CITRA PT. TELKOM INDONESIA DALAM PRESS RELEASE (Analisis Isi Kualitatif Jenis Press Release dan Jenis Citra Dalam Website Periode Juli 2022 - Juni 2023)

RAHMADIANY, SYAFIRA FARADILLAH (2024) CITRA PT. TELKOM INDONESIA DALAM PRESS RELEASE (Analisis Isi Kualitatif Jenis Press Release dan Jenis Citra Dalam Website Periode Juli 2022 - Juni 2023). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Citra adalah persepsi atau penilaian publik terhadap PT. Telkom Indonesia yang terbentuk melalui adanya komunikasi dan pengalaman yang dimiliki oleh publik terhadap PT. Telkom Indonesia. Sebagai seorang Public Relations, press release adalah salah satu media atau alat komunikasi yang digunakan untuk mempertahankan citra positif PT. Telkom Indonesia. Jumlah press release yang dipublikasikan dalam website resmi PT. Telkom Indonesia menciptakan berbagai jenis press release dan jenis citra. Sehingga penelitian ini bertujuan untuk menganalisis jenis press release dan jenis citra dalam press release PT. Telkom Indonesia melalui website. Penelitian ini menggunakan teori jenis press release yaitu Basic Publicity Release, Product Release, dan Financial Release. Serta menggunakan teori jenis citra yaitu Citra Bayangan. Metode yang digunakan adalah pendekatan penelitian kualitatif dengan metode analisis isi untuk mendeskripsikan jenis press release dan jenis citra dalam press release. Paradigma yang digunakan adalah post- positivisme, sedangkan data yang digunakan dalam penelitian ini yaitu sebanyak 24 press release yang diakses melalui website PT. Telkom Indonesia periode Juli 2022 – Juni 2023. Hasil yang diperoleh dari penelitian ini adalah jenis Basic Publicity Release menjadi jenis press release yang dominan, serta jenis Citra Perusahaan menjadi jenis citra yang dominan. Informasi yang saling berkaitan satu sama lain membuat keduanya menjadi jenis yang dominan. Serta karakteristik yang menghubungkan keduanya melalui kata khusus seperti “Semangat Berbagi”, “Gerbang Tol Digital”, “Komunikasi kreatif”, “Industri Digital”, “Center of Excellence”, “Pengembangan Ekosistem UMKM” sebagai bentuk implementasi visi dari PT. Telkom Indonesia. Saran dari penelitian ini Press release PT. Telkom Indonesia dapat dibuat dengan menekankan kata khusus yang penting agar pesan yang disampaikan semakin kuat sesuai dengan yang PT. Telkom Indonesia inginkan. Selain itu penambahan fitur komentar juga penting agar publik yang melihat dan membaca press release dapat langsung memberikan tanggapan untuk setiap press release yang dipublikasikan dalam website PT. Telkom Indonesia. Image is the public's perception or assessment of PT. Telkom Indonesia which was formed through the communication and experience of the public towards PT. Telkom Indonesia. As a Public Relations, press release is one of the media or communication tools used to maintain a positive image of PT. Telkom Indonesia. The number of press releases published on the official website of PT. Telkom Indonesia creates various types of press releases and types of images. So this study aims to analyze the type of press release and the type of image in the press release of PT. Telkom Indonesia through the website. This research uses the theory of press release types, namely Basic Publicity Release, Product Release, and Financial Release. As well as using the theory of image types, namely Shadow Image. The method used is a qualitative research approach with a content analysis method to describe the type of press release and the type of image in the press release. The paradigm used is post- positivism, while the data used in this study is as many as 24 press releases accessed through the website of PT. Telkom Indonesia for the period of July 2022 – June 2023. The results obtained from this study are that the type of Basic Publicity Release becomes the dominant type of press release, and the type of Corporate Image becomes the dominant type of image. The information that is interrelated with each other makes the two dominant types. As well as characteristics that connect the two through special words such as "Spirit of Sharing", "Digital Toll Gate", "Creative Communication", "Digital Industry", "Center of Excellence", "MSME Ecosystem Development" as a form of implementation of the vision of PT. Telkom Indonesia. Suggestions from this research Press release PT. Telkom Indonesia can be made by emphasizing a special word that is important so that the message conveyed is stronger in accordance with what PT. Telkom Indonesia wants. In addition, the addition of a comment feature is also important so that the public who see and read the press release can immediately provide a response to each press release published on the PT. Telkom Indonesia.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44220010095
Uncontrolled Keywords: Press Release, Jenis Citra, Jenis Press Release, Analisis Isi, Kualitatif Press Release, Jenis Citra, Jenis Press Release, Analisis Isi, Kualitatif
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: WIDYA AYU PUSPITA NINGRUM
Date Deposited: 27 Aug 2024 03:00
Last Modified: 27 Aug 2024 03:00
URI: http://repository.mercubuana.ac.id/id/eprint/90761

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