (2003). According to

Lady Samantha:

Sesuai dengan konsep MOI sendiri, pastinya segmentasinya MOI adalah

untuk keluarga yang mana MOI berdiri diantara kawasan-kawasan

pemukiman yang ada di Kelapa Gading Square seperti ada apartemen

French Walk, gading Resort Recident, City Home dan The Villas.

Pastinya MOI sendiri hadir untuk melengkapi kebutuhan para penghuni

kawasan Kelapa Gading Square dan sebagai temoat hiburan dan

berbelanja keluarga di Jakarta.

From this interview with her, we can see that Mall of Indonesia wants to have

the image as a family mall based on its market segment and positioned as the
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center for shopping and entertainment in the area of Kelapa Gading Square,

Jakarta Utara.

4.2.3.5. Create a Strong Brand

Below is the interview result and statement by Lady Samantha as the

Marketing Communication Manager Mall of Indonesia about creating a strong

brand through promoting in social media:

Sampai saat ini masih positif karena kita lihat dari pertumbuhan follower

dan like kita setiap bulannya meningkat dan juga terjadi interaksi dengan

pengikut media social kami masih terjalin baik seperti bertanya-tanya soal

MOI atau mengikuti program kuis yang dilakukan.

Based on that statement, we can see that all the social media activities

conducted by MOI in order to create a strong brand, are successful by the

increasing number of followers in MOI social media account and by the

interaction between the followers with MOI responding to the posted news or

promotion in its account.

4.2.3.6. Stimulate the potential buyer to try

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The last goal of corporate communication through the Internet by Belch

and Belch (2003) is to stimulate the potential buyer to try. However, because the

industry type is mall, the mall visitors will be willingly participate in Mall of

Indonesia social media account. As stated below by Lady Samantha:

Kita selalu cantumkan akun-akun social media kita diseluruh media

promosi above the line kita sepeti Baliho, Spanduk, Flyer, Poster, Iklan

Radio, Cinema Ads dan biasanya dalam setiap event yang kita hadirkan

MC nya akan menginformasikan juga akun-akun social media yang MOI

punya.

We can conclude that to stimulate MOI visitors to know more about the MOI

related information or to interact further with the company itself, MOI need to

post all information about the social media accounts that MOI has, in all

available promotional media they have. Thus, all visitors can easily and directly

follow MOI social media accounts.

4.2.4. Analysis ofSocial Media Usage by Mall of Indonesia

4.2.4.1 Brand Awareness

The goal in this research is to know the activities conducted by Mall of

Indonesia in the social media promition, especially in Facebook and Twitter, so

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that both have become the tools in online media promotion. To measure the

social media activities effectiveness, in Twitter we can see ffrom the number of

followers, the occurrences of hashtag, and mentions by its followers, while in

Facebook, we can see from the number of likes and comments in every posting,

and from how many accounts shares the postings from Mall of Indonesia.

With the advancement in digital world now, Facebook and Twitter have become

the ultimate tools for a company to do an online promotion and to increase the

brand awareness of one product or awareness of one event.

By doing online, the target is the followers of those social media

accounts. An account that contains interesting information will have many

followers or members and will be useful in developing a promotional activity.

The contents or messages conveyed by Mall of Indonesia through Twitter and

Facebook will reach to all its followers within the same time and will get

response from retweet in Twitter and likes in Facebook. In every daily activity in

social media, it is focused on increasing the awareness of Mall of Indonesia,

commonly known as MOI only, in its followers minds, so that those MOI social

media followers will get used to with the term of MOI Lovers.

The brand awareness activities done by Mall of Indonesia in Facebook

account can be seen in Figure 4.10. A posting about a featured event, named
 70

Robot Edutainment Truck on 17 Desember 2015 gets positive result from its

followers by getting the number of likes as much as 11.223.

