PERAN PUBLIC RELATIONS PT. ANGKASA PURA II DALAM MENGELOLA CITRA POSITIF BANDARA INTERNASIONAL SOEKARNO HATTA MELALUI MEDIA SOSIAL

DELPHIA, AMELLIA (2024) PERAN PUBLIC RELATIONS PT. ANGKASA PURA II DALAM MENGELOLA CITRA POSITIF BANDARA INTERNASIONAL SOEKARNO HATTA MELALUI MEDIA SOSIAL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Company image is an important thing that must always be built and maintained by Soekarno Hatta International Airport, as an effort to maintain customer satisfaction with the company's performance and as a tool to attract the attention of potential consumers. In this case PT. Angkasa Pura II as the company tasked with managing Soekarno Hatta International Airport must create and manage a positive image. From the results of pre-research conducted by researchers, researchers found negative comments on PT's social media. Angkasa Pura II therefore researchers aim to determine the role Public Relations PT. Angkasa Pura II in managing the positive image of Soekarno Hatta International Airport on social media. The problem was solved using qualitative research methods with descriptive studies, which were implemented through observations, interviews and comparisons with previous research. A positive image of Soekarno Hatta International Airport can be realized through Public Relations, as a special management function in overcoming misunderstandings that occur on social media and straightening out issues that could be detrimental to the company. From the research results it was found that Public Relations PT. Angkasa Pura II that's the role Public Relations which is optimal in dealing with the problem of negative comments on PT social media. Angkasa Pura II is a communication facilitator and communication technique, both roles Public Relations this could be a problem solving contained in the services of PT. Angkasa Pura II by doing a press conference and press release to manage the positive image of PT. Angkasa Pura II Keyword : Role of Public Relations, Image, Social Media Citra perusahaan adalah suatu hal penting yang harus selalu dibangun dan dipelihara oleh Bandara Internasional Soekarno Hatta, sebagai upaya dalam menjaga kepuasan pelanggan terhadap kinerja perusahaan dan alat dalam menarik perhatian calon konsumen. Dalam hal ini PT. Angkasa Pura II sebagai perusahaan yang bertugas untuk mengelola Bandara Internasional Soekarno Hatta harus mewujudkan serta mengelola citra positif. Dari hasil pra penelitian yang dilakukan oleh peneliti, peneliti menemukan komentar negatif di media sosial PT. Angkasa Pura II maka dari itu peneliti bertujuan untuk mengetahui peran Public Relations PT. Angkasa Pura II dalam mengelola citra positif Bandara Internasional Soekarno Hatta di media sosial. Permasalah diselesaikan dengan menggunakan metode penelitian kualitatif dengan studi deskriptif, yang diimplementasikan pada observasi, wawancara, dan melakukan perbandingan pada penelitian terdahulu. Citra positif pada Bandara Internasional Soekarno Hatta dapat diwujudkan melalui Public Relations, sebagai fungsi manajemen khusus dalam mengatasi kesalahpahaman yang terjadi di media sosial dan meluruskan isu-isu yang dapat merugikan perusahaan. Dari hasil penelitian diperoleh bahwa Public Relations PT. Angkasa Pura II bahwasanya peran Public Relations yang optimal dalam menangani terkait dengan permasalahan komentar negatif yang ada di media sosial PT. Angkasa Pura II yaitu fasilitator komunikasi dan teknik komunikasi, kedua peran Public Relations ini mampu menjadi sebuah problem solving yang terdapat dalam pelayanan PT. Angkasa Pura II dengan melakukan sebuah press conference dan press release untuk mengelola citra positif dari PT. Angkasa Pura II Kata Kunci : Peran Public Relations, Citra, Media Sosial

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