OLVYLIA, PRISCILLA (2026) FUNGSI PUBLIC RELATIONS DALAM MEMPERTAHANKAN HUBUNGAN BAIK MELALUI PROGRAM KETERLIBATAN NASABAH DI PT. PERMODALAN NASIONAL MADANI (PNM) JAKARTA SELATAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the Public Relations (PR) function of PT Permodalan Nasional Madani (PNM) in maintaining good relationships with customers through customer engagement programs, specifically the PNM Mekaar service, which targets underprivileged women. The background to this research is based on the intense competition in the microfinance sector and the increasing need for effective communication strategies to maintain the loyalty of PNM's more than 21 million customers throughout Indonesia. The research problem is how the Public Relations function is implemented in maintaining good relationships with customers through customer engagement programs and its success. This study uses a qualitative approach with descriptive methods. Data collection techniques were conducted through in-depth interviews, observation, and documentation, with a focus on participatory programs such as coaching activities, events, comparative studies, and customer product exhibitions. The results show that PNM's PR function is implemented strategically through two-way communication, a group-based personal approach, and empowerment programs that build trust, satisfaction, and emotional attachment among customers. The implementation of this PR function not only plays a role in shaping a positive company image but also increases loyalty and the quality of long-term relationships between the company and its customers. This study concludes that customer engagement programs are an effective relationship management strategy for supporting corporate business sustainability amidst the competitive landscape of microfinance institutions. Academically, this research contributes to the development of public relations studies, particularly in the context of customer engagement in the financial services sector. Practically, it serves as a reference for companies in designing communication strategies oriented toward long-term relationships. Keyword : Public Relations, Customer Engagament, Loyality, PNM Mekaar Penelitian ini bertujuan untuk menganalisis fungsi Public Relations (PR) PT Permodalan Nasional Madani (PNM) dalam mempertahankan hubungan baik dengan nasabah melalui program keterlibatan nasabah, khususnya pada layanan PNM Mekaar yang menyasar perempuan pra-sejahtera. Latar belakang penelitian ini didasari oleh tingginya persaingan di sektor pembiayaan mikro serta meningkatnya kebutuhan strategi komunikasi yang efektif dalam menjaga loyalitas lebih dari 21 juta nasabah PNM di seluruh Indonesia. Rumusan masalah penelitian ini adalah bagaimana penerapan fungsi Public Relations dalam mempertahankan hubungan baik dengan nasabah melalui program keterlibatan nasabah serta sejauh mana keberhasilannya. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi, dengan fokus pada program-program partisipatif seperti kegiatan pembinaan, event, studi banding, serta pameran produk nasabah. Hasil penelitian menunjukkan bahwa fungsi PR PNM dijalankan secara strategis melalui komunikasi dua arah, pendekatan personal berbasis kelompok, serta program pemberdayaan yang mampu membangun kepercayaan, kepuasan, dan keterikatan emosional nasabah. Implementasi fungsi PR tersebut tidak hanya berperan dalam membentuk citra positif perusahaan, tetapi juga meningkatkan loyalitas dan kualitas hubungan jangka panjang antara perusahaan dan nasabah. Penelitian ini menyimpulkan bahwa program keterlibatan nasabah merupakan strategi relationship management yang efektif dalam mendukung keberlanjutan bisnis perusahaan di tengah persaingan lembaga keuangan mikro. Secara akademis, penelitian ini memberikan kontribusi dalam pengembangan kajian Public Relations, khususnya pada konteks customer engagement di sektor jasa keuangan, serta secara praktis menjadi referensi bagi perusahaan dalam merancang strategi komunikasi yang berorientasi pada hubungan jangka panjang. Kata Kunci : Public Relations, Keterlibatan Nasabah, Loyalitas, Pnm Mekaar
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