Strategi Hubungan Masyarakat PT. ISM Bogasari Flour Mills Dalam Mempertahankan Konsumen Dengan Menjaga Kinerja Website Perusahaan Tahun 2020

Sihotang, Yulianti Maranatha (2022) Strategi Hubungan Masyarakat PT. ISM Bogasari Flour Mills Dalam Mempertahankan Konsumen Dengan Menjaga Kinerja Website Perusahaan Tahun 2020. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Untuk menghadapi persaingan yang cukup ketat di bidang industri, maka setiap perusahaan harus memiliki strategi hubungan masyarakat yang tepat agar pesan yang disampaikan dapat di terima oleh masyarakat umum sehingga mampu menghadapi berbagai situasi dan kondisi sehingga tujuannya dapat tercapai. Salah satu Strategi hubungan masyarakat (Public Relations) yang digunakan PT. ISM Bogasari Flour Mills adalah dengan menggunakan website untuk media komunikasi dalam menanggapi semua masukan dan kritikan yang membangun untuk perusahaan selain itu, juga sebagai sarana komunikasi dan informasi mengenai produk yang transparan kepada masyarakat. Kualitas website yang terjaga juga dapat membuat perusahaan dikenal masyarakat sehingga citra perusahaan dapat dipertahankan. Pada penelitian ini metode yang digunakan adalah metode kualitatif yang bersifat studi kasus berarti penelitian ini melakukan ekplorasi secara mendalam terhadap strategi public relations yang dilakukan PT. Bogasari salah satunya dengan menjaga kualitas kinerja website milik mereka dalam mempertahankan citra perusahahan (corporate image). Dalam pengambilan sampel penelitian ini menggunakan teknik penentuan sampel purposive sampling, informan dipilih dengan sengaja dan langsung tertuju pada informan kunci (key informant) public relations PT. Bogasari yang bersangkutan. Kriteria penentuan informan dalam penelitian ini diambil dari divisi bagian public relations PT. Bogasari yang dipilih secara random dengan kriteria yang sudah bekerja di PT. Bogasari divisi bagian public relations selama 3-5 tahun dan sudah berstatus sebagai karyawan tetap. Sehingga dapat dikatakan bahwa public relation PT. ISM Bogasari telah berhasil menjalankan strategi mereka dan dapat meningkatkan dan mempertahankan konsumen PT. ISM Bogasari./ In order to face a fairly tight competition in the industrial sector, every company must have the right public relations strategy so that the message conveyed can be accepted by the general public so that they are able to deal with various situations and conditions so that their goals can be achieved. One of the public relations strategies (Public Relations) used by PT. ISM Bogasari Flour Mills is to use the website as a communication medium in responding to all input and constructive criticism for the company besides that, as well as a means of communication and information about products that are transparent to the public. The quality of the website that is maintained can also make the company known to the public so that the company's image can be maintained. In this study, the method used is a qualitative method with a case study nature, meaning that this research conducts an in-depth exploration of the public relations strategy carried out by PT. Bogasari one of them is by maintaining the quality of their website's performance in maintaining a corporate image. In taking the sample of this study using a purposive sampling technique, the informants were selected intentionally and directly focused on the key informant (key informant) public relations PT. Bogasari concerned. The criteria for determining the informants in this study were taken from the public relations division of PT. Bogasari selected randomly with criteria already working at PT. Bogasari division of public relations for 3-5 years and has the status as a permanent employee. So it can be said that the public relations of PT. ISM Bogasari has successfully implemented their strategy and was able to increase and retain PT. ISM Bogasari.

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