MANAJEMEN RELASI PUBLIC RELATIONS PADA PT. CITRA DINAMIKA

Wardani, Rania (2025) MANAJEMEN RELASI PUBLIC RELATIONS PADA PT. CITRA DINAMIKA. S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

This study aims to analyze the relationship management of Public Relations (PR) at PT Citra Dinamika in building relationships with the public and improving public understanding of the importance of personal car insurance. Low public literacy regarding vehicle insurance contributes to a lack of awareness of risks such as accidents, damage, and theft. The study employs a descriptive qualitative approach using the Relationship Management Theory as the analytical framework, which consists of five dimensions: trust, commitment, satisfaction, control mutuality, and communal relationship. The results indicate that PT Citra Dinamika develops its public relations through two main strategies: digital education via social media and the company website, and consultative education through WhatsApp and telephone services. PR activities enhance public trust through transparent information and claim assistance, strengthen commitment through responsive service, and improve customer satisfaction through personalized communication and simplified claim processes. However, several challenges remain, including inconsistent digital content, slow response times during busy periods, and unequal product knowledge among staff. Overall, PT Citra Dinamika’s PR relationship management is effective but requires further optimization in the digital aspect to remain competitive and increase brand awareness.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Yusanto, Yoki	197905032006041016

Additional Information:

Hasil penelitian menunjukkan bahwa PT Citra Dinamika membangun relasi dengan publik melalui dua strategi utama: edukasi digital (media sosial dan website) serta edukasi konsultatif melalui WhatsApp dan layanan telepon. Aktivitas PR berperan dalam meningkatkan kepercayaan melalui transparansi informasi dan pendampingan klaim, membangun komitmen melalui layanan responsif, serta meningkatkan kepuasan pelanggan melalui komunikasi personal dan pelayanan klaim yang mudah. Namun demikian, ditemukan beberapa hambatan seperti kurangnya konsistensi konten digital, respons admin yang lambat pada waktu tertentu, serta pengetahuan staf yang belum merata. Secara keseluruhan, manajemen relasi PR PT Citra Dinamika telah berjalan cukup efektif, namun memerlukan optimalisasi dalam aspek digital agar mampu bersaing dengan kompetitor dan meningkatkan brand awareness.

Uncontrolled Keywords:

Public Relations, Relationship Management, Public Education, Personal Car Insurance, Two-Way Communication. Public Relations, Manajemen Relasi, Edukasi Publik, Asuransi Mobil Pribadi, Komunikasi Dua Arah.

Subjects:

Communication > Public Relations Science
Communication > Communication (General)

Divisions:

06-Fakultas Ilmu Sosial dan Ilmu Politik
06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi

Depositing User:

Ms Rania Wardani

Date Deposited:

20 Nov 2025 02:20

Last Modified:

20 Nov 2025 02:20

URI:

http://eprints.untirta.ac.id/id/eprint/56203

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