Fridayanti, Frizka (2025) STRATEGI PUBLIC RELATIONS BKOW BANTEN DALAM MEMBANGUN CITRA PROGRESIF DI MASYARAKAT. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
FRIZKA FRIDAYANTI_6662210138_Fulltext.pdf Restricted to Registered users only Download (2MB) |
|
Text
FRIZKA FRIDAYANTI_6662210138_01.pdf Restricted to Registered users only Download (1MB) |
|
Text
FRIZKA FRIDAYANTI_6662210138_02.pdf Restricted to Registered users only Download (456kB) |
|
Text
FRIZKA FRIDAYANTI_6662210138_03.pdf Restricted to Registered users only Download (363kB) |
|
Text
FRIZKA FRIDAYANTI_6662210138_04.pdf Restricted to Registered users only Download (417kB) |
|
Text
FRIZKA FRIDAYANTI_6662210138_05.pdf Restricted to Registered users only Download (220kB) |
|
Text
FRIZKA FRIDAYANTI_6662210138_Ref.pdf Restricted to Registered users only Download (253kB) |
|
Text
FRIZKA FRIDAYANTI_6662210138_Lamp.pdf Restricted to Registered users only Download (1MB) |
Abstract
In the digital era and modernization, women's organizations are required to be adaptive and innovative in their communication. BKOW Banten presents a unique and inclusive communication strategy to build a progressive image, by presenting public figures and reaching all levels of society. Through various social, educational, and digital activities, BKOW strives to strengthen public trust and raise awareness of women's issues in Banten. This study aims to describe the communication strategy used by BKOW Banten and to understand how its progressive image is formed in society. The theory used in this study is the Communication Strategy Theory by Ronald D. Smith. The researcher used a descriptive qualitative approach with a post-positivist paradigm. The results of this study found that BKOW Banten's communication strategy in building a progressive image is in line with Ronald D. Smith's strategic planning theory. This strategy begins with formative research to understand the real needs of the community, especially women, then translated into transformative messages but requires collaborative optimization through various media. It was implemented systematically but lacks evaluative. BKOW succeeded in improving cognition, forming positive perceptions, and fostering supportive attitudes. Active community participation reflects the success of BKOW Banten but needs to pay attention to digital communication to build an image as a progressive organization.
| Item Type: | Thesis (S1) | ||||||
|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||
| Additional Information: | Di era digital dan modernisasi, organisasi perempuan dituntut adaptif dan inovatif dalam berkomunikasi. BKOW Banten menampilkan strategi komunikasi unik dan inklusif untuk membangun citra progresif, dengan menghadirkan figur publik dan menjangkau segala kalangan masyarakat. Melalui berbagai kegiatan sosial, edukatif, dan digital, BKOW berupaya memperkuat kepercayaan publik serta meningkatkan kesadaran terhadap isu-isu perempuan di Banten. Penelitian memiliki tujuan untuk mendeskripsikan strategi komunikasi yang digunakan oleh BKOW Banten serta mengetahui bagaimana citra progresif yang dibentuk di masyarakat. Teori yang digunakan dalam penelitian ini adalah Teori Strategi Komunikasi oleh Ronald D. Smith. Peneliti menggunakan pendekatan kualitatif deskriptif dengan paradigma post positivisme. Hasil penelitian ini yaitu ditemukan bahwa strategi komunikasi BKOW Banten dalam membangun citra progresif sejalan dengan teori perencanaan strategis Ronald D. Smith. Strategi ini dimulai dari riset formatif untuk memahami kebutuhan nyata masyarakat, khususnya perempuan, lalu diterjemahkan ke dalam pesan transformatif namun perlu optimalisasi kolaboratif melalui berbagai media. Dilaksanakan secara sistematis tapi kurang evaluatif. BKOW berhasil meningkatkan kognisi, membentuk persepsi positif, dan menumbuhkan sikap suportif. Partisipasi aktif masyarakat mencerminkan keberhasilan BKOW Banten namun perlu memperhatikan komunikasi digital untuk membentuk citra sebagai organisasi yang progresif. | ||||||
| Uncontrolled Keywords: | Progressive Image, Public Relation Strategy, Women's Organization, BKOW Banten. Citra Progresif, Strategi Public Relation, Organisasi Perempuan, BKOW Banten | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
||||||
| Depositing User: | Mrs Frizka Fridayanti | ||||||
| Date Deposited: | 26 Sep 2025 02:31 | ||||||
| Last Modified: | 26 Sep 2025 02:31 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54970 |
Actions (login required)
 |
View Item |