RAMADHANI, AULIA SYIFA (2025) STRATEGI CORPORATE COMMUNICATION BMRI MELALUI PROGRAM MANDIRI KARNAVAL DALAM MENINGKATKAN KINERJA DAN LOYALITAS PEGAWAI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
A series of internal company programs plays a crucial role in making employees feel comfortable and prosperous when they are at work. Similarly, Bank Mandiri has a Mandiri Karnaval program, which is held annually as one of the internal program efforts aimed at employees as a form of appreciation and means of entertainment in order to celebrate the company's birthday. This research was conducted to find out the corporate communication strategy applied by Bank Mandiri through the Mandiri Karnaval Program, which is run exclusively for its employees and is expected to be a manifestation of efforts to increase the spirit of performance productivity and employee loyalty to the company. This research uses a constructivistic paradigm with a qualitative approach of case study method with data collection techniques obtained from in-depth interviews and documentation. Data validity techniques in this study were carried out using source and method triangulation techniques. The results showed that the corporate communication strategy implemented by Bank Mandiri through the Mandiri Karnaval Program refers to the theory of corporate communication strategy proposed by Paul Argenti with a framework that includes organizational strategy, audience, message delivery, and audience response. Through a series of processes, it is stated that the strategy designed by Bank Mandiri's Corporate Communication through the Mandiri Carnival program has succeeded in being an effort that can increase the spirit of performance and feelings of loyalty of Bank Mandiri employees to the company. Keywords: Corporate Communication, Strategy, Corporate Communication Strategy, Mandiri Karnaval. Rangkaian program internal perusahaan menjadi salah satu faktor penting untuk membuat pegawai merasa nyaman dan sejahtera ketika berada pada lingkungan pekerjaannya. Sama halnya dengan Bank Mandiri, mempunyai program Mandiri Karnaval yang diadakan setiap tahun sebagai salah satu upaya program internal yang ditujukan kepada pegawai sebagai bentuk apresiasi dan sarana hiburan dalam rangka merayakan Hari Ulang Tahun Perusahaan. Penelitian ini dilakukan untuk mengetahui strategi Corporate Communication yang diterapkan Bank Mandiri melalui Program Mandiri Karnaval yang dijalankan secara eksklusif bagi para pegawainya dan diharapkan mampu menjadi manifestasi upaya dalam meningkatkan semangat produktivitas kinerja dan loyalitas pegawai terhadap perusahaan. Penelitian ini menggunakan paradigma konstruktivistik dengan pendekatan kualitatif metode studi kasus dengan teknik pengumpulan data yang didapatkan dari hasil wawancara mendalam dan dokumentasi. Teknik keabsahan data pada penelitian ini dilakukan dengan teknik triangulasi sumber dan metode. Hasil penelitian menunjukkan bahwa strategi Corporate Communication yang diterapkan Bank Mandiri Melalui Program Mandiri Karnaval mengacu pada teori strategi Corporate Communication yang dikemukakan oleh Paul Argenti dengan kerangka kerja yang meliputi strategi organisasi, audiens, penyampaian pesan dan respon audiens. Melalui serangkaian proses tersebut, dinyatakan bahwa strategi yang dirancang oleh Corporate Communication Bank Mandiri melalui program Mandiri Karnaval telah berhasil menjadi upaya yang dapat meningkatkan semangat kinerja dan perasaan loyal pegawai Bank Mandiri kepada perusahaan. Kata Kunci: Corporate Communication, Strategi, Strategi Corporate Communication, Mandiri Karnaval
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 25 024 |
| NIM/NIDN Creators: | 44221010053 |
| Uncontrolled Keywords: | Corporate Communication, Strategi, Strategi Corporate Communication, Mandiri Karnaval |
| 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 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 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: | 23 Jan 2025 06:11 |
| Last Modified: | 23 Jan 2025 06:11 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/93724 |
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