STRATEGI PUBLIC RELATIONS PT. KCI-KAI COMMUTER INDONESIA DALAM MENINGKATKAN AWARENESS TERHADAP KASUS KEKERASAN SEKSUAL

ANZEL, MUTIARA HIMELY (2025) STRATEGI PUBLIC RELATIONS PT. KCI-KAI COMMUTER INDONESIA DALAM MENINGKATKAN AWARENESS TERHADAP KASUS KEKERASAN SEKSUAL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Sexual violence in public transportation, particularly on the Jabodetabek Commuter Line (KRL), is a complex and urgent social issue. As the service operator, PT. KAI Commuter holds a social responsibility to create a safe and inclusive commuting environment, especially for women. This study aims to analyze the public relations strategy implemented by PT. KCI to raise awareness of sexual violence cases on KRL Jabodetabek. The research adopts a qualitative approach using Robert K. Yin’s case study method and grounded in the constructivist paradigm. Data were collected through in-depth interviews. The study applies the public relations strategy model by Cutlip, Center, and Broom, which includes the stages of fact finding, planning, communication, and evaluation. The findings indicate that PT. KCI’s public relations strategy is carried out systematically through educational, preventive, participatory, and advocacy-based approaches. These strategies are delivered using multichannel communication methods, such as campaigns, social media, and direct outreach. In-train announcements are perceived as more effective in raising awareness compared to seminars or discussion forums because they reach a wider audience directly and repeatedly. The results emphasize the importance of practical and visually engaging communication to ensure that messages are received evenly by all users. Although the strategy has encouraged more victims to come forward, further improvements in reporting systems and public involvement are needed to support a more sustainable and inclusive campaign. Keywords: Public Relations Strategy, Awareness, Sexual Violence, Public Transportation, Jabodetabek Commuter Line Kasus kekerasan seksual di transportasi publik, khususnya KRL Jabodetabek menjadi isu sosial yang kompleks dan mendesak untuk ditangani. PT. KAI Commuter sebagai penyelenggara layanan KRL memiliki tanggung jawab sosial untuk menciptakan lingkungan transportasi yang aman dan inklusif, terutama bagi perempuan. Penelitian ini bertujuan untuk menganalisis strategi public relations yang dilakukan oleh PT. KCI dalam meningkatkan awareness terhadap kasus kekerasan seksual di KRL Jabodetabek. Penelitian ini dilakukan dengan pendekatan kualitatif dan menggunakan metode studi kasus Robert K. Yin, berlandaskan paradigma konstruktivisme. Data diperoleh melalui teknik wawancara mendalam. Penelitian menggunakan strategi public relations Cutlip, Center, dan Broom yang mencakup tahapan fact finding, planning, communication, dan evaluation. Hasil penelitian menunjukkan bahwa strategi public relations PT. KCI dilakukan secara sistematis dengan pendekatan edukatif, preventif, partisipatif, dan advokatif melalui komunikasi multikanal, seperti kampanye, media sosial, dan penyuluhan langsung. Media announcement di dalam gerbong dikatakan lebih efektif dalam meningkatkan awareness dibandingkan forum diskusi atau seminar, karena menjangkau khalayak luas secara langsung dan berulang. Temuan ini menekankan pentingnya langkah aplikatif dan visual yang lebih kuat agar pesan dapat diterima secara merata oleh seluruh pengguna. Evaluasi terhadap strategi menunjukkan adanya dampak positif terhadap keberanian korban untuk melapor, namun masih dibutuhkan penguatan sistem pelaporan dan partisipasi publik agar kampanye berjalan lebih berkelanjutan dan inklusif. Kata Kunci: Strategi Public Relations¸ Awareness, Kekerasan Seksual, Transportasi Publik, KRL Jabodetabek

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 200
NIM/NIDN Creators:	44221010172
Uncontrolled Keywords:	Strategi Public Relations¸ Awareness, Kekerasan Seksual, Transportasi Publik, KRL Jabodetabek
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.3 Sex Psychology and Psychology of The Sexes/Psikologi Seks 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 700 Arts/Seni, Seni Rupa, Kesenian > 710 Civic and Lanscape Art/Seni Perkotaan dan Pertamanan > 711 Area Planning/Perencanaan Wilayah Perkotaan dan Pertamanan > 711.7 Plans for Transportation Facilities/Perencanaan untuk Fasilitas Transportasi > 711.75 Railroad Transportation Facilities/Fasilitas Transportasi Kereta Api
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	21 Oct 2025 08:13
Last Modified:	21 Oct 2025 08:13
URI:	http://repository.mercubuana.ac.id/id/eprint/99609

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