Arizka, Gifary Nur (2017) STRATEGI KOMUNIKASI PT. DIRGANTARA INDONESIA (PERSERO) DALAM MENINGKATKAN BRAND AWARENESS PRODUK : Studi Kasus Pada Pengembangan Produk Pesawat N219. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Setiap perusahaan memiiki strategi komunikasi masing-masing dalam mengembangkan citra produk dan citra perusahaan, termasuk PT. Dirgantara Indonesia (persero) yang memiliki strategi komunikasi dalam meningkatkan brand awarenesss produk perusahaan. Penelitian ini bertujuan untuk meneliti bagaimana strategi komunikasi pada PT. Dirgantara Indonesia (persero) dalam menjalankan aspek publisitas, informasi bernilai berita, dan transparansi komunikasi. Penelitian ini menggunakan pendekatan kualitatif dengan strategi studi kasus. Metode pengumpulan data yang digunakan untuk penelitian adalah wawancara mendalam, observasi partisipan, studi dokumentasi, dan studi literatur. Hasil penelitian menunjukan bahwa PT. Dirgantara Indonesia (Persero) telah menjalankan strategi komunikasinnya, baik dalam aspek publisitas, informasi bernilai berita, dan transparansi komunikasi, meskipun masih terdapat kekurangan yang harus diperbaiki perusahaan dalam menggunakan strateginya. Dalam aspek perencanaan strategis, humas tidak berperan dominan, karena hanya berperan sebagai pendukung pimpinan organisasi dalam proses perencanaan strategis organisasi. Hasil ini dipengaruhi oleh posisi Humas dalam struktur organisasi yang tidak berada di bawah pimpinan, sehingga tidak memiliki akes komunikasi secara langsung dan minim terlibat dalam rapat pembuatan keputusan bersama pimpinan organisasi. ;---Each company has a communication strategy in developing product image and corporate image, including Indonesian Aerospace (IAe) which has a communication strategy in improving the brand awareness of the company’s products. The research aims to examine how the communication strategy at Indonesian Aerospace (IAe) runs the aspect of publicity, news valuable information, and communication transparency. This research conducted a qualitative approach with a case study strategy. The data collection methods used in this research were in-depth interview, participant observation, documentation study, and literature study. The result of the research showed that Indonesian Aerospace (IAe) has run its communication strategy in the aspect of publicity, news valuable information, and communication transparency, even though there are still deficiencies that company must improve in using its strategy. In the aspect of strategic planning, the public relation does not play a dominant role, because it only serves as a supporter of the organization's leadership in the organization's strategic planning process. These results are influenced by the public relation’s position in organizational structure which is not under the leadership, so it does not have a direct communication access and minimal involvement in the decision-making meeting with the leadership of the organization.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil : S IKOM ARI s-2017; Pembimbing : I. Suwatno, II. Tito Edi; NIM : 1200138. |
| Uncontrolled Keywords: | Strategi Komunikasi, Humas, Brand Awareness, Publisitas, Informasi Bernilai Berita, Transparansi Komunikasi, Communication Strategy, Public Relations, Brand Awareness, Publicity, Valuable Information News, Communication Transparency. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi |
| Depositing User: | Isma Anggini Saktiani |
| Date Deposited: | 07 Aug 2018 08:45 |
| Last Modified: | 07 Aug 2018 08:45 |
| URI: | http://repository.upi.edu/id/eprint/30407 |
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