STRATEGI KOMUNIKASI TENANT RELATION KEPADA TENANT MAL PACIFIC PLACE DALAM MENINGKATKAN LAYANAN OPERASIONAL

ALFANDI, RIZKY (2024) STRATEGI KOMUNIKASI TENANT RELATION KEPADA TENANT MAL PACIFIC PLACE DALAM MENINGKATKAN LAYANAN OPERASIONAL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research focuses on the communication strategy of tenant relations at Pacific Place Mall Jakarta, a luxury shopping center that faces challenges in carrying out communication strategies with tenants. The purpose of the research is to describe, analyze, and provide recommendations regarding the communication strategies implemented to improve the mall's operational services. Using the post-positivism paradigm and descriptive qualitative method, this research emphasizes naturalistic data collection through in-depth interviews. To improve the operational services of tenant relations, Pacific Place changed the Tenant Gathering activities from offline to online, gave appreciation to tenants through Tenant Awards activities, and held BIT or Building Inspections Tenant, which is an inspection activity for tenants to maintain, maintain, and repair or replace if there are findings that are no longer feasible. The results revealed four stages of tenant relations communication strategy: (1) Knowing audience characteristics through regular visits and direct interactions; (2) Determining effective messages and communication channels such as tenant visits, meetings, whatsapp, and e-mail; (3) Identifying communication objectives through direct interactions and complaint follow-up; (4) Implementation and evaluation of communication strategies through offline and online surveys. This research provides insight into the importance of an adaptive and responsive communication strategy in improving tenant performance and loyalty in shopping centers. Keywords: Public Relations, Communication Strategy, Tenant Relations, Services Penelitian ini berfokus pada strategi komunikasi tenant relation di Mal Pacific Place Jakarta, sebuah pusat perbelanjaan mewah yang menghadapi tantangan dalam menjalankan strategi komunikasi dengan tenant. Tujuan penelitian adalah untuk mendeskripsikan, menganalisis, dan memberikan rekomendasi terkait strategi komunikasi yang diterapkan untuk meningkatkan layanan operasional mal. Menggunakan paradigma post-positivisme dan metode deskriptif kualitatif, penelitian ini menekankan pada pengumpulan data naturalistik melalui wawancara mendalam. Untuk meningkatkan layanan operasional tenant relation Pacific Place mengubah kegiatan Tenant Gathering yang sebelumnya offline menjadi online, memberikan apresiasi terhadap tenant melalui kegiatan Tenant Awards, serta mengadakan BIT atau Building Inspections Tenant yaitu kegiatan pemeriksaan terhadap tenant untuk menjaga, merawat, dan memperbaiki atau mengganti apabila ada temuan yang sudah tidak layak. Hasil penelitian mengungkap empat tahapan strategi komunikasi tenant relations: (1) Mengenal karakteristik audiens melalui kunjungan rutin dan interaksi langsung; (2) Menentukan pesan dan saluran komunikasi yang efektif seperti visit tenant, meeting, whatsapp, dan e-mail; (3) Mengidentifikasi tujuan komunikasi melalui interaksi langsung dan follow-up keluhan; (4) Implementasi dan evaluasi strategi komunikasi melalui survei offline dan online. Penelitian ini memberikan wawasan tentang pentingnya strategi komunikasi yang adaptif dan responsif dalam meningkatkan kinerja dan loyalitas tenant di pusat perbelanjaan. Kata Kunci: Public Relations, Strategi Komunikasi, Tenant Relation, Layanan

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 24 166
Call Number:	SK/42/24/087
NIM/NIDN Creators:	44218120099
Uncontrolled Keywords:	Public Relations, Strategi Komunikasi, Tenant Relation, Layanan
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 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 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	29 Aug 2024 08:54
Last Modified:	29 Aug 2024 08:54
URI:	http://repository.mercubuana.ac.id/id/eprint/90868

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