Strategi komunikasi program spirit of millennial oleh Kementerian BUMN (studi deskriptif analisis mengenai strategi komunikasi program spirit of millennial oleh Kementerian BUMN)

Inggrida, Nadia Dara (2019) Strategi komunikasi program spirit of millennial oleh Kementerian BUMN (studi deskriptif analisis mengenai strategi komunikasi program spirit of millennial oleh Kementerian BUMN). Masters thesis, Universitas Pelita Harapan.

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Abstract

Kehadiran generasi milenial membawa warna tersendiri bagi dunia kerja tidak terkecuali di Kementerian BUMN. Generasi milenial merupakan generasi yang dikenal kreatif, melek teknologi, memiliki antusias yang tinggi terhadap pekerjaan, namun disisi lain juga dikenal dengan generasi yang mudah bosan, mengutamakan diri sendiri dan butuh adanya pengakuan. Kementerian BUMN perlu mengupayakan strategi dalam berkomunikasi dengan generasi milenial agar kedepannya perusahaan dapat maju dan berkembang. Adapun jenis penelitian yang dilakukan pada penelitian ini adalah penelitian kualitatif dengan pendekatan deskriptif kualitatif untuk menggambarkan secara sistematis fakta atau karakteristik karyawan generasi milenial. Dalam menafsirkan data atas makna informan maka digunakan deskriptif analisis dengan pola maksud, tujuan dan pemaknaan. Sumber data dalam penelitian ini ada dua macam yakni data primer yang berasal dari wawancara dengan narasumber dan observasi serta berasal dari data sekunder melalui bahan bacaan dan dokumentasi dari Kementerian BUMN. Hasil penelitian menunjukan bahwa adanya strategi komunikasi dalam berkomunikasi dengan karyawan generasi milenial. Strategi tersebut dilakukan melalui program Spirit of Millennial dimana program tersebut telah disesuaikan dengan gaya dan karakterisik generasi milenial agar isi pesan yang ingin disampaikan dapat diterima. / The presence of millennial generation that brings its own color to the employment of the Ministry of SOEs. Millennial generation is a generation that is known to be creative, technologically literate, has a high enthusiasm for work, but on the other hand is also known as a generation that is easily bored, prioritizes oneself and needs recognition. The Ministry of BUMN needs to work on a strategy in communicating with millennials for the company in order to progress and develop. The type of research conducted in this study is a qualitative research with a qualitative-descriptive approach to systematically describe the facts or characteristics of millennial generation employees. In interpreting the data on the meaning of the informant, phenomenological interpretation is used with the pattern of intent, purpose and meaning. There are two kinds of data sources in this study, namely primary data from interviews with informants and observations and from secondary data through reading material and documentation provided by Ministry of SOEs. The results showed that in communicating with millennial generation employees needed a special strategy so that company goals could be achieved. The communication strategy used by the Ministry of SOEs is through the Spirit of Millennial program. This program has been adapted to the characteristics of millennial generation so that the contents of the message conveyed can be received.

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