LAINSAMPUTTY, DEWITA VALERI (2024) AKTIVITAS MARKETING PUBLIC RELATIONS DALAM MEMPERTAHANKAN CITRA PERUSAHAAN PT MNC LIFE ASSURANCE. S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Asuransi menjadi salah satu jasa keuangan yang memberikan layanan kesehatan dengan system pembayaran premi bulanan bagi para nasabahnya. Dalam hal memberikan layanan, asuransi memiliki penilaian secara pro dan kontra terhadap informasi dan layanan yang diberikan. Sebagai bentuk peningkatan layanan terhadap para nasabah asuransi serta public, aktivitas Marketing Public Relations merupakan kegiatan yang dapat dilakukan dalam meningkatkan kepercayaan public terhadap asuransi. Penelitian yang dilakukan bertujuan untuk mengetahui lebih jauh aktivitas Marketing Public Relations yang dilakukan PT MNC Life Assurance dalam mempertahankan citra perusahaan. Paradigma penelitian yang digunakan dalam penelitian ini adalah konstruktivisme yang menggunakan metode penelitian dengan pendekatan kualitatif. Subjek penelitian yang dilakukan kepada 3 key informan internal PT MNC Life Assurance, dari pihak eksternal 1 orang provider rekanan asuransi yang merupakan Team PR RS Prikasih, 2 orang nasabah asuransi PT MNC Life Assurance dengan melakukan wawancara dan observasi untuk mendapatkan data penelitian. Hasil penelitian ini menunjukkan Aktivitas Marketing Public Relations yang dijalankan PT MNC Life Assurance adalah dengan menerapkan 4 aktivitas Public Relations, meningkatkan komunikasi yang lebih intensif dan komprehensif antara pihak internal dan eksternal team PT MNC Life Assurance dalam menjaga citra dan reputasi perusahaan. Insurance is a financial service that provides health services with a monthly premium payment system for its customers. In terms of providing services, insurance has an assessment of the pros and cons of the information and services provided. As a form of improving service to insurance customers and the public, Marketing Public Relations activities are activities that can be carried out to increase public trust in insurance. The research carried out aims to find out more about the Marketing Public Relations activities carried out by PT MNC Life Assurance in maintaining the company's image. The research paradigm used in this research is constructivism which uses research methods with a qualitative approach. The research subjects were conducted with 3 internal key informants of PT MNC Life Assurance, from external parties 1 insurance partner provider who is the PR Team at Prikasih Hospital, 2 PT MNC Life Assurance insurance customers by conducting interviews and observations to obtain research data. The results of this research show that the Marketing Public Relations activities carried out by PT MNC Life Assurance are by implementing 4 Public Relations activities, increasing more intensive and comprehensive communication between internal and external parties of the PT MNC Life Assurance team in maintaining the company's image and reputation.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44220110019 |
| Uncontrolled Keywords: | Komunikasi, Komunikasi Organisasi, Marketing Public Relations, Citra, ReputasiCommunication, Organizational Communication, Marketing Public Relations, Image, Reputation |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | SILMI KAFFA MARISKA |
| Date Deposited: | 13 Jul 2024 03:21 |
| Last Modified: | 22 Aug 2024 07:36 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/89496 |
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