STRATEGI PUBLIC RELATIONS OPTIK MELAWAI DALAM MEMPERTAHANKAN REPUTASI PT MELAWAI PRIMA PERIODE 2018-2019

WAHYUNI, CICILIA INDAH SRI (2020) STRATEGI PUBLIC RELATIONS OPTIK MELAWAI DALAM MEMPERTAHANKAN REPUTASI PT MELAWAI PRIMA PERIODE 2018-2019. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This thesis is titled "Melawai Optics Public Relations Strategy in Maintaining PT Melawai Prima's Reputation Period 2018-2019". This research is based on the fact that for almost 26 years PT Melawai Prima did not use the Public Relations division, but Optik Melawai experienced progress in communication with various parties resulting in good company growth. This is something unique. Research based on Cutlip's theory of Public Relations as a management function that builds and maintains good and beneficial relationships between organizations and the public that affect organizational success or failure. The study was conducted based on qualitative research methods with the type of descriptive research through in-depth interviews with a number of relevant parties and literature studies. The paradigm used is Post-positivism. The results showed that in carrying out the public relations function, PT Melawai Prima relied on quality, good service, and active communication through various events to their stakeholders. For example, by creating a number of marketing concepts, product innovations and annual events that are building relationships with stakeholders. So, Optical Melawai's public relations strategy in maintaining the company's reputation is to use several events that are routinely carried out with a variety of marketing concepts delivered at the event, not to forget also by innovating on products, and always improving product quality and service quality. Skripsi ini berjudul “Strategi Public Relations Optik Melawai dalam Mempertahankan Reputasi PT Melawai Prima Periode 2018-2019”. Penelitian ini didasari oleh kenyataan selama hampir 26 tahun PT Melawai Prima tidak menggunakan divisi Public Relations, namun Optik Melawai mengalami kemajuan dalam komunikasi dengan berbagai pihak yang berakibat pada pertumbuhan perusahaan yang baik. Ini sesuatu yang unik. Penelitian berdasarkan pada teori Cutlip tentang Public Relations sebagai fungsi manajemen yang membangun dan mempertahankan hubungan yang baik dan bermanfaat antara organisasi dengan publik yang mempengaruhi kesuksesan atau kegagalan organisasi. Penelitian dilakukan berdasarkan metode penelitian kualitatif dengan tipe penelitian deskriptif melalui wawancara mendalam dengan sejumlah pihak yang relevan dan studi pustaka. Paradigma yang digunakan adalah Post-positivisme. Hasil penelitian menunjukkan bahwa dalam menjalankan fungsi kehumasan, PT Melawai Prima mengandalkan kualitas, pelayanan yang baik, dan komunikasi yang aktif melalui berbagai acara kepada stakeholder mereka. Misalnya dengan menciptakan sejumlah konsep marketing, inovasi produk dan annual event yang sifatnya membangun relasi dengan stakeholder. Jadi, strategi public relations Optik Melawai dalam mempertahankan reputasi perusahaan adalah dengan menggunakan beberapa event yang rutin dilaksanakan dengan berbagai konsep marketing yang disampaikan dalam event tersebut, tak lupa juga dengan berinovasi pada produk, serta selalu meningkatkan kualitas produk dan kualitas pelayanan.

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