Pemanfaatan Video Sharing Youtube Dalam Membangun Reputasi Sekolah
Abstract
Abstract. The use of communication media through video sharing is part of an innovation that can be a sign or bug. The ability of schools to use sharing YouTube videos as a school communication medium will be built according to the expected goals. This research uses a qualitative study, with exploration that is explored in depth. The interview technique was conducted semi-structured. This approach is more flexible for structured interviews and supports finding or describing information that is important to informants. This research is based on 2 prospective students of Charitas High School who are already self-involved and taking care of administrative costs to become prospective Charitas High School students, 2 students from Charitas High School who joined the Intra School Student Organization, 2 alumni of Charitas High School students. In making decisions, teenagers in particular will watch video sharing like YouTube first and make video sharing an easy, efficient and effective medium when things are explored in a fun way. The problems of this research are (1) Why is it important to build reputation through video sharing like YouTube ?; (2) How is the result of using YouTube video sharing in building reputation? From th aims to (1) explore the meaning of using YouTube videos in building reputation; (2) Analyze the results of using YouTube video sharing in building school reputation.
Abstrak. Pemanfaatan media komunikasi melalui video sharing merupakan bagian dari inovasi yang dapat menjadi penciri atau pembeda identitas dan layanan Sekolah dengan institusi lainnya. Kemampuan Sekolah dalam memanfaatkan video sharing YouTube sebagai media komunikasi Sekolah akan membangun reputasi institusi sesuai dengan tujuan yang diharapkan. Penelitian ini menggunakan studi kualiatif, dengan tujuan mengeksplorasi permasalahan secara mendalam. Teknik wawancara dilakukan semi-terstruktur. Pendekatan ini lebih fleksibel daripada wawancara terstruktur dan memungkinkan penemuan atau penjabaran informasi yang penting bagi para informan. Penelitian ini berfokus pada 2 calon siswa Sekolah Menengah Atas Charitas yang sudah mendaftarkan diri dan memenuhi biaya administratif menjadi calon siswa Sekolah Menengah Atas Charitas, 2 siswa dari SMA Charitas yang bergabung dengan Organisasi Siswa Intra Sekolah, 2 orang alumni siswa Sekolah Menengah Atas Charitas. Dalam mengambil keputusan, remaja khususnya, akan menonton video sharing seperti YouTube terlebih dahulu dan menjadikan video sharing tersebut sebagai media yang mudah, efisien dan efektif ketika mengeksplorasi suatu hal dengan cara menyenangkan. Masalah dari penelitian ini adalah (1) Mengapa penting membangun reputasi melalui video sharing seperti YouTube?; (2) Bagaimana hasil dari pemanfaatan video sharing YouTube dalam membangun reputasi?. Dari rumusan pertanyaan tersebut penelitian ini bertujuan untuk (1) Menggali makna dari pemanfaatan video sharing YouTube dalam membangun reputasi; (2) Menganalisis hasil pemanfaatan video sharing YouTube dalam membangun reputasi sekolah.
Keywords
Full Text:
PDFReferences
Alias, Norlidah, Siti Hajar, D. (2013). A Content Analysis in The Studies Of YouTube In Selected Journal. Social and Behavioral Sciences, 103, 10–18.
Amalia, Rizqi. (2020). Pengaruh Kampanye Public Relations No Straw Movement Terhadap Loyalitas Pengunjung Kona Koffie. nter Script: Journal of Creative Communication | Vol. 2, No. 1, Th 2020, 73-85 P-ISSN: 2715-7261 E-ISSN: 2715-7253
Andreassen, T.W. and Lindestad, B. (1998). Customer loyalty and complex services: the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9(1), 7–23.
Argenti, P. . and B. D. (2004). Reputation and the Corporate Brand. Corportae Reputation Review, 6(4), 368–374.
Arrington, M. (2009). ouTube Video streams top 1.2 billion/day. TechCrunch.
