The Impact of the Functions of Communication on Corporate Image (Survey towards Indonesian Followers of ZEN Rooms’ Instagram)
AbstractAccording to the results of the research conducted by Cuponation (Nancy, 2018), Indonesia has the fourth highest Instagram user in the world. The features that exist in Instagram made four of the communication functions, which are: to inform, to educate, to entertain and to influence (Effendy, 2003 in Shirley and Azeharie, 2014), delivered easily to the audience. The features in Instagram include these four communication functions, combined with other advantages of new media, are utilized by companies as a communication medium to build and manage the companies’ image. This study aims to determine the extent of the impact of the communication function on ZEN Rooms Company Image, especially on Instagram towards its followers in Indonesia by using the stimulus-organism-response theory that is relevant to the image formation process. The type of this research is an explanatory survey research with a quantitative approach. The method is survey research towards ZEN Rooms Indonesia's Instagram followers, using questionnaires as its instrument to 390 respondents which are selected by using non-probability purposive sampling method. The result of this study indicates that communication function has positive and significant impact on the corporate image of ZEN Rooms Indonesia by 75%.Keywords: Communication Function, Social Media, Instagram Company Image
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