CITRA ASOSIASI PESEPAKBOLA PROFESIONAL INDONESIA MELALUI PRESS RELEASE (Analisis Isi Kualitatif Jenis Release dan Jenis Citra Dalam Press Release Melalui Website Periode Tahun 2023)

PUTRA, PAMBAYUN PERMANA (2024) CITRA ASOSIASI PESEPAKBOLA PROFESIONAL INDONESIA MELALUI PRESS RELEASE (Analisis Isi Kualitatif Jenis Release dan Jenis Citra Dalam Press Release Melalui Website Periode Tahun 2023). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Press Release adalah salah satu cara yang dilakukan oleh perusahaan atau lembaga untuk memperkenalkan dirinya supaya lebih dikenal oleh masyarakat luas. Asosiasi Pesepakbola Profesional Indonesia atau APPI juga menggunakan Press Release sebagai alat komunikasi mereka dengan masyarakat melalui website resmi mereka. Banyaknya Press Release APPI menciptakan berbagai jenis release dan jenis citra. Sehingga tujuan penelitian ini yaitu untuk menganalisis jenis release dan jenis citra dalam press release APPI melalui website resmi. Penelitian ini menggunakan teori jenis release yaitu Basic Publicity Release, Product Release, dan Finansial Release, serta teori jenis citra yaitu Mirror Image, Current Image, Wish Image, Corporate Image, dan Multiple Image. Metode yang digunakan adalah pendekatan penelitian kualitatif dengan metode analisis isi untuk mendeskripsikan jenis release dan jenis citra dalam press release. Paradigma yang digunakan adalah post-positivisme, sedangkan data yang dipakai adalah 20 release APPI yang diambil melalui website APPI selama periode tahun 2023. Hasil yang diperoleh dari penelitian ini adalah Basic publicity release menjadi jenis release yang dominan serta Corporate image menjadi jenis citra yang dominan. Keduanya menjadi dominan karena memiliki informasi yang berkaitan satu sama lain. Karakteristik yang menghubungkan keduanya adalah kata atau frasa khusus seperti “Penghentian kompetisi”, “Audiensi”, “Melindungi hak”, “Perundungan dan rasisme”, “Bantuan hukum”, “Pelunasan Tunggakan”, dan lainnya sebagai bentuk implementasi visi organisasi yaitu melindungi dan memperjuangkan hak dan kewajiban pesepakbola di Indonesia. Saran penelitian ini release Press Release APPI dapat dibuat lebih sering dengan menekankan kata atau frasa yang penting agar pesan yang disampaikan semakin kuat dan mengkonstruksi citra yang APPI inginkan. Selain itu, Press Release APPI bisa rutin dibuat dan lebih bervariasi setiap bulannya karena jumlah press release dalam sebulan tidak menentu. Press Release is one of the ways carried out by companies or institutions to introduce themselves so that they are better known by the wider community. The Indonesia Professional Footballers Association or APPI also uses Press Release as their means of communication with the public through their official website. The large number of APPI Press Releases creates various types of releases and types of images. So the purpose of this study is to analyze the type of release and the type of image in APPI's press release through the official website. This study uses the theory of release types, namely Basic Publicity Release, Product Release, and Financial Release, as well as the theory of image types, namely Mirror Image, Current Image, Wish Image, Corporate Image, and Multiple Image. The method used is a qualitative research approach with a content analysis method to describe the type of release and the type of image in the press release. The paradigm used is post-positivism, while the data used is 20 APPI releases taken through the APPI website during the 2023 period. The results obtained from this study are that Basic publicity release is the dominant type of release and Corporate image is the dominant type of image. The two became dominant because they had information related to each other. The characteristics that connect the two are special words or phrases such as "Termination of the competition", "Hearing", "Protecting rights", "Bullying and racism", "Legal assistance", "Repayment of arrears", and others as a form of implementation of the organization's vision, namely protecting and fighting for the rights and obligations of footballers in Indonesia. The suggestion of this research is that APPI Press Release can be made more often by emphasizing important words or phrases so that the message conveyed is stronger and constructs the image that APPI wants. In addition, APPI Press Releases can be routinely made and more varied every month because the number of press releases in a month is uncertain.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44220010250
Uncontrolled Keywords: Press Release, Jenis Citra, Jenis Release, Analisis Isi, Kualitatif Press Release, Image Type, Release Type, Content Analysis, Qualitative
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: 15 Aug 2024 07:55
Last Modified: 15 Aug 2024 07:55
URI: http://repository.mercubuana.ac.id/id/eprint/90290

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