PAKPAHAN, AILEEN LILLIAN (2024) STRATEGI PUBLIC RELATIONS PT KERETA API INDONESIA (PERSERO) DALAM MEMBANGUN CORPORATE IMAGE MELALUI KAMPANYE CEGAH PELECEHAN SEKSUAL. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Sexual harassment is a disrespectful act involving physical or non-physical actions targeting the victim’s sexual organs or sexuality. Sexual harassment on trains affects the image of PT Kereta Api Indonesia (Persero). Image is an invisible asset that must be built and maintained. One of the roles of Public Relations is to build a positive image in the eyes of the public. In building an image, Public Relations must have a planned strategy. A campaign is a planned communication activity to achieve certain goals and seeks to influence the target audience. The focus of this research is the Public Relations strategy of PT Kereta Api Indonesia (Persero) in building its corporate image through campaigns to prevent sexual harassment. The purpose of this research is to determine the Public Relations strategy of PT Kereta Api Indonesia (Persero) in building its corporate image through campaigns to prevent sexual harassment. The paradigm used is the constructivism paradigm. This type of research uses a qualitative approach with a case study research method. Using primary and secondary data sources, and using data collection techniques in the form of interviews, documentation and literature study. Meanwhile, the validity of the data was carried out by source triangulation. The results of this research show that PT Kereta Api Indonesia (Persero)'s campaign program to prevent sexual harassment is in line with what the company wants in building its corporate image. The embodiment of the Public Relations strategy in building a corporate image is using the stages of Public Relations management, namely, fact finding, planning, communication, evaluations. Overall, Public Relations carries out each process and stage in accordance with the provisions set by the company. The implementation of the Public Relations strategy went well and shaped the image of PT Kereta Api Indonesia (Persero). Keywords: Public Relations Strategy, Corporate Image, Campaign Pelecehan seksual adalah aksi tidak sopan yang melibatkan tindakan fisik maupun non-fisik dengan sasaran organ seksual atau seksualitas korban. Pelecehan seksual di kereta memengaruhi citra PT Kereta Api Indonesia (Persero). Citra merupakan aset tidak terlihat yang harus dibangun dan dipelihara. Salah satu peran Public Relations adalah membangun citra positif di mata publik. Dalam membangun citra, Public Relations harus memiliki strategi yang terencana. Kampanye merupakan kegiatan komunikasi yang terencana untuk mencapai tujuan tertentu dan berupaya mempengaruhi khalayak sebagai target sasarannya. Fokus penelitian ini adalah bagaimana strategi Public Relations PT Kereta Api Indonesia (Persero) dalam membangun corporate image melalui kampanye cegah pelecehan seksual. Tujuan dari penelitian ini untuk mengetahui strategi Public Relations PT Kereta Api Indonesia (Persero) dalam membangun corporate image melalui kampanye cegah pelecehan seksual. Paradigma yang digunakan adalah paradigma konstruktivisme. Jenis penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian studi kasus. Menggunakan sumber data primer dan sekunder, serta menggunakan teknik pengumpulan data berupa wawancara, dokumentasi dan studi kepustakaan. Sedangkan untuk keabsahan data dilakukan dengan triangulasi sumber. Hasil penelitian ini menunjukkan bahwa program kampanye cegah pelecehan seksual PT Kereta Api Indonesia (Persero) sesuai dengan yang diinginkan perusahaan dalam membangun corporate image. Perwujudan dari strategi Public Relations dalam membangun corporate image adalah menggunakan tahapan manajemen Public Relations yakni, fact finding, planning, communicationg, evaluations. Secara keseluruhan Public Relations melaksanakan setiap proses dan tahapannya sesuai dengan ketentuan yang telah ditetapkan perusahaan. Implementasi strategi Public Relations berjalan dengan baik dan membentuk citra PT Kereta Api Indonesia (Persero). Kata Kunci: Strategi Public Relations, Corporate Image, Kampanye
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