Picture 4.10

Source : www.faceboook.com/mallofindonesia

Based on the analysis by the researcher about that Facebook content of

above specific event, shows that MOI has quite a good brand awareness from
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social media, supported by bothfacts. First, many enough impressions from its

followers that reaches 11.223 likes, yields in positive feedback on that specific

posting, and second, the number of Facebook fans of MOI is increasing every

month. This conforms with what Hoffman stated (2010).

Besides contents in Facebook, brand awareness is also found in one

posting of Twitter. It can be seen in picture 4.11, MOI posts on the movie

release, In The Heart of The Sea, which has been shown in CGV Blitz on 3rd

of Dec, 2015.

Picture: 4.11

Source : www.twitter.com/mallofindonesia

The posting in Twitter is intended to inform that In The Heart of The Sea

movie has been shown and MOI followers can start seeing the movie in CGV
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Blitz Mall of Indonesia. That tweet gets positive reponse by MOI followers.

There are 3 followers do a retweet and 6 people give likes.

Hoffman (2010) states that brand awareness is one of the goals of online

communication. He also explains that brand awareness can be measured in

Twitter by the number of followers, positive or negative feedback on the posting

and how many tweets about that brand or event..

4.2.4.2 Brand Engagement

A strong brand is a brand that can fulfill its promises and the needs of its

consumers. According to Buckingham (2008), a brand engagement is the

relationship of promises made by an organisation, and how far it relates to the

freewill of individuals, including consumers. With the relationship between Mall

of Indonesia and its Facebook and Twitter followers, it creates indirectly an

interaction between the followers as the consumer and Mall of Indonesia as the

brand.

Brand engagement is truly important and a must have in a company or a

brand. It also serves a strategy of Mall of Indonesia in its social media activities

to attract attention from its followers to keep following its accounts and to

potentially increase the number of followers (See Figure 4.12 and 4.13).

Figure 4.12
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Figure 4.13

Source : www.twitter.com/mallofindonesia

One of the strategy done by Mall of Indonesia to increase its brand

engagement, is by conducting quizzes with prizes, as seen on the above picture.

 74

Mall of Indonesia interacts by throwing questions to its followers in Twitter, by

giving a hastag #MOIquiz. By giving a hashtag, we may know on who will

retweet, who are discussing actively on the brand itself, who has seen the tweet

and how many conversations from the posted tweet. By using the hashtag

#MOIquiz, it combines two words, which are MOI and quiz. This implies that the

quiz is conducted by MOI to all its followers.

It is not only quizzes with prizes done by MOI, but to increase the brand

engagement, MOI must post tweets with various topics and avoid the same topic

tweets. To create an interaction or engagement with its followers, MOI must

create greeting tweets to its followers regularly. This can be seen in figure 4.14.

Figure 4.14

Source : www.twitter.com/mallofindonesia

In general, social media accounts are used as a companys promotional

toolwith the goal to only promote its regular bisnis by giving contents full of

promotions only. This bores many followers, which eventually they may unfollow
 75

the account. As we can see in the figure above, Mall of Indonesia has done a

non monotonous tweet. In the above tweet, it is only to greet and to ask to MOI

followers, in order to stimulate an interaction between the brand and its

consumer. When one consumer or follower is aware of a brand, then they will

automatically keep themselves involved and have bind with that brand.

According to Safko and Brake (2009), to make sure the brand engagement are

supported by its market segment in social media, it needs four elements. They

are communication, collaboration, educate and entertainment. As we can see in

the post made by Mall of Indonesia in Twitter and Facebook, it contains all those

four elements, communication, collaboration, educate and entertainment.

Not only in the Twitter account, MOI also do its brand engagement in its

Facebook account. It can be seen in Figure 4.15.

Figure 4.15
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Source : www.facebook.com/mallofindonesia.com

In this study, the research sees the same strategy applied by Mall of

Indonesia in its both social media accounts, Twitter and Facebook. It offers

quizzes with prizes. We can see that specific post has been followed by 23

persons and been shared by followers as much as 23 persons.

