GHAISANI, RISDIYANTY (2021) PENGUATAN IDENTITAS KOPERASI INDONESIA MENUJU DAYA SAING GLOBAL (Studi Kasus Komunikasi Organisasi di Koperasi Simpan Pinjam Sahabat Mitra Sejati). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of cooperatives in Indonesia today seems to be running in place, due to lack of interest and knowledge of the community towards cooperatives, one contributing factors is that the community considers that cooperatives cannot keep up with the times, both in the system, services and also access. To attract public interest, some cooperatives in Indonesia try to make the same services and products as banking and leasing. However the treatment (service) and calculation are different, one of which is the KSP Sahabat Mitra Sejati. Global competition requires KSP Sahabat Mitra Sejati to strengthen the company's identity as a differentiator with other companies. The research method used is a case study with data collection techniques carried out through interviews and observations.The results of this study are the previous identity which has been managed by KSP Sahabat Mitra Sejati, namely by making a company logo, uniform and ID card, establish internal and external communication by holding activities both inside and outside the company and also corporate culture where KSP uses "Budaya Tiga Tangan". Strengthening the identity of KSP Sahabat Mitra Sejati in dealing with global competition by means of market conditions while looking at the market conditions and Nature of Industry. Market conditions are carried out by looking at the needs of people who are very depending on technology, thus encouraging KSP Sahabat Mitra Sejati to make digital products called Sobatku. In the application of Sobatku KSP Sahabat Mitra Sejati made an impression that cooperatives are no longer obsolete but now cooperatives are present for all generation including millennials. While Nature of Industry is used to view the audit of KSP Sahabat Mitra Sejati's financial statements as a measurement tool for the development of corporate business entities, where the strengthening of corporate identity through the Sobatku application is able to influence consumers to use their services. Keywords: Organizational Communication and Company Identity. Perkembangan Koperasi di Indonesia saat ini seakan jalan di tempat, dikarenakan kurangnya minat dan pengetahuan masyarakat terhadap koperasi, Salah satu faktor penyebabnya adalah masyarakat menganggap bahwa koperasi tidak dapat mengikuti perkembangan zaman, baik secara Sistem, layanan dan juga aksesnya. Untuk menarik minat masyarakat, sebagian koperasi di indonesia berusaha membuat layanan dan produk sama seperti perbankan dan leasing, akan tetapi perlakuan dan perhitungannya berbeda, salah satunya adalah Koperasi Simpan Pinjam Sahabat Mitra Sejati. Persaingan global mengharuskan KSP Sahabat Mitra Sejati untuk memperkuat identitas perusahaan sebagai pembeda dengan perusahaan lainnya. Metode penelitian yang dilakukan adalah studi kasus dengan teknik pengumpulan data dilakukan melalui proses wawancara dan observasi. Hasil Penelitian ini adalah Identitas yang sebelumnya yang telah di kelola oleh KSP Sahabat Mitra Sejati yaitu dengan cara membuat logo perusahaan, seragam dan ID card, menjalin komunikasi internal dan eksternal dengan cara mengadakan kegiatan kegiatan baik diluar maupun dalam perusahaan dan juga corporate culture dimana KSP memakai budaya tiga tangan. Penguatan identitas yang dilakukan KSP Sahabat Mitra Sejati dalam menghadapi persaingan global dengan cara market condition yaitu dengan melihat market Condition dan Nature of Industry. Market Condition dilakukan dengan melihat kebutuhan masyarakat yang sangat bergantung dengan teknologi, sehingga mendorong KSP Sahabat Mitra Sejati membuat produk digital yang dinamakan Sobatku. Dalam aplikasi Sobatku KSP Sahabat Mitra Sejati membuat pesan bahwa koperasi tidak lagi ketinggalan zaman tapi kini koperasi hadir untuk semua kalangan termasuk kaum milenial. Sementara Nature of Industry digunakan untuk melihat audit laporan keuangan KSP Sahabat Mitra Sejati melihat audit laporan keuangan sebagai alat ukur perkembangan entitas bisnis perusahaan, dimana penguatan identitas perusahaan melalui aplikasi sobatku mampu mempengaruhi consumen untuk memakai jasanya. Kata Kunci: Komunikasi organisasi dan Identitas Perusahaan
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55217110016 |
| Uncontrolled Keywords: | Komunikasi organisasi dan Identitas Perusahaan |
| Subjects: | 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.6 Sociology of Islam/Sosiologi Islam > 297.62 Islamic Organization/Organisasi Islam > 297.622 Social organization/Organisasi Sosial 700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 780.1-780.9 Standard Subdivisions of Music/Subdivisi Standar Dari Seni Musik > 780.1 Philosophy of Music/Filsafat Seni Musik > 780.14 Language and Communication/Bahasa dan Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 01 Jul 2023 02:50 |
| Last Modified: | 01 Jul 2023 02:50 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78600 |
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