FITRIANI, ANGGUN (2023) STRATEGI KOMUNIKASI INTERNAL ORGANISASI MASYARAKAT RELAWAN INDONESIA (MRI) MELALUI INSTAGRAM DALAM MEMPERTAHANKAN LOYALITAS ANGGOTA PADA KABUPATEN PATI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Communication strategy is planning to convey messages more easily to someone so that the message is easily received and understood which can later change a person's attitude or behavior. This research is based on this Pati Regency Indonesian Volunteer Society (MRI) Instagram content intended for internal volunteers. The focus of this research is the communication strategy used by MRI Pati on Instagram to maintain the loyalty of internal volunteers (period December 2021-April 2022). The purpose of this research is to determine the internal communication strategy carried out by the Indonesian Relawan Society (MRI) Pati Regency in maintaining the loyalty of its member volunteers and to determine the supporting and inhibiting factors for the loyalty of the Indonesian Relawan Society (MRI) Pati Regency volunteers. This research uses the concept of Cornilissen's communication strategy theory model. The entire communication strategy development cycle is divided into four phases, strategic analysis, strategic intent, strategic action, and evaluation. This research is descriptive qualitative research. The paradigm used is the constructivism paradigm with the case study method. The subjects in the research consisted of key informans and informans. Data collection techniques use interviews, observation and documentation as well as data validity checking techniques through source triangulation. The results of the research show that the MRI Pati Regency communication media division has five work programs,Sharing Online Volunteer, Volunteering PodcastMRI, Creative Social Media, Design Creative and public relations. The embodiment of the internal communication strategy via Instagram is through media communication tactics, namely content, award activities, training, internal approaches. The overall implementation of strategies to maintain volunteer loyalty is specifically managed by the MRI communications media division of Pati Regency. Keywords: Communication Strategy, Media Communication, Instagram, Internal Volunteers, Loyalty Strategi komunikasi adalah perencanaan dalam penyampaian pesan secara lebih mudah kepada seseorang agar pesan tersebut mudah diterima dan dipahami yang nantinya dapat mengubah sikap atau perilaku seseorang. Penelitian ini didasari adanya konten Instagram Masyarakat Relawan Indonesia (MRI) Kabupaten Pati yang diperuntukkan untuk relawan internal. Fokus dari penelitian ini adalah bagaimana strategi komunikasi yang dilakukan MRI Pati di Instagram dalam mempertahankan loyalitas relawan internal (periode Desember 2021-April 2022). Tujuan dari penelitian ini untuk mengetahui strategi komunikasi internal yang dilakukan Masyarakat Relawan Indonesia (MRI) Kabupaten Pati dalam mempertahankan loyalitas relawan anggotanya dan untuk mengetahui faktor-faktor pendukung dan penghambat loyalitas relawan Masyarakat Relawan Indonesia (MRI) Kabupaten Pati. Penelitian ini menggunakan konsep model teori strategi komunikasi Cornilissen. Keseluruhan siklus pengembangan strategi komunikasi terbagi menjadi empat fase, strategic analysis, strategic intent, strategic action, dan evaluation. Penelitian ini merupakan penelitian kualitatif deskriptif. Paradigma yang digunakan adalah paradigma kontruktivisme dengan metode studi kasus. Subjek dalam penelitian terdiri dari key informan dan informan. Teknik pengambilan data menggunakan wawancara, observasi, dan dokumentasi serta teknik pemeriksaan keabsahan data melalui triangulasi sumber. Hasil dari penelitian menunjukkan divisi media komunikasi MRI Kabupaten Pati memiliki lima program kerja, Sharing Online Relawan, Podcast Kerelawanan MRI, Creative Social Media, Design Creative dan public relations. Perwujudan dari strategi komunikasi internal melalui Instagram adalah melalui taktik komunikasi bermedia, yaitu konten kegiatan penghargaan, pelatihan, pendekatan internal. Keseluruhan dari implementasi strategi dalam mempertahankan loyalitas relawan secara spesifik dikelola oleh divisi media komunikasi MRI Kabupaten Pati. Kata Kunci : Strategi Komunikasi, Komunikasi bermedia, Instagram, Relawan internal, Loyalitas
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