AKBAR, MUHAMMAD FAUZAN (2025) EFEKTIVITAS AKTIVITAS PUBLIC RELATIONS PERUSAHAAN DALAM MEMPERTAHANKAN REPUTASI PERBANKAN PT BANK CENTRAL ASIA DI KAWASAN MERUYA (Studi Kuantitatif pada Mahasiswa Universitas Mercu Buana, Fakultas Ilmu Komunikasi, dan Fakultas Teknik). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to evaluate the effectiveness of the company's Public Relations (PR) activities in maintaining the banking reputation of PT Bank Central Asia (BCA) in the Meruya area. Using quantitative methods, this study involved 202 respondents who were students of Mercu Buana University from the Faculty of Communication Sciences and the Faculty of Engineering. Data were collected through a questionnaire containing 40 statements that had been tested for validity and reliability. In this study, the concept used as a benchmark is the theory put forward by James E. Grunigg and Todd Hunt in their work entitled Excellence Theory, in this work they explain that Public Relations activities include building identity, media relations, image development, public opinion research, information credibility, and information openness. The research methodology used in this study is using the Positivism paradigm with the Survey research method. The total population obtained in this study was 6322 students with a total sample using the slovin formula with a margin of 0.07 getting a total of 201.78 which was rounded up to 202 students. The results of the study showed that the majority of respondents had a positive view of BCA's PR activities, including the ease of use of the BCA Mobile application, understanding of new features such as QR Code, and knowledge of BCA's brand identity. The level of respondents' trust in BCA in maintaining personal data and transaction security was also relatively high. With an average score of 167.8, this study indicates that BCA's PR activities are considered effective in building the company's image and reputation. Keywords: Public Relations Activities, Bank BCA, Reputation, Quantitative Descriptive Penelitian ini bertujuan untuk mengevaluasi efektivitas aktivitas Public Relations (PR) perusahaan dalam mempertahankan reputasi perbankan PT Bank Central Asia (BCA) di kawasan Meruya. Dengan menggunakan metode kuantitatif, penelitian ini melibatkan 202 responden yang merupakan mahasiswa Universitas Mercu Buana dari Fakultas Ilmu Komunikasi dan Fakultas Teknik. Data dikumpulkan melalui kuesioner yang berisi 40 butir pernyataan yang telah diuji validitas dan reliabilitasnya. Dalam penelitian ini, konsep yang digunakan sebagai pacuan yaitu teori yang dikemukakan oleh James E. Grunigg dan Todd Hunt di karyanya dengan judul Exellence Theory, dalam karyanya ini mereka menjelaskan bahwa aktivitas Public Relations meliputi membangun identitas, media relations, pengembangan citra, riset opini public, kredibilitasan informasi, dan keterbukaan informasi. Metodologi penelitian yang digunakan dalam penelitian ini yaitu menggunakan paradigma Positivisme dengan metode penelitian Survei. Total populasi yang didapat pada penelitian ini total 6322 Mahasiswa/I dengan total sampel menggunakan rumus slovin dengan margin 0,07 mendapatkan total 201,78 yang dibulatkan menjadi 202 mahasiswa/i. Hasil penelitian menunjukkan bahwa mayoritas responden memiliki pandangan positif terhadap aktivitas PR BCA, termasuk kemudahan penggunaan aplikasi BCA Mobile, pemahaman terhadap fitur-fitur baru seperti QR Code, serta pengetahuan mengenai identitas merek BCA. Tingkat kepercayaan responden terhadap BCA dalam menjaga data pribadi dan keamanan transaksi juga tergolong tinggi. Dengan skor rata-rata 167,8, penelitian ini mengindikasikan bahwa aktivitas PR BCA dinilai efektif dalam membangun citra dan reputasi perusahaan. Kata Kunci: Aktivitas Public Relations, Bank BCA, Reputasi, Kuantitatif Deskkriptif
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