PENGARUH PROGRAM KESEJAHTERAAN KARYAWAN PARAGON CORP DI MEDIA SOSIAL TIKTOK TERHADAP CITRA PERUSAHAAN

PUTRI, MUTIARA DANIYA (2025) PENGARUH PROGRAM KESEJAHTERAAN KARYAWAN PARAGON CORP DI MEDIA SOSIAL TIKTOK TERHADAP CITRA PERUSAHAAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study is motivated by the increasing use of TikTok as a corporate communication platform in building corporate image in the digital era. PT Paragon Technology and Innovation, through Paragon Corp, actively communicates its employee welfare programs by TikTok content, including employee benefits, work facilities, and internal company activities. This phenomenon is important to examine because employee welfare programs, which were previously internal in nature, are now publicly communicated and potentially influence public perception of the company. This research is grounded in Organizational Communication Theory, which views internal communication as an essential component in shaping corporate image, and Audience Reception Theory proposed by Stuart Hall, which explains how audiences interpret and give meaning to messages delivered through media. In this study, employee welfare programs are positioned as communication messages encoded by the company and decoded by audiences through visual and narrative content on TikTok. The research employed a quantitative method using a survey approach. Data were collected through the distribution of questionnaires to 100 respondents who are active TikTok users and are familiar with Paragon Corp’s employee welfare content. The data were analyzed using parametric statistical techniques with SPSS version 27, including validity testing, reliability testing, simple linear regression analysis, coefficient of determination analysis, and t-test analysis. The results indicate that the Employee Welfare Program communicated through TikTok has a positive and significant effect on Corporate Image. The simple linear regression analysis shows a regression coefficient of 0.779 with a significance value of 0.001 (<0.05). The t-test results show a t-value of 13.367, which is greater than the t-table value of 1.984, indicating that the alternative hypothesis is accepted. The coefficient of determination (R²) of 64.6% demonstrates that the Employee Welfare Program significantly explains variations in Corporate Image. Based on these findings, it can be concluded that communicating employee welfare programs through TikTok plays a significant role in shaping a positive corporate image of PT Paragon Technology and Innovation. Content that highlights the company’s concern for employee welfare is effective in building positive public perceptions and strengthening corporate image in the digital era. Keywords: Employee Welfare Program, TikTok, Corporate Image, Organizational Communication, Social Media. Penelitian ini dilatarbelakangi oleh semakin intensifnya pemanfaatan media sosial TikTok sebagai sarana komunikasi bagi perusahaan dalam membangun citranya di era digital. PT Paragon Technology and Innovation melalui TikTok Paragon Corp secara aktif mengomunikasikan program kesejahteraan karyawan melalui konten TikTok, seperti fasilitas kerja, tunjangan, dan aktivitas internal perusahaan. Fenomena ini menarik untuk diteliti karena program kesejahteraan karyawan yang sebelumnya bersifat internal kini disampaikan secara terbuka kepada publik dan berpotensi memengaruhi citra perusahaan. Penelitian ini didasarkan pada Teori Komunikasi Organisasi yang memandang komunikasi internal sebagai bagian dari pembentukan citra perusahaan, serta Teori Penerimaan Pesan (Audience Reception Theory) oleh Stuart Hall yang menjelaskan bagaimana audiens memaknai pesan yang disampaikan melalui media. Program kesejahteraan karyawan ini diposisikan sebagai pesan komunikasi yang disampaikan oleh perusahaan dan diterima oleh audiens melalui konten visual dan naratif di TikTok. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan survei. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 100 responden yang merupakan pengguna aktif TikTok dan mengetahui konten program kesejahteraan karyawan Paragon Corp. Data dianalisis menggunakan statistik parametrik dengan bantuan SPSS versi 27 melalui uji validitas, uji reliabilitas, uji regresi linear sederhana, uji koefisien determinasi, dan uji t. Hasil penelitian menunjukkan bahwa Program Kesejahteraan Karyawan yang dikomunikasikan melalui media sosial TikTok berpengaruh positif dan signifikan terhadap Citra Perusahaan. Hasil uji regresi linear sederhana menghasilkan koefisien regresi sebesar 0,779 dengan nilai signifikansi 0,001 (<0,05). Uji t menunjukkan nilai t hitung sebesar 13,367 lebih besar dari t tabel 1,984, sehingga hipotesis alternatif diterima. Nilai koefisien determinasi (R²) sebesar 64,6% menunjukkan bahwa Program Kesejahteraan Karyawan mampu menjelaskan perubahan Citra Perusahaan secara signifikan. Berdasarkan hasil penelitian tersebut, dapat disimpulkan bahwa komunikasi program kesejahteraan karyawan melalui TikTok berperan penting dalam membentuk citra positif PT Paragon Technology and Innovation. Konten yang menampilkan kepedulian perusahaan terhadap karyawan mampu membangun persepsi publik yang positif dan memperkuat citra perusahaan di era digital. Kata kunci: Program Kesejahteraan Karyawan, TikTok, Citra Perusahaan, Komunikasi Organisasi, Media Sosial.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44222010132
Uncontrolled Keywords: Program Kesejahteraan Karyawan, TikTok, Citra Perusahaan, Komunikasi Organisasi, Media Sosial.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: khalimah
Date Deposited: 05 Jan 2026 07:29
Last Modified: 05 Jan 2026 07:29
URI: http://repository.mercubuana.ac.id/id/eprint/100479

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