Barney, J. B. (2002). Gaining and Sustaining Competitive Advantage, Addison-Wesley, Reading. Addison-Wesley, Reading, MA.
Bush, V., Ferrell, O.C. and Thomas, J. L. (1998). Marketing the business school: an exploratory investigation. Journal of Marketing Education, 20(1), 16–23.
Cheng, X., Dale, C. and Liu, J. (2007). Understanding the characteristics of internet short video sharing: YouTube as a case study.
Comunicar. (2018). Youtubers’ social functions and their influence on pre-adolescence. Media Education Research Journal, 71–
79. https://doi.org/DOI https://doi.org/10.3916/C57-2018-07
Defy Media. (2015). Acumen Report: Youth Video Diet.
Dellacoras, C. (2003). The Digitization of World of Mouth: Promise and Challanges of Online feedback Mechanisms. Management Scince, 1407–1424.
Eryilmaz, M. (2016). Impact Of Hgher Education Institution’s Of Prospective Collaborations. Proceedings of ISERD International Conferencee, Tokyo, Japan. http://www.worldresearchlibrary.org/up_p roc/pdf/591-14871495788-12.pdf
Etang, J. (2008). Public Relations Concepts Practice and Critique. Sage Publications.
Finch, D., S. McDonald, and J. S. (2013). Reputational Interdependence: An Examination of Category Reputation in Higher Education. Journal of Marketing for Higher Education, 23(1), 35–36.
Geisler, G. and Burns, S. (2007). conventions and strategies of the YouTube community. Proceedings of the 7th ACM/IEEE-CS on Gobby and Millei. (2017). Schooling, It’s History and Power. Powers of Curriculum: Sociological Perspectives on Education.
Halvey, M. J. and Kene, M. T. (2007). Analysis online video search and sharing. Proceeding of the Eigteeth Conference on Hypertext and Hypermedia.
Hartono. (2019). Hubungan Antara Kampanye Dengan Sikap Remaja. Inter Script: Journal of Creative Communication Volume 1, No. 1. November 2019
Hatzios, A & Lariscy, R. W. (2008). Perception of utility and importance of international public relations education among educators and practitioners. Journalism & Mass Comunication Educator, 63(3), 241–258
Helm, S. (2006). Exploring the impact of corporate reputation on consumer satisfaction and loyalty. Journal of Customer Behaviour, 5(1), 58–80.
Hidayat, D. N. (2003). Paradigma dan Metodologi Penelitian Sosial Empirik Klasik. Departemen Ilmu Komunikasi FISIP Universitas Indonesia.
Horn, I. schulze. (2015). Business Reputation and Social Media A Primer On Threats and Responses. 16.3.
Jennifer, P. & R. D. (2010). The “WeTube†inYouTube - Creating an Online Community Through Video Sharing. Int.
J. Web. Based Communities, 6(3).
Luscombe, B. (2015). YouTube’s view master.
Time, 186(9/10), 70–75.
Manzilati, A. (2017). MetodologiPenelitian Kualitatif:Paradigma,Metode dan Aplikasi. UniversitasBrawijayaPres(UBPres).
Miles,M.B, Huberman,A.M, dan Saldana, J. (2014). Qualitative Data Analysis.
Paolillo, J. C. (2008). Structure and network in the YouTube core. Proceedings of the 41th Annual Hawaii International Conference on System Science, IEE, Computer Society.
Poerwandari, E. K. (2007). Pendekatan Kualitatif dalam penelitian Psikologi.
Research Hanover. (2015). Best Practices In Improving Reputation and Brand Recognition In Hogher Education. Academy Administration Practice, 3–19.
Rheingold, H. (1993). The Virtual Community: Homesteading on the Electronic Frontier.
Safo Ìn, V. (2009). Measuring the reputation of top US business schools: a MIMIC modelling approach. Corporate Reputation Review, 12(3), 204–228.
Sawyer, R. K. (2011). The Impact of New Media On Intercultural Adaptation.
DOI: http://dx.doi.org/10.29313/.v7i1.27267