It is shown in the below picture 4.16 There are some best contents in

both in Twitter and Facebook posted by MOI in the period of December 2015.
 77

Figure 4.16 Top Tweet and Facebook Best Posting

Source : https://manager.agorapulse.com
 78

Based on the researchers observation through the manager application

agropulse.com in December 2015, it is seen that there are several categories of

posts, which get positive responses by MOI followers. In Twitter, the most

favorable post is the quiz post with the most number of retweets. While in

Facebook, the highest engagement point is found in the promotional event of

Robotic Edutainment Truck, which scores at 8.74%. These both resultshows

that brand engagement done by Mall of Indonesia is quite successfully

implemented.

According to Ryan (2009), the engagement of a brand with its consumers

through social media, can establish a relationship with its consumers. By

engaging through social media, one brand can be connected with its consumers

via online, and possibly involves itself in a conversation with its consumers,

creates trust, reputation as well brand loyalty.

4.2.4.2. Word of Mouth

An interaction in a brand engagement between Mall of Indonesia and its

Twitter and Facebook followers, has been already established well. In this study,

the researcher observes that the followers in MOI Twitter and Facebook

accounts are happy to talk and discuss about MOI, until they are willing to

promote and recommend these MOI social media networks to others.

Kotler & Keller (2007:204) defines that word of mouth communication

(WOM) or mouth to mouth communication is a communication process in the

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form of giving recommendation individually or collectively towards one brand or

service, with the purpose to give the information personally. Mouth to mouth

communication is one of most often used by a company which produces a

product or service, because it is seen as very effective in expediting the

marketing process and is able to give benefits to the company.

This theory is supported by the researchers interview with these two

sources, which are the followers of MOI social media accounts, Vina and Rani:

Pernah donk, biasanya saya ikutan kuis kan syarat ketentuannya suka

ada yang wajib share postingan di facebook nah disana teman-teman

biasanya suka nanya saya share apaan disitu saya bilang ikutan kuis dan

wajib follow sosmed MOi dan akhirnya teman-teman saya juga banyak

yang sudah jadi followersnya MOI.

Sering sih, soalnya saya pernah menangin give away gitu dari kuis

sosmednya MOI nah teman-teman saya pada nanya gimana cara

ikutannya jadi saya suruh aja mereka follow sosmednya MOI karena

sering juga buatin kuis hampir seminggu sekali kan lumayan yah

namanya ibu-ibu dapet gratisan hehehe.

From the above statements, therefore the researcher concludes that to measure

the success of word of mouth practice, is again from the increasing number of

followers or fans in Mall of Indonesias Twitter and Facebook accounts. The

 80

promotional activity through word of mouth can also be seen with the

satisfaction level from MOI followers towards the contents and strategies

implemented in the social media such as tenant promo information, event, or

even quizzes with prizes. This too affects the followers loyalty to keep being the

followers or fans in MOI social media accounts.

4.2.5. Strength and Weakness in Mall of Indonesia Social Media Usage

In the social media activities, MOI often conducts in the form of

interactions or promotion about one event through Facebook and Twitter. Both

social media are the best and mostly used by the people of Indonesia now.

Facebook is the most popular social network with more than 750 millions of

users and 30 billions of content keeping (web link, news, blog posting, notes,

photo albums) in every month (Facebook, 2011). According Lon Safko (2010),

Twitter is a specific social media intended to spread the communication.

The strenght in social media usage by Mall of Indonesia is that the

conveyed information are clear, detail and informative, so that it is easily

accepted by its follower. Every post through Twitter or Facebook will present in

the timeline or homepage of every MOI social media followers. In its social

media activities, MOI also uses services such as foto upload, link and video. On

top of that, Twitter and Facebook give an ease of use to its user by allowing
 81

them to install and access it on various software platfom, on PC desktop or

smartphone.

