PERAN PUBLIC RELATIONS PADA EVENT GARUDA INDONESIA TRAVEL FAIR PADA BULAN SEPTEMBER 2017 DI JAKARTA CONVENTION CENTER

PUTRI, ANNISA CAHYANI (2018) PERAN PUBLIC RELATIONS PADA EVENT GARUDA INDONESIA TRAVEL FAIR PADA BULAN SEPTEMBER 2017 DI JAKARTA CONVENTION CENTER. S1 thesis, Universitas Mercu Buana.

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Abstract

Public Relations PT. Garuda Indonesia has an important role in good relations with its stakeholders and maintaining customer loyalty to the company. The role of Public Relations is to bridge the relationship between the company and the community through the Garuda Indonesia Travel Fair (GATF) event. The purpose of this study is to find out how much the role of Public Relations in the effort to maintain customer loyalty PT. Garuda Indonesia. Literature review refers to the notions of general communication and Public Relations. Public Relations role theory used by researchers refers to Cutlip theory, Scoot M. Center, Allen H. and Glen Broom namely Communication Technicians, Expert Prescriber, Communication Facilitator, and Problem Solving Facilitators. This study uses a qualitative approach with the type of descriptive research. The research method used is a case study by conducting in-depth interviews with informants. The results of this study indicate the role of Public Relations of PT. Garuda Indonesia is included in the four roles of Public Relations namely Communication Technicians, Expert Prescriber, Communication Facilitators, and Problem Solving Facilitators. The most dominant role of Public Relations is the Communication Technician and Communication Facilitator. This study concludes that the role of Public Relations is very important in an event, one of which is to maintain customer loyalty to PT. Garuda Indonesia. And also to maintain good relationships with customers. Keywords: Public Relations Role. Public Relations PT. Garuda Indonesia memiliki peranan penting dalam hubungan baik dengan stakeholdernya. Peran Public Relations adalah menjembatani hubungan antara perusahaan dengan masyarakat melalui event Garuda Indonesia Travel Fair (GATF). Tujuan penelitian ini adalah untuk mengetahui seberapa besar peran Public Relations PT. Garuda Indonesia pada event Garuda Indonesia Travel Fair. Tinjauan pustaka mengacu kepada pengertian-pengertian dari komunikasi secara umum dan Public Relations. Teori peran Public Relations yang digunakan peneliti mengacu kepada teori Cutlip, Scoot M. Center, Allen H. dan Glen Broom yaitu Teknisi Komunikasi, Expert Prescriber, Fasilitator Komunikasi, dan Fasilitator Pemecah Masalah. Penelitian ini menggunakan pendekatan kualitatif dengan tipe penelitian deskriptif. Metode penelitian yang digunakan adalah studi kasus dengan melakukan wawancara mendalam kepada narasumber. Hasil penelitian ini menunjukan peran Public Relations PT. Garuda Indonesia masuk kedalam empat peran Public Relations yakni Teknisi Komunikasi, Expert Prescriber, Fasilitator Komunikasi, dan Fasilitator Pemecah Masalah. Peran Public Relations yang paling dominan adalah Teknisi Komunikasi dan Fasilitator Komunikasi. Penelitian ini menyimpulkan bahwa peran Public Relations suatu perusahaan/organisasi sangat penting pada suatu event yang sedang dijalankan oleh perusahaan/organisasi. Kata Kunci : Peran Public Relations.

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