MARDIYANA, SEPTY (2019) PENGARUH PROGRAM KOMUNIKASI CORPORATE REBRANDING TERHADAP SENSE OF BELONGING KARYAWAN OUTSOURCING PT GAPURA ANGKASA (Survei pada PT Gapura Angkasa Cabang Warehouse dan Logistik Bandara Internasional Soekarno-Hatta Kota Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
When a company rebrands, the company should inform the changes to the public, both internal and external through appropriate communication programs. Internal communication essentially aims to establish good relations with the internal public, including to create a sense of belonging between employees and the company. This research was conducted to determine the effect of corporate rebranding communication programs on the sense of belonging of outsourcing employees of PT Gapura Angkasa Warehouse and Logistics Branch. This study uses several relevant theories such as organizational communication theory, public relations, evaluation of communication programs, brand and corporate rebranding, corporate identity, and sense of belonging. This research uses a quantitative approach with an explanatory type. Sampling using a proportional random sampling technique and the results obtained 94 respondents. Data analysis techniques used were correlation test, simple linear regression test and F test. The results of this study indicate that the relationship between corporate rebranding communication programs with the sense of belonging of outsourcing employees is 0.816 and has an influence of 66.7%. The conclusion of this research is the corporate rebranding communication program has a very strong relationship and gives a positive and significant influence on the sense of belonging of outsourcing employees. Communication program research advice is not only about rebranding but also about other programs that can meet employee information needs. Keywords: Communication Program, Corporate rebranding, Sense of belonging haan menginformasikan perubahan tersebut kepada khalayaknya, baik internal maupun eksternal melalui program-program komunikasi yang tepat. Komunikasi internal pada hakikatnya bertujuan untuk menjalin hubungan baik pada publik internal, diantaranya untuk menimbulkan sense of belonging antara karyawan dengan perusahaan. Penelitian ini dilakukan untuk mengetahui sejauhmana pengaruh program komunikasi corporate rebranding terhadap sense of belonging karyawan outsourcing PT Gapura Angkasa Cabang Warehouse dan Logistik. Penelitian ini menggunakan beberapa teori yang relevan seperti teori komunikasi organisasi, public relations, evaluasi program komunikasi, brand dan corporate rebranding, corporate identity, serta sense of belonging. Penelitian ini menggunakan pendekatan kuantitatif dengan tipe eksplanatif. Penarikan sampel menggunakan teknik proportional random sampling dan diperoleh hasil 94 responden. Teknik analisis data yang digunakan yaitu uji korelasi, uji regresi linear sederhana dan uji F. Hasil penelitian ini menunjukkan bahwa hubungan antara program komunikasi corporate rebranding dengan sense of belonging karyawan outsourcing adalah sebesar 0,816 dan memiliki pengaruh sebesar 66,7%. Simpulan penelitian ini adalah program komunikasi corporate rebranding mempunyai hubungan yang sangat kuat dan memberikan pengaruh yang positif serta signifikan terhadap sense of belonging karyawan outsourcing. Saran penelitian program komunikasi tidak hanya mengenai rebranding saja akan tetapi mengenai program lainnya yang dapat memenuhi kebutuhan informasi karyawan. Kata kunci: Program Komunikasi, Corporate rebranding, Sense of belonging
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 19 271 |
| NIM/NIDN Creators: | 44215110022 |
| Uncontrolled Keywords: | Program Komunikasi, Corporate rebranding, Sense of belonging |
| 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 > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika 600 Technology/Teknologi > 620 Engineering and Applied Operations/Ilmu Teknik dan operasi Terapan 700 Arts/Seni, Seni Rupa, Kesenian > 720 Architecture/Arsitektur > 725 Public Structures Architecture/Arsitektur Struktur Umum |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | MILA RISKA |
| Date Deposited: | 03 Mar 2023 07:34 |
| Last Modified: | 03 Mar 2023 07:34 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/74637 |
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