STRATEGI PUBLIC RELATIONS PT. BUKA BUKU PUSTAKA DALAM MENINGKATKAN MINAT BACA MASYARAKAT KABUPATEN BANDUNG

HARTOMO, VIVI FITRIA (2022) STRATEGI PUBLIC RELATIONS PT. BUKA BUKU PUSTAKA DALAM MENINGKATKAN MINAT BACA MASYARAKAT KABUPATEN BANDUNG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is backgrounded on the information provided by UNESCO regarding the very low interest in reading by the Indonesian people, therefore it is necessary to take action and concern from the book distributor to participate in dealing with this matter. The purpose of this study is to know the Public Relations Strategy of PT. Buka Buku Pustaka in Increasing the reading interest of the people of Bandung Regency, Soreang District. The concept used in this study is the Public Relations Strategy of the Cooperation Approach according to Ahmad S. Adnanputra, President of the Jayakarta Institute of Business and Management, and uses four stages according to Cutlip and the Center in a book entitled Effective Public Relations. The four stages of the Public Relations strategy process are Defining Problems (Problem identification), Planning and Programming (Planning Program), Taking Action and Communicating (Implementation Program), and Evaluating Problems (Evaluation Program). This research uses the paradigm of Post-Positivism to understand the reality that already exists and has occurred, The approach that the author takes is a descriptive qualitative approach with data collection techniques through interviews. The main resource persons who interviewed researchers were the head of the division or Supervisor of the Public Relations division of PT Buka Buku Pustaka and the Head of the Library Material Collection Development and Management Section. The results of the study showed that the Public Relations of PT. Buka Buku Pustaka uses the Cooperation approach strategy and carries out a four-step process that results in three activity programs: The Reading Motor, Micro Library, and Community Reading Garden. These three activity programs have succeeded in increasing the reading interest of the people of Soreang District, and Bandung Regency with the increase in visitors and the increasing number of residents who buy books at the Bumi Fiksi marketplace. Keywords: Public Relations strategy, interest in reading, increasing the interest in reading by regional communities. Penelitian ini dilatar belakangi oleh informasi yang di berikan UNESCO terkait minat membaca masyarakat Indonesia sangat rendah, maka dari itu diperlukan adanya tindakan dan kepedulian dari pihak distributor buku untuk turut serta menangani hal tersebut. Tujuan penelitian ini Mengetahui Strategi Public Relations PT. Buka Buku Pustaka dalam Meningkatkan minat baca masyarakat Kabupaten Bandung Kecamatan Soreang. Konsep yang digunakan dalam penelitian ini adalah Strategi Public Relations Pendekatan Kerjasama menurut Ahmad S. Adnanputra, Presiden Institut Bisnis dan Manajemen Jayakarta, dan menggunakan empat tahapan menurut Cutlip dan Center dalam buku yang berjudul Effective Public Relation. Empat tahapan proses strategi Public Relations adalah Defining the Problem (Identifikasi masalah), Planning and Programming (Perencanaan Program), Taking Action and Communicating (Pelaksanaan Program), Evaluating the Problem (Evaluasi Program). Penelitian ini menggunakan paradigma Post-Positivisme untuk memahami realitas yang sudah ada dan telah terjadi, Pendekatan yang dilakukan penulis adalah pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara. Narasumber utama yang peneliti wawancara adalah kepala divisi atau Supervisor divisi Public Relations PT Buka Buku Pustaka dan Kepala Seksi Pengembangan Koleksi Dan Pengelolaan Bahan Perpustakaan. Hasil dari penelitian menunjukan pihak Public Relations PT. Buka Buku Pustaka menggunakan strategi pendekatan kerjasama dan melakukan empat langkah proses, menghasilkan tiga program kegiatan yaitu Motor Baca, Micro Library, dan Taman Baca Masyarakat. Ketiga program kegiatan ini berhasil untuk meningkatkan minat baca masyarakat Kecamatan Soreang Kabupaten Bandung dengan meningkatnya pengunjung program kegiatan dan meningkatnya jumlah warga daerah tersebut yang membeli buku melalui market place Bumi Fiksi. Kata Kunci : Strategi Public Relations, minat baca, meningkatkan minat baca masyarakat daerah.

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