Riadhul, Alfath (2022) Konstruksi Citra PT Kereta Api Indonesia (Persero) Melalui Perubahan Logo Perusahaan. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
PT Kereta Api Indonesia (Persero) made a Logo change (Rebranding) on September 28 2020 which is also the celebration of the 75th Anniversary of PT KAI (Persero). The change in the Company Logo was motivated by changes in the Company's Vision and Mission, a new company transformation, Changes in Core Values or Corporate culture, and the Technology Enhanced strategic theme. The purpose of this research is to find out the Company's Image Construction efforts through the meaning of the changes made by the Company. This study uses a qualitative approach with data collection methods in the form of interviews, participant observation, and documentation studies. Researchers also use the Rebranding model introduced by Laurent Muzellec namely Repositioning, Renaming, Redesigning, and Relaunching. The theory used in this study is the Semiotics Theory of Significance introduced by Ferdinand de Saussure. The results of this research are in constructing its image PT KAI (Persero) wants to be a company that not only provides rail transportation services but also as a provider of transportation ecosystems for the public as the meaning is contained in their new Logo. The new transformation that KAI is carrying out is also implemented through the values in the Logo which are contained in the 2020-2024 RJPP mandate as the Company's development strategy. The new corporate culture, which was previously 5 Core Values, was changed to AKHLAK according to the instructions of the Ministry of State-Owned Enterprises (BUMN), where each meaning is contained in the new Logo. And finally, the Technology Enhanced strategic theme is carried out as an effort to improve image through better service by utilizing innovative information technology systems.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | PT Kereta Api Indonesia (Persero) melakukan perubahan Logo (Rebranding) pada tanaggal 28 September 2020 yang sekaligus merupakan perayaan HUT ke-75 PT KAI (Persero). Perubahan Logo Perusahaan ini dilatarbelakangi oleh perubahan Visi dan Misi Perusahaan, Transformasi baru perusahaan, Perubahan Core Values atau budaya Perusahaan, dan Tema strategis Technology Enhanded. Tujuan dari penelitian ini adalah untuk menemukan upaya Konstruksi Citra Perusahaan melalui pemaknaan dari perubahan yang dilakukan Perusahaan. Penelitian ini menggunakan pendekatan Kualitatif dengan metode pengumpulan data berupa wawancara, observasi partisipan, dan studi dokumentasi. Peneliti juga menggunakan model Rebranding yang dikenalkan oleh Laurent Muzellec yaitu Repositioning, Renaming, Redesigning, dan Relaunching. Teori yang digunakan dalam penelitian ini adalah Teori Semiotika Signifikansi yang dikenalkan oleh Ferdinand de Saussure. Hasil penelitian ini adalah dalam mengkonstruksi citranya PT KAI (Persero) ingin menjadi Perusahaan yang tidak hanya menyediakan layanan transportasi perkeretaapian saja tetapi juga sebagai penyedia ekosistem transportasi untuk publik sebagaimana maknanya terdapat dalam Logo baru mereka. Transformasi baru yang KAI lakukan juga terimplementasi melalui nilai-nilai dalam Logo yang tertuang dalam mandat RJPP 2020-2024 sebagai strategi perkembangan Perusahaan. Budaya baru perusahaan yang sebelumnya 5 Nilai Utama diubah menjadi AKHLAK sesuai perintah Kementerian BUMN yang setiap maknanya terdapat dalam Logo baru. Serta yang terakhir tema strategis Technology Enhanced dilakukan sebagai upaya meningkatkan citra melalui pelayanan yang lebih baik dengan memanfaatkan inovasi sistem teknologi informasi. | |||||||||
| Subjects: | Communication > Public Relations Science H Social Sciences > HE Transportation and Communications |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Alfath Riadhul Fauzi | |||||||||
| Date Deposited: | 23 Dec 2022 15:33 | |||||||||
| Last Modified: | 23 Dec 2022 15:33 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/18864 |
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