CITRA PT SMART Tbk DALAM SIARAN PERS (Analisis Isi Rubrik Berita Pers pada Website smart-tbk.com Periode Tahun 2022-2024)

Widyaningseptri, Natasya Larosati (2025) CITRA PT SMART Tbk DALAM SIARAN PERS (Analisis Isi Rubrik Berita Pers pada Website smart-tbk.com Periode Tahun 2022-2024). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Penelitian ini menganalisis citra PT SMART Tbk dalam siaran pers yang diunggah pada website resmi perusahaan (www.smart-tbk.com) selama periode 2022-2024. Tujuan penelitian ini untuk mengetahui bagaimana kecenderungan kemasan citra perusahaan dalam rubrik berita dan peristiwa di website tersebut. Metode penelitian yang digunakan adalah analisis isi kuantitatif dengan pendekatan positivisme, yang memungkinkan pengukuran secara objektif terhadap pesan yang disampaikan dalam siaran pers. Adapun populasi dalam penelitian ini adalah keseluruhan isi berita yang tercantum dalam siaran pers yang di unggah pada website milik PT SMART Tbk pada periode tahun 2022 hingga tahun 2024 dan terdapat 35 sampel yang diambil dari seluruh siaran pers yang diungga pada periode tahun 2022 hingga tahun 2024 sehingga peneliti menggunakan total sampling pada penelitian. Penelitian ini menggunakan konsep metode pengukuran sebagai bentuk dari metode kuantitatif yang dituangkan berupa data statistik. Hasil penelitian menunjukkan bahwa PT SMART Tbk secara konsisten membangun citra positif melalui penyampaian informasi yang transparan dan berfokus pada keberlanjutan, tanggung jawab sosial perusahaan, serta inovasi dalam industri agribisnis. Dengan menggunakan strategi komunikasi yang efektif melalui siaran pers, PT SMART Tbk mampu mempertahankan citra perusahaan yang positif di mata publik dan stakeholder. Penelitian ini disarankan dapat memberikan kontribusi akademis dalam kajian citra perusahaan melalui media digital serta menjadi referensi bagi perusahaan dalam mengoptimalkan strategi komunikasi public relations guna memperkuat citra positifnya. This study analyzes the image of PT SMART Tbk in press releases uploaded on the company's official website (www.smart-tbk.com) during the period 2022- 2024. The purpose of this study is to determine the tendency of corporate image packaging in the news and events column on the website. The research method used is quantitative content analysis with a positivist approach, which allows objective measurement of the messages conveyed in press releases. The population in this study is the entire content of the news listed in the press releases uploaded on the website of PT SMART Tbk in the period 2022 to 2024 and there are 35 samples taken from all press releases uploaded in the period 2022 to 2024 so that the researcher uses total sampling in the study. This study uses the concept of measurement methods as a form of quantitative methods which are expressed in the form of statistical data. The results of the study show that PT SMART Tbk consistently builds a positive image through transparent information delivery and focuses on sustainability, corporate social responsibility, and innovation in the agribusiness industry. By using an effective communication strategy through press releases, PT SMART Tbk is able to maintain a positive corporate image in the eyes of the public and stakeholders. This study is expected to provide academic contributions to the study of corporate image through digital media and become a reference for companies in optimizing public relations communication strategies to strengthen their positive image.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44220110008
Uncontrolled Keywords: Citra perusahaan, siaran pers, analisis isi, komunikasi perusahaan, PT SMART Tbk. Corporate image, press releases, content analysis, corporate communication, PT SMART Tbk.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 384 Communications Telemunications/Komunikasi Telekomunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: ZAIRA ELVISIA
Date Deposited: 06 Sep 2025 06:43
Last Modified: 06 Sep 2025 06:43
URI: http://repository.mercubuana.ac.id/id/eprint/97482

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