ABSTRAK
Anggia Risma Putri, 210110090101, Jurusan Manajemen Komunikasi, Fakultas Ilmu Komunikasi, Universitas Padjadjaran. Penelitian ini berjudul “Strategi Komunikasi Kegiatan Crowdfunding di PT. Dukungan Karya Nusantara”. Dengan pembimbing Dr. Asep Suryana, M.Si, sebagai pembimbing utama dan Dr. Hj. Rd. Funny Mustikasari E, M.Si, sebagai pembimbing pendamping.
Tujuan dari penelitian ini adalah untuk mengetahui alasan penggunaan social media dalam kegiatan crowdfunding, strategi penggunaan media, dan strategi meraih kepercayaan publik dalam kegiatan crowdfunding.
Metode yang digunakan pada penelitian ini adalah metode studi kasus. Penelitian studi kasus merupakan uraian dan penjelasan yang komprehensif mengenai suatu fenomena atau kasus yang memiliki keunikan. Jumlah narasumber sebanyak tujuh orang narasumber yang berhubungan langsung dengan kegiatan crowdfunding.Pengumpulan data dilakukan dari tanggal 13 Maret 2013 sampai 9 Mei 2013 dengan melakukan wawancara, observasi, dan studi dokumentasi yang dilakukan di Bandung dan Jakarta yang telah disetujui oleh penulis dan narasumber.
ABSTRACT
Anggia Risma Putri, 210110090101, majoring in Communication
Management, Communication Sciences Faculty, University of Padjadjaran. The
research is titled "Communication Strategy Crowdfunding in PT. Dukungan
Karya Nusantara". Supervised by Dr. Asep Suryana, M.Si as the supervisor and
Dr. Hj. Rd. Funny Mustikasari E, M.Si as a co-supervisor.
This research aimed to find out the reason for using social media in
crowdfunding, the media strategy in crowdfunding, and the strategy to reach
public trust in crowdfunding.
The method used in this research is case study method. Case study is a
comprehensive description and explanation of phenomena or cases which has
uniqeness. This research involved seven participants who directly do
crowdfunding in PT. Dukungan Karya Nusantara. The data were collected by
using interviews, observation, and documentation study from March 13th 2013
until May 9th 2013 which was taken in Bandung and Jakarta that had been
approved by the author and participants.
The results showed that the communication strategy on crowdfunding
activities at PT. Dukungan Karya Nusantara through social media is an effective
method in the process of publishing the project because of its interactive nature,
easily accessible, and have many users. Strategic use of the media are to do with
the selection of the message, audience selection, and scheduling. While the
strategy was to reach the public trust are by actively publicizing and utilizing a
