STRATEGI PUBLIC RELATIONS SEBAGAI UPAYA MEMBANGUN CITRA PT. NATURAL NUSANTARA

Afifa, Muthia Zahra (2024) STRATEGI PUBLIC RELATIONS SEBAGAI UPAYA MEMBANGUN CITRA PT. NATURAL NUSANTARA. Other thesis, UPN Veteran Yogyakarta.

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Abstract

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ABSTRAK
PT. Natural Nusantara sebagai perusahaan yang bergerak dalam sektor
pertanian, hadir untuk membantu memberikan solusi dalam menghadapi berbagai
tantangan yang muncul dalam sektor pertanian. Upaya ini dilakukan oleh PT. Natural
Nusantara dengan memanfaatkan public relations untuk dapat membantu
meningkatkan