FAHMI, AFTON (2019) IDENTIFIKASI PERAN DAN FUNGSI CORPORATE COMMUNICATION DALAM MEMELIHARA REPUTASI PT GARUDA INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study discusses the Identification of the Role and Function of Corporate Communication in maintaining the reputation of PT Garuda Indonesia. The background to the problem is that since the era of Indonesian Reformation and along with the development of national and international aviation, not many airline companies are able to survive in that competitive conditions, if not supported by strong financial and professional company management. PT Garuda Indonesia is one of the state-owned companies that still survive until today. The purpose of this study is to explain the role and function of Corporate Communication in maintaining the company's reputation at PT. Garuda Indonesia (Persero) Tbk. Over the past 1 decade. This research uses a descriptive qualitative research type. The data collection techniques carried out by interviews and literature. The data validity technique for this study is the triangulation of data sources, then the data obtained are described and developed based on the Image Formation model by John S. Nimpoeno. The results of this study indicate that the role and function of Corporate Communication at PT. Garuda Indonesia (Persero) Tbk is implementing an effective corporate communication strategy to maintain the company's reputation and build internal and external public trust in Garuda Indonesia. The Role of Corporate Communication at PT. Garuda Indonesia (Persero) Tbk is as a Communicator, a spokesperson who represents the company in providing all available information related to all forms of communication carried out by the company by its activities, promotions, or policies issued by the company's management. Keywords: Role and Function, Corporate Communications, Reputation. Penelitian ini membahas Identifikasi Peran dan Fungsi Corporate Communication dalam memelihara Reputasi PT Garuda Indonesia. Latar belakang masalah yang diambil yaitu, seiring perkembangan penerbangan nasional maupun internasional, tidak banyak perusahaan maskapai penerbangan yang mampu bertahan dalam kondisi persaingan, jika tidak didukung dengan financial yang kuat dan manajemen perusahaan yang profesional. PT. Garuda Indonesia (Persero) Tbk merupakan salah satu perusahaan BUMN yang masih bertahan sampai sekarang. Tujuan penelitian ini adalah menjelaskan peran dan fungsi Corporate Communication dalam memelihara reputasi perusahaan di PT. Garuda Indonesia (Persero) Tbk. Selama 1 dekade terakhir. Penelitian ini menggunakan tipe penelitian deskriptif kualitatif. Teknik pengumpulan data dilakukan dengan wawancara dan kepustakaan. Teknik keabsahan data yang digunakan dalam penelitian ini adalah triangulasi sumber data, kemudian data yang diperoleh diuraikan serta dikembangkan berdasarkan model Pembentukan Citra oleh John S. Nimpoeno. Hasil penelitian ini menunjukkan bahwa Corporate Communication di PT. Garuda Indonesia (Persero) Tbk menjalankan peran dan fungsi public relations dengan baik. Peran dan fungsi yang dominan adalah sebagai Teknisi Komunikasi yakni menciptakan komunikasi dua arah serta menjaga agar saluran komunikasi tetap terbuka untuk publik eksternal perusahaan terutama kepada media dan pelanggan terhadap penyebaran informasi yang akan menciptakan citra positif dalam rangka memelihara reputasi perusahaan di masyarakat luas. Kata Kunci: Peran dan Fungsi, Corporate Communications, Reputasi.
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