NURHIKMAH, NURHIKMAH (2025) PERAN PUBLIC RELATIONS PT. PLN ICON PLUS DALAM MEMBENTUK CITRA PRODUK DAN CITRA LAYANAN INTERNET CEPAT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
PT. PLN Icon Plus is a subsidiary of PLN engaged in information and communication technology that has launched the ICONNET product. PT. PLN Icon Plus hopes that ICONNET can meet the community's needs for high-quality internet services. However, in reality, ICONNET often receives complaints from various customers regarding the quality of service that has not been optimal, one of which is the problem of the refund process which ultimately has an impact on the company's image. In this problem, the role of public relations (PR) is very important, because public relations is not only tasked with shaping the image of a company but also acts as a liaison between the company and external parties and other internal parties in the company. Therefore, it is hoped that the existence of public relations in a company can help smooth the course of interaction and can help provide information from the company to external parties. This research was conducted with the aim of finding out the role of public relations in communicating fast internet services and shaping the image of PT. PLN Icon Plus. This research method is carried out with a qualitative approach with a case study method. This research was carried out at PT. PLN Icon Plus with research subjects are public relations in the field of Corporate Communication and Social Responsibility, Retail Sales Management, and consumers who use ICONNET services. The results of the study show that PT. PLN Icon Plus only carries out three main public relations roles where the role of expert president has not been carried out because decisions are still dominant determined by the company's core management. In addition, this study also shows that the communication strategy implemented by public relations of PT. PLN Icon Plus can increase customer satisfaction and trust in ICONNET products. Keywords: public relations, product image, service image PT. PLN Icon Plus merupakan anak perusahaan PLN yang bergerak di bidang teknologi informasi dan komunikasi yang telah meluncurkan produk ICONNET. PT. PLN Icon Plus berharap dengan adanya ICONNET dapat memenuhi kebutuhan masyarakat akan layanan internet yang berkualitas tinggi. Namun, pada kenyataannya ICONNET sering mendapatkan keluhan dari berbagai pelanggan terkait kualitas layanan yang belum dapat optimal salah satunya adalah masalah proses refund yang akhirnya berdampak pada citra perusahaan. Dalam permasalahan tersebut peran public relations (PR) menjadi sangat penting, karena public relations tidak hanya bertugas untuk membentuk citra suatu perusahaan tetapi juga berperan sebagai penghubung antara perusahaan dengan pihak-pihak eksternal maupun pihak internal lain dalam perusahaan. Maka dari itu, diharapkan dengan adanya public relations dalam suatu perusahaan dapat membantu memperlancar jalannya interaksi serta dapat membantu memberikan informasi dari pihak perusahaan kepada pihak eksternal. Penelitian ini dilakukan dengan tujuan untuk mengetahui peran public relations dalam mengkomunikasikan layanan internet cepat dan membentuk citra PT. PLN Icon Plus. Metode penelitian ini dilakukan dengan pendekatan kualitatif dengan metode studi kasus. Penelitian ini dilaksanakan di PT. PLN Icon Plus dengan subjek penelitian yaitu para public relations di bidang Komunikasi Korporat dan Tanggung Jawab Sosial, bidang Manajemen Penjualan Retail, dan para konsumen pengguna layanan ICONNET. Hasil penelitian menunjukkan bahwa PT. PLN Icon Plus hanya menjalankan tiga peran utama public relations dimana peran expert presciber belum dijalankan karena keputusan masih dominan ditentutakn oleh manajemen inti perusahaan. Selain itu, penelitian ini juga menunjukkan bahwa strategi komunikasi yang diterapkan oleh public relation PT. PLN Icon Plus dapat meningkatkan tingkat kepuasan dan kepercayaan pelanggan terhadap produk ICONNET. Kata Kunci: public relations, citra produk, citra layanan
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