CITRA PERUSAHAAN LION AIR DALAM PRESS RELEASE (ANALISIS ISI KUANTITATIF PADA PRESS RELEASE LION AIR PERIODE 2023)

HAPSORO, LUQMAN DAFFA (2024) CITRA PERUSAHAAN LION AIR DALAM PRESS RELEASE (ANALISIS ISI KUANTITATIF PADA PRESS RELEASE LION AIR PERIODE 2023). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Citra merupakan sebuah persepsi atau penilaian publik terhadap suatu organisasi, merek, atau individu dan terbentuk melalui interaksi, komunikasi, serta pengalaman yang dimiliki publik dengan pihak tersebut. Sebagai seorang praktisi Public Relations, salah satu wadah komunikasi yang dapat digunakan untuk membangun citra ialah dengan menggunakan Press Release. Tujuan penelitian ini adalah untuk menganalisa mengenai citra yang ditampilkan oleh perusahaan maskapai penerbangan Lion Air melalui kecenderungan jenis citra dan jenis release yang mereka unggah melalui website resmi perusahaan selama periode 2023. Pada penelitian ini, peneliti menggunakan konsep jenis citra yang telah dikategorisasikan menjadi citra bayangan, citra yang berlaku, citra yang diharapkan, citra perusahaan, dan citra majemuk. Sementara untuk konsep jenis release dikategorisasikan menjadi Basic Publicity Release, Product Release, dan Financial Release. Paradigma yang digunakan pada penelitian ini adalah paradigma positivisme, metode penelitian yang digunakan adalah analisis isi kuantitatif, serta dengan operasionalisasi konsep menggunakan jenis citra dan jenis release. Pada penelitian ini, peneliti mengambil populasi penelitian yaitu seluruh Press Release yang diunggah melalui website resmi perusahaan Lion Air selama periode tahun 2023 sejumlah 33 release dan sampel pada penelitian ini juga sama dengan jumlah 33 press release. Teknik pengumpulan data dilakukan dengan menggunakan total sampling dan pengujian validitas serta reliabilitas dilakukan dengan metode Hostli. Hasil penelitian menunjukkan bahwa selama periode 2023, Lion Air menampilkan Press Release dengan jenis citra berupa Citra yang Diharapkan dengan total 13 release (39%) dan jenis release berupa Product Release dengan total 17 release (52%). Berdasarkan hal tersebut, didapatkan hasil bahwa citra yang ditampilkan oleh Lion Air selama 2023 adalah maskapai dengan rute penerbangan terbanyak. Kecenderungan jenis citra yang ditampilkan oleh Lion Air melalui website resmi mereka selama periode 2023 adalah Citra yang Diharapkan. Dari 33 release yang digunakan sebagai sampel terdapat 13 release atau 39% dalam bentuk persentase yang tergolong Press Release dengan jenis Citra yang Diharapkan. Image is a public perception or assessment of an organization, brand, or individual and is formed through interaction, communication, and experiences that the public has with that party. As a Public Relations practitioner, one of the communication platforms that can be used to build an image is by using Press Releases. The purpose of this study is to analyze the image displayed by Lion Air airline companies through the trend of image types and types of releases that they upload through the company's official website during the 2023 period. In this study, the researcher uses the concept of image types that have been categorized into mirror image, current image, wish image, corporate image, and multiple image. Meanwhile, the concept of release types is categorized into Basic Publicity Release, Product Release, and Financial Release. The paradigm used in this research is the positivism paradigm, the research method used is quantitative content analysis, and with the operationalization of concepts using image types and release types. In this study, researchers took the research population, namely all Press Releases uploaded through the official Lion Air company website during the 2023 period of 33 releases and the sample in this study was also the same as the number 33 press releases. The data collection technique was carried out using total sampling, while validity and reliability testing was carried out using the Hostli method. The results showed that during the 2023 period, Lion Air displayed Press Release with the type of image in the form of Wish Image with a total of 13 releases (39%) and the type of release in the form of Product Release with a total of 17 releases (52%). Based on this, the research results show that during the 2023 period, Lion Air displays Press Releases with the type of image in the form of Expected Image with a total of 13 releases (39%) and the type of release in the form of Product Release with a total of 17 releases (52%). Based on this, the results obtained show that the image displayed by Lion Air during 2023 is the airline with the most flight routes. The trend in the type of image displayed by Lion Air through their official website during the 2023 period is the Expected Image. Of the 33 releases used as samples, there were 13 releases or 39% in percentage terms that were classified as Press Releases with the Expected Image type.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44220010176
Uncontrolled Keywords: Public Relations, Citra, Press Release Public Relations, Image, Press Release
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: 07 Aug 2024 06:29
Last Modified: 07 Aug 2024 06:29
URI: http://repository.mercubuana.ac.id/id/eprint/90073

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