Strategi departemen hubungan masyarakat PT. Kereta api indonesia (persero) dalam menciptakan citra positif perusahaan di mata konsumen

Eliza, Eliza (2016) Strategi departemen hubungan masyarakat PT. Kereta api indonesia (persero) dalam menciptakan citra positif perusahaan di mata konsumen. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT. Kereta Api Indonesia (Persero) adalah badan usaha yang bertugas untuk menyediakan, mengatur, dan mengurus jasa angkutan kereta api di Indonesia. Dalam perkembangannya, berbagai peristiwa membuat PT. KAI kehilangan kepercayaan dan loyalitas masyarakat terhadap produk dan jasanya. Akan tetapi, perencanaan berkelanjutan yang dilakukan oleh PT. KAI, terutama departemen hubungan masyarakat, untuk mengembalikan kepercayaan dan loyalitas tersebut melalui perbaikan citra, mampu menjadikan kereta api sebagai pilihan utama moda transportasi darat di Indonesia. Untuk itulah, diperlukan sebuah penelitian untuk mengetahui bagaimana strategi departemen hubungan masyarakat PT. KAI dalam menciptakan citra positif perusahaan di mata masyarakat. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian deskriptif dan desain penelitian studi kasus. Pengumpulan data penelitian dilakukan dengan data primer, yaitu wawancara dan observasi partisipan, serta data sekunder berupa studi kepustakaan. Wawancara dilakukan kepada anggota departemen hubungan masyarakat PT. KAI, penumpang kereta api jarak jauh, dan penumpang regular KRL Commuter Line Jabodetabek. Hasil dari penelitian ini adalah PT. KAI memiliki strategi khusus untuk menciptakan citra positif perusahaan di mata masyarakat. Strategi tersebut dilakukan dengan berbagai macam perubahan dan perbaikan melalui pengembangan angkutan barang dan penumpang, pengembangan manajemen, dan peningkatan keamanan kereta api. Kemudian, perbaikan dan perubahan ini juga turut dirasakan oleh para pengguna kereta api. / PT. Kereta Api Indonesia (Persero) is a state-owned enterprise that provides, organizes, and manages railway transportation services in Indonesia. In its development, a number of incidents made PT. KAI lost its public’s trust and loyalty towards their products and services. The PR Department of PT. KAI responses to this issue by developing sustainability plans regarding corporate image repairing. These plans are able to make railway as the primary mode of transportation in Indonesia. Therefore, research is needed to determine PR department strategy of PT. KAI is able to create a positive corporate image in public. This research uses the qualitative approach with the description method and case study design. Data collection is carried out through interviews and participant observation as the sources of primary data. Then, literature and document study as the sources of secondary data. Informants are selected from the members of Public relations department of PT. KAI, passengers of longdistance train, and regular passengers of KRL Commuter Line Jabodetabek. The result of this research shows that PT. KAI has particular strategies to create its corporate image. The strategies are implemented by doing major changes and improvements through the development of freight and passenger transport, development of management system, and improvement of railway security. Then the passengers felt and also confirmed all these changes and improvements.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: strategy ; pt. kereta api indonesia (persero) ; corporate image
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School > Faculty of Social and Political Science > Department of Communication Science
Current > Faculty/School > Faculty of Social and Political Science > Department of Communication Science
Depositing User: Mr Kevin Marcellino
Date Deposited: 04 Oct 2018 06:59
Last Modified: 06 Nov 2018 08:56
URI: http://repository.uph.edu/id/eprint/966

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