Defani, Agis (2023) MARKETING PUBLIC RELATIONS DALAM MEMBANGUN CITRA PT. GOJEK (STUDI KASUS PT.GOJEK INDONESIA KOTA SERANG). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Gojek is one of the online transportation service providers that can provide solutions in overcoming problems in society. The Gojek Application was created with the aim of changing the negative image of motorcycle taxi drivers. but unfortunately in the city of attack there was a rejection of Gojek from the base motorcycle taxi driver, besides that Gojek faced the problem of irresponsible drivers. This of course greatly affects all activities of PT. GOJEK. The purpose of this study is to find out how to build the corporate image of PT. GOJEK and to find out the PR marketing strategy of PT. GOJEK. In this study, researchers used qualitative research methods. Data collection techniques used are in-depth interviews and observation. The main strategy used by PT. GOJEK is the Image Recovery Theory from William Benoit. This study provides an overview of Marketing Public Relations activities carried out in collaboration with the media in order to carry out the communication process, distribute messages, and submit actual information about Marketing Public Relations activities carried out in collaboration with the media, but Public Relations PT. Go-Jek Indonesia strives to understand and serve the media by providing correct and complete information, and is always open to the media. The results showed that the company's image had a significant positive effect on customer satisfaction. The Gojek company is expected to pay more attention to and adjust the company's image so that it can affect Gojek's customer satisfaction. Creating information that will help PT. GOJEK will improve its image and public trust in the future. Gojek's corporate image is being rebuilt through public service activities that provide a sense of security and comfort to the community. Keyword : Marketing Public Relations, Image Recovery Theory, Corporate Image, Customer Satisfaction.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Gojek merupakan salah satu penyedia layanan jasa transportasi online yang dapat memberikan solusi dalam mengatasi permasalahan didalam masyarakat. Dibuatnya Aplikasi Gojek memiliki tujuan dalam mengubah citra negatif pengemudi ojek. Namun sayangnya di kota serang sempat ada penolakan gojek dari pengemudi ojek pangkalan, selain itu Gojek menghadapi masalah pengemudi tidak bertanggung jawab. Hal ini tentunya sangat mempengaruhi seluruh aktivitas PT.GOJEK. Tujuan penelitian ini untuk mengetahui bagaimana membangun citra perusahaan PT.GOJEK dan untuk mengetahui strategi marketing PR PT.GOJEK. Dalam penelitian ini, peneliti menggunakan metode penelitian kualitatif. Teknik pengumpulan data yang digunakan adalah wawancara mendalam dan observasi. Strategi utama yang digunakan PT.GOJEK adalah Teori Pemulihan Citra dari William Benoit. Penelitian ini memberikan gambaran tentang kegiatan Marketing Public Relations yang dilakukan bekerjasama dengan media dalam rangka melakukan proses komunikasi, menyalurkan pesan, dan menyerahkan informasi aktual tentang kegiatan Marketing Public Relations yang dilakukan bekerjasama dengan media, namun Public Relations PT. Go-Jek Indonesia berupaya untuk memahami dan melayani media dengan memberikan informasi yang benar dan lengkap, serta selalu terbuka terhadap media. Hasil penelitian menunjukkan bahwa citra perusahaan berpengaruh signifikan dengan arah positif terhadap kepuasan pelanggan. Perusahaan Gojek diharapkan lebih memperhatikan dan menyesuaikan citra perusahaan agar dapat mempengaruhi kepuasan pelanggan Gojek. Menciptakan informasi yang akan membantu PT. GOJEK meningkatkan citra dan kepercayaan publik di masa depan, Citra perusahaan Gojek sedang dibangun kembali melalui kegiatan pelayanan publik yang memberikan rasa aman dan nyaman kepada masyarakat. Kata Kunci : Marketing Public Relations, Teori Pemulihan Citra, Citra Perusahaan, Kepuasan Pelanggan. | |||||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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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: | Ms Agis Defani | |||||||||
| Date Deposited: | 25 Jan 2023 10:17 | |||||||||
| Last Modified: | 25 Jan 2023 10:17 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/20250 |
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