Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis

MARKETING PUBLIC RELATIONS STRATEGY OF PT. JANIK LAMPUNG IN BUILDING BRAND IMAGE

2025-06-13T10:47:14+00:00

Marketing Public Relations (MPR) is a strategic approach that integrates marketing activities with public relations to build a strong and positive brand image. This strategy has significant potential to enhance the company's brand image, which in turn contributes to increased profitability. PT. Janik Lampung is a company operating in the fashion industry, focusing on the preservation and innovation of Tapis Lampung, a cultural product that not only reflects the beauty of traditional art but also conveys the philosophical values and identity of the Lampung community. This study aims to analyze the Marketing Public Relations strategy implemented by PT. Janik Lampung in its effort to build a strong brand image. The research employs Whalen’s 7 Steps of Strategic Planning as the theoretical framework and utilizes a qualitative method, collecting data through interviews, data categorization, and social media content analysis. The findings reveal that PT. Janik Lampung applies a systematic combination of Pull, Push, and Pass strategies in each planning stage. These steps include situational analysis using SWOT, goal setting based on SMART principles, strategy formulation, audience targeting, communication message planning, selection of social media tactics, and the evaluation of communication effectiveness. The key messages and hashtags #BanggaBerbudaya (Proud of Culture) and #SobatLestariBudaya (Culture Sustainability Companions) have been effectively embedded in the minds of consumers, fostering increased awareness, engagement, and loyalty toward Tapis Lampung products. This strategy has succeeded in strengthening the brand image of Janik Lampung as an authentic local brand that aligns with modern market preferences, particularly among Generation Z. Consequently, Janik Lampung has demonstrated its competitiveness in both local and national markets as a cultural based creative industry player.

Keywords: Brand Image, Marketing Public Relations, Social Media, Tapis Lampung, Whalen’s 7 Steps of Strategic Planning

KOMUNIKASI INTERNAL DAN KETERLIBATAN KARYAWAN DALAM SOSIALISASI CODE OF CONDUCT PADA PT HALEYORA POWERINDO BANGKA

2025-05-28T04:28:03+00:00

Rendahnya keterlibatan karyawan dalam menginternalisasi nilai-nilai organisasi menjadi tantangan utama yang dihadapi perusahaan, terutama ketika komunikasi internal belum partisipatif dan bermakna. Penelitian ini bertujuan mengkaji peran komunikasi internal dalam sosialisasi Code of Conduct sebagai manifestasi budaya etik organisasi, serta hubungannya dengan keterlibatan karyawan (employee engagement) di PT Haleyora Powerindo Bangka. Penelitian menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data berupa studi pustaka, observasi, dan wawancara mendalam kepada manajer, koordinator, dan karyawan. Hasil penelitian menunjukkan bahwa komunikasi internal yang konsisten, dialogis, didukung kepemimpinan inspiratif, serta pemanfaatan media digital, mampu meningkatkan keterlibatan karyawan dalam dimensi kognitif, emosional, dan perilaku. Sosialisasi Code of Conduct tidak hanya menjadi sarana penyampaian informasi, tetapi juga ruang pembentukan makna dan penguatan identitas kolektif yang selaras dengan nilai organisasi. Faktor pendukung keterlibatan karyawan meliputi dukungan manajemen dan kedisiplinan internal, sementara faktor penghambat di antaranya perbedaan latar belakang dan keterbatasan waktu. Studi ini menekankan pentingnya komunikasi yang reflektif, empatik, dan transformatif untuk memperkuat budaya organisasi dan menciptakan employee engagement yang berkelanjutan. Rekomendasi diberikan agar perusahaan mengembangkan pola komunikasi yang lebih variatif dan interaktif, serta melakukan evaluasi berkala untuk meningkatkan efektivitas sosialisasi Code of Conduct.

ANALYSIS OF AUDIENCE RECEPTION ON THE CONTENT OF ANIES BASWEDAN LOW CONTEXT COMMUNICATION MESSAGES ON THE 3rd DEBATE PRESIDENTIAL CANDIDATES 2024

2025-06-16T09:28:47+00:00

The advent of the digital era has precipitated a profound metamorphosis in the communication patterns of Indonesian society, particularly through the medium of social media, which has emerged as the predominant conduit for the dissemination of information and the shaping of public opinion. A salient phenomenon pertains to Anies Baswedan's communication style during the third presidential debate in 2024, which adopted a Low Context Culture (LCC) a direct and explicit communication style contrasting with Indonesia's traditional communication culture, which tends to be implicit and polite called High Context Culture (HCC). The objective of this study is to examine how the audience received and interpreted the LCC messages conveyed by Anies Baswedan during the debate. The theoretical framework of this research draws on Edward T. Hall's cultural communication theory, Hofstede's cultural dimensions, and Anthony Giddens' Runaway World theory, which highlights the dynamics of globalization and digital interaction. The research method employed is a constructivist paradigm with a qualitative approach, combining Stuart Hall's reception analysis and Phillip Mayring's qualitative content analysis. The data presented herein was collected through a meticulous examination of textual content and in-depth interviews with active and relevant audiences. The findings of the research indicate that audience reception is significantly influenced by cultural background. Anies' LCC communication style has been perceived by some audiences as firm and effective, while others have found it offensive and inappropriate with local cultural norms. This study provides strategic recommendations for the development of political communication in the digital age.

MANAJEMEN KOMUNIKASI PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) “REMBUK STUNTING” THE PARK MALL SOLO

2025-06-18T08:48:27+00:00

Corporate Social Responsibility (CSR) memegang peran krusial dalam membangun citra perusahaan sekaligus memberikan manfaat nyata bagi masyarakat. Penelitian ini berfokus pada bagaimana strategi komunikasi diterapkan dalam setiap tahapan manajemen CSR “Rembuk Stunting” yang diinisiasi oleh The Park Mall Solo bersama berbagai instansi untuk menangani isu stunting di Kabupaten Sukoharjo. Tujuan penelitian ini adalah untuk mengetahui bagaimana manajemen CSR tersebut dijalankan dari perspektif komunikasi. Penelitian ini menggunakan metode kualitatif deskriptif dengan teknik observasi, studi pustaka, dan wawancara mendalam. Analisis dilakukan menggunakan teori manajemen POAC (Planning, Organizing, Actuating, Controlling) oleh George R. Terry untuk membedah proses manajerial yang ada. Hasil penelitian menunjukkan bahwa pada tahap perencanaan, strategi komunikasi dirancang untuk mengidentifikasi khalayak sasaran dan merumuskan pesan persuasif. Tahap pengorganisasian berfokus pada pembangunan alur komunikasi yang efektif antar-stakeholder melalui berbagai saluran untuk memastikan sinergi program. Pada tahap pelaksanaan, digunakan strategi kampanye komunikasi terpadu melalui media daring dan luring untuk menyebarkan pesan edukatif secara masif. Sementara pada tahap pengawasan, evaluasi komunikasi menunjukkan pesan diterima dengan baik oleh masyarakat, namun tantangan utama ditemukan pada sistem pendataan untuk pemantauan jangka panjang. Disimpulkan bahwa manajemen CSR ini telah berjalan terstruktur dari sisi komunikasi, namun efektivitasnya di masa depan bergantung pada perbaikan mekanisme evaluasi dan tindak lanjut.