SUTAKIM, SUTAKIM (2025) STRATEGI INVESTOR RELATIONS (IR) DALAM MENARIK DAN MEMPERTAHANKAN INVESTOR OBLIGASI (Studi Kasus Penerbitan Obligasi PT Adhi Commuter Properti Tbk.). S2 thesis, Universitas Mercu Buana.
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Abstract
This research is motivated by the increasing need for long-term financing in the property sector, particularly in the development of Transit Oriented Development (TOD) projects by PT Adhi Commuter Properti Tbk. (ADCP). To secure funding, the company issued bonds that required effective communication strategies through the role of Investor Relations (IR). Beyond financial reporting, IR plays a crucial role in building credibility and investor trust by applying persuasive communication approaches. The purpose of this study is to analyze ADCP’s IR strategies in attracting investors to purchase bonds and maintaining their trust after investment. Theoretical frameworks include persuasive communication theory as well as the roles and functions of IR. This research adopts a constructivist paradigm with a qualitative case study approach. Data were collected through in-depth interviews, documentation, and literature review, and analyzed using Miles and Huberman’s interactive model. The findings reveal that strategies to attract investors include preparing a comprehensive prospectus, engaging with regulators, conducting direct approaches, roadshows, and risk mitigation through CGIF guarantees. Meanwhile, strategies to sustain investor trust involve information transparency, two-way communication forums, site visits, and strengthening corporate reputation. These strategies reflect persuasive communication practices that combine logic (logos), credibility (ethos), and emotional appeal (pathos). The study highlights the strategic role of IR as a persuasive communicator in ensuring the success of bond issuance and strengthening long-term investor relations. Keywords : investor relations, persuasive communication, bonds, adhi commuter properti, roadshow Penelitian ini dilatarbelakangi oleh kebutuhan pembiayaan jangka panjang pada sektor properti, khususnya pengembangan kawasan berbasis Transit Oriented Development (TOD) oleh PT Adhi Commuter Properti Tbk. (ADCP). Untuk mendukung pendanaan, perusahaan menerbitkan obligasi yang menuntut strategi komunikasi efektif melalui peran Investor Relations (IR). IR berfungsi tidak hanya menyampaikan informasi keuangan, tetapi juga membangun kredibilitas dan kepercayaan investor melalui pendekatan persuasif. Tujuan penelitian ini adalah menganalisis strategi IR ADCP dalam menarik investor untuk membeli obligasi sekaligus mempertahankan kepercayaan mereka setelah berinvestasi. Teori yang digunakan meliputi komunikasi persuasif serta peran, fungsi, dan tugas IR. Penelitian ini berparadigma konstruktivisme dengan pendekatan kualitatif studi kasus. Data diperoleh melalui wawancara mendalam, dokumentasi, serta kajian literatur, kemudian dianalisis dengan model interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa strategi menarik investor dilakukan melalui penyusunan prospektus, komunikasi dengan regulator, pendekatan langsung, roadshow, serta mitigasi risiko dengan penjaminan CGIF. Sementara itu, strategi mempertahankan kepercayaan investor meliputi keterbukaan informasi, forum komunikasi dua arah, site visit, dan penguatan reputasi perusahaan. Strategi tersebut mencerminkan penerapan komunikasi persuasif dengan kombinasi logika (logos), kredibilitas (ethos), dan daya tarik emosional (pathos). Temuan ini menegaskan peran strategis IR sebagai komunikator persuasif yang berkontribusi pada keberhasilan penerbitan obligasi serta penguatan hubungan jangka panjang dengan investor. Keywords : investor relations, komunikasi persuasif, obligasi, adhi commuter properti, roadshow
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