STRATEGI KOMUNIKASI DALAM MEMBANGUN REPUTASI PADA ORGANISASI PADUAN SUARA MAHASISWA UNIVERSITAS MERCU BUANA PADA PERIODE KEPENGURUSAN 2023/2024

AHMAD, WIRDA NAILA (2026) STRATEGI KOMUNIKASI DALAM MEMBANGUN REPUTASI PADA ORGANISASI PADUAN SUARA MAHASISWA UNIVERSITAS MERCU BUANA PADA PERIODE KEPENGURUSAN 2023/2024. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Communication strategy is a planned effort by an organization to convey messages effectively to build its image and reputation in the eyes of the public. This research discusses the communication strategies implemented by the Mercu Buana University Student Choir Organization (PSM UMB) in the 2023/2024 management period to build the organization's reputation. This research aims to determine and analyze communication strategies in building reputation at the Mercu Buana University Student Choir Organization for the 2023/2024 management period. This research uses Chris Fill's communication strategy theory, namely Push Strategy, Pull Strategy, and Put Strategy, while using supporting theory, namely Argenti & Forman's organizational reputation theory. This research uses a qualitative case study approach and a constructivism paradigm. Data collection was carried out through observation, interviews and documentation as well as data analysis techniques from Miles and Huberman. The research results show that PSM UMB implements a push strategy through strengthening internal communication, a pull strategy through maintaining relationships with external parties, and a put strategy through strengthening the organization's professional existence. PSM UMB's reputation is formed from a consistent organizational identity, a positive image in the eyes of the public, and alignment with constituent beliefs. It is hoped that this research can contribute as reference material for further research that discusses similar themes, especially related to communication strategies and building the reputation of student organizations. Keywords: Communication Strategy, Organizational Reputation, Student Choir Organization of Mercu Buana Universitasity (PSM UMB) Strategi komunikasi merupakan upaya terencana yang dilakukan organisasi untuk menyampaikan pesan secara efektif guna membangun citra dan reputasi di mata publik. Penelitian ini membahas strategi komunikasi yang diterapkan oleh Organisasi Paduan Suara Mahasiswa Universitas Mercu Buana (PSM UMB) pada periode kepengurusan 2023/2024 dalam upaya membangun reputasi organisasi. Penelitian ini bertujuan untuk mengetahui dan menganalisis strategi komunikasi dalam membangun reputasi pada Organisasi Paduan Suara Mahasiswa Universitas Mercu Buana periode kepengurusan 2023/2024. Penelitian ini menggunakan teori strategi komunikasi Chris Fill yaitu Push Strategy, Pull Strategy, dan Put Strategy adapun menggunakan teori pendukung yaitu teori reputasi organisasi Argenti & Forman. Penelitian ini menggunakan metode kualitatif pendekatan studi kasus serta paradigma konstruktivisme. Pengumpulan data dilakukan melalui observasi, wawancara dan dokumentasi serta teknik analisis data dari Miles dan Huberman. Hasil penelitian menunjukkan bahwa PSM UMB menerapkan push strategy melalui penguatan komunikasi internal, pull strategy melalui pemeliharaan hubungan dengan pihak eksternal, serta put strategy melalui penguatan eksistensi organisasi secara profesional. Reputasi PSM UMB terbentuk dari identitas organisasi yang konsisten, citra positif di mata publik, dan keselarasan dengan kepercayaan konstituen. Penelitian ini diharapkan dapat memberikan kontribusi sebagai bahan rujukan bagi penelitian selanjutnya yang membahas tema serupa, khususnya terkait strategi komunikasi dan pembentukan reputasi organisasi mahasiswa. Kata Kunci : Strategi komunikasi, Reputasi Organisasi, UKM PSM UMB

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44222010102
Uncontrolled Keywords:	Strategi komunikasi, Reputasi Organisasi, UKM PSM UMB
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 > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 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 400 Language/Bahasa > 400. Language/Bahasa > 401 Philosopy and Theory/Filsafat dan Teori Bahasa > 401.4 Language and Communication, Lexicology/Bahasa dan Komunikasi, Leksikologi > 401.41 Semiotics/Semiotik 500 Natural Science and Mathematics/Ilmu-ilmu Alam dan Matematika > 500. Natural Science and Mathematics/Ilmu-ilmu Alam dan Matematika > 507 Education, Research/Pendidikan, Riset dan Topik Terkait di Bidang Ilmu Pengetahuan Alam > 507.2 Research; Statistical Methods/Penelitian; Metode Statistik
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	19 Feb 2026 07:27
Last Modified:	19 Feb 2026 07:27
URI:	http://repository.mercubuana.ac.id/id/eprint/101011

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