Strategi public relations blue bird group dalam mempertahankan corporate image = Public relations strategy of blue bird group in maintaining corporate image

Yulita, Natalia (2016) Strategi public relations blue bird group dalam mempertahankan corporate image = Public relations strategy of blue bird group in maintaining corporate image. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan teknologi informasi di Indonesia telah memberikan banyak dampak diberbagai bidang kehidupan, salah satunya tantangan persaingan dalam dunia bisnis yang membuat para pelaku usaha semakin berusaha meningkatkan penjualan dan memenangkan hati konsumen. Blue Bird Group sebagai perusahaan yang dikenal memiliki kualitas pelayanan terbaik di Indonesia nyatanya tidak lepas dari berbagai permasalahan yang dapat menjatuhkan nama baiknya. Namun berkat reputasi baik yang telah dimiliki, perusahaan ini tetap mampu mendapat dukungan serta kepercayaan publik, terbukti dari salah satu penghargaan corporate image yang sudah diperoleh Blue Bird Group sebanyak sembilan kali dalam kategori taksi. Untuk itulah penelitian ini bertujuan untuk mengetahui bagaimana strategi Public Relations Blue Bird Group dalam mempertahankan corporate image. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian deskriptif. Pengumpulan data diperoleh melalui data primer yaitu wawancara dan observasi non-partisipan, serta data sekunder yaitu berupa studi kepustakaan dan dokumentasi. Wawancara dilakukan kepada dua Key Informant dan empat Informant untuk mendapatkan data yang diperlukan. Hasil penelitian menunjukkan bahwa divisi Public Relations Blue Bird Group telah melaksanakan seluruh rangkaian strategi Public Relations Smith yang terdiri dari Formative Research, Strategy, Tactics, serta Evaluative Research dengan baik dalam rangka mempertahankan corporate image-nya./ The growth of information technologies in Indonesia has given a bunch of effects in every aspects of life, one of them is a competition in the business world that make entrepreneurs tried to improve sales and win the heart consumers . Blue Bird Group as company known to have the best services quality in Indonesia, in fact can not be separated from a variety of problems that can be dropped in their good name. But because of their good reputation, this company is able to get support and public trust, proven by its corporate image awards as many as nine times in the category of taxi. That is why this research aims to see how public relations strategy of Blue Bird Group in maintaining corporate image. This research uses a qualitative approach with descriptive method. Data are collected from primary data using interviews and non-participant observation, and also secondary data using literature study and documentation. Interviews were conducted to two key informant and four informant. The result shows that Public Relations Division of the firm has conducted the entire range of public relations strategy by Smith consisting of formative research, strategy, tactics, and evaluative research well in order to maintain their corporate image that already positive in public.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Yulita, NataliaNIM00000000300NATALIAYULITA80@YAHOO.CO.ID
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorTangdilintin, PaulusNIDN8871220016UNSPECIFIED
Thesis advisorGinting, Magdalena LestariNIDN0330088502UNSPECIFIED
Uncontrolled Keywords: Public Relations Strategy; Corporate Image
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Mr Samuel Noya
Date Deposited: 16 Oct 2018 08:03
Last Modified: 29 Jul 2020 07:16
URI: http://repository.uph.edu/id/eprint/1820

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