The weakness in social media usage by Mall of Indonesia is since the

information will be instantly received by its followers. Therefore, the content of

messages delivered must not contain issues racism, ethnicity, religion and inter-

group, and negative matters. Because many phenomenons happen nowadays

on one social media account delivering a negative information or message that

finally negatively impacting to its followers, whom mostly will unsubscribe

themselves with the accounts. This also happens when the content is

monotonous, causing the followers feel bored and finally choose not to folllow

that social media account.

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CHAPTER V

CONCLUSION AND RECOMMENDATION

5.1. Conclusion

Social media recently has become a new phenomenon in the whole wide

world, including in Indonesia. Generally, nowadays people tends to interact to

each other through social media network, such as Facebook and Twitter. Social

media networks have become the main platfom to interact from one individual to

another or even from one to many millions of people around the world.

Responding to this phenomenon, many company make this as a promising

business opportunity for public relation related activities, such as promotion in

social media.

The result of study by the researcher about the social media activity is

that through social media network such as Facebook and Twitter, Mall of

Indonesia use these both as the promotional media, and as part of its public

relations strategy. It can be concluded that MOIs purpose to do social media

activities are not only to do a promotion, but also to do a brand engagement,

brand awareness and word of mouth, between MOI and its social media

followers. Brand engagement goes quite well by measuring from the significant

increasing number of followers in Twitter and number of LIKE for Facebook fans,

every month. Message content of every post in MOIs Twitter and Facebook
 83

accounts are tailored successfully and get positive feedback from its visitors.

Mall of Indonesia itself has quite a significant number of mall visitors, including

the regular daily visitor. Besides the regular visitor of every event, there are

always new visitors who are actually some of the followers from MOI social

media network. Therefore, it can be said that the promotion done in the social

media has built a quite large and active network, through high quality information

and contents delivered and are able to be trusted by its followers. In the future,

Mall of Indonesia must always develop more activities in its social media, in

order to increase the number of followers and like, and also to increase the level

of engagement in every activity. This may serve as a strategy that is beneficial

in the future.

The word of mouths activity stimulated by MOIs social media activities,

is able to measured by the number of retweet in Twitter or the number of share

in Facebook, done by MOI followers. These are responding to the ongoing event

and quiz with prize by answering question given by MOI.

The impact of successful social media activities by Mall of Indonesia can

be streng then by the positive feedback given on every every posted message

or information from its followers. On top of that, every month there is a trend of

increasing number of followers and likes. The followers in MOI social media

network also conduct a word of mouth activity deliberately or indeliberately by

conveying message about their perspective about Mall of Indonesia, or about

 84

the information content, via Facebook and Twitter, which then finally are read by

others.

5.2. Recommendation

The following recommendations are offered as possible ways for

improving this study, academically and practically. The researcher will explain

the recommendation as below:

5.2.1. Academic Recommendation

It is needed to do a further research in more detail about the social media

activities in Facebook and Twitter as part of its public relation strategi through

quantitative method. On top of that, another reseach can be done to observe

other competiting shopping mall, especially in Jakarta, in which the growth of

property industry is substantially amazing, including the developments of new

malls.

5.2.2. Practical Racommendation.

1. By the increasing level of competition in the shopping mall industry

currently, it is essential to implement new strategy in creating a more

interesting content for its social media activities. MOI needs to find new

idea and innovation in developing its activities in social media.

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2. Starting to analyze in using the new social media network in respond to

the growing current trend in using Instagram, Periscope, Snapchat and

many other social networks.

3. Activities in social media can be supported by other digital activities in the

promotional activities of MOI, such as website syncing, digital ads

implementation, using buzzer in assisting the marketing campaign and

many other supporting activities.

4. Keep on monitoring the recent news within its social media networks,

because social media is often used by every level of people. Therefore,

public relations role is very important to respond prudently on every

comments or feedbacks in its social media networks, and to avoid giving

the negative responds.

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