STRATEGI KOMUNIKASI RUMAH SAKIT AQIDAH TERHADAP STAKEHOLDER EKSTERNAL DALAM MENINGKATKAN KEPERCAYAAN PELANGGAN

PUTRI, INTAN RIFDA (2025) STRATEGI KOMUNIKASI RUMAH SAKIT AQIDAH TERHADAP STAKEHOLDER EKSTERNAL DALAM MENINGKATKAN KEPERCAYAAN PELANGGAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research explores the Public Relations strategies employed by Rumah Sakit Aqidah to strengthen its trust with external stakeholder, particulary customers. Using the Public Relations strategy strategy framework proposed by Cutlip, Center, and Broom, the study adopts a qualitative approach with a case study method and a post-positivism paradigm. Data were collected through in-dept interviews with internal and external stakholders and analyzed using the four stages of Public Relations strategy: planning, organizing, actuating, and controlling. The findings reveal that Rumah Sakit Aqidah has implemented several effective strategies, including transparent communication, active community engagement, and collaboration with media partners. These efforts have significantly enhanced customer trust and improved the hospital’s public image. However, challenges such as the lack of a dedicated Public Relations and inconsistencies in massage delivery highlight areas for improvement. This study concludes that a structured Public Relations strategy is essential for building trust and strengthening adedicated Public Relations departement, enhancing inter-departmental coordination, and improving evaluation mechanisms. Additionally, leveraging digital platforms and proactive customer feedback management can further emplify the hospital’s effort in maintaining trust and loyalty. Keywords: Public Relations, Stakeholder, Customer Trust, Public Relations Strategy, Rumah Sakit Aqidah. Penelitian ini membahas strategi Public Relations yang diterapkan oleh Rumah Sakit Aqidah dalam meningkatkan kepercayaan stakeholder eksternal, khususnya pelanggan. Dengan menggunakan kerangka strategi Public Relations yang dikemukakan oleh Cutlip, Center, and Broom, penelitian ini menggunakan kualitatif dengan metode studi kasus serta paradigma post-positivisme. data dikumpulkan melalui wawancara mendalam dengan stakeholder internal dan eksternal, kemudian dianalisis berdasarkan empat tahap strategi Public Relations: Perencanaan, Pengorganisasian, Pelaksanaan, dan Pengendalian. Hasil penelitian menunjukkan bahwa Rumah Sakit Aqidah telah menerapkan beberapa strategi efektif, seperti komunikasi yang transparan, keterlibatan aktif dengan komunitas, dan kolaborasi dengan mitra media. Upaya ini terbukti meningkatkan kepercayaan pelanggan dan memperbaiki citra Rumah Sakit. Namun, tantangan seperti ketiadaan posisi khusus Public Relations dan ketidakkonsistenan dalam penyampaian pesan menjadi perhatian yang memerlukan perbaikan. Penelitian ini menyimpulkan bahwa strategi Public Relations yang terstruktur sangat penting dalam membangun kepercayaan dan memperkuat hubungan dengan stakeholder eksternal. Rekomendasi utama meliputi pembentukan departemen Public Relations khusus, peningkatan koordinasi antar-departemen, serta perbaikan mekanisme evaluasi. Selain itu, pemanfaatan platform digital dan pengelolaan umpan balik pelanggan yang lebih proaktif dapat semakin mendukung upaya Rumah Sakit dalam menjaga kepercayaan dan loyalitas pelanggan. Kata Kunci: Public Relations, Stakeholder, Kepercayaan Pelanggan, Strategi Public Relations, Rumah Sakit Aqidah.

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 038
NIM/NIDN Creators:	44221010063
Uncontrolled Keywords:	Public Relations, Stakeholder, Kepercayaan Pelanggan, Strategi Public Relations, Rumah Sakit Aqidah
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:	04 Feb 2025 05:02
Last Modified:	04 Feb 2025 05:02
URI:	http://repository.mercubuana.ac.id/id/eprint/93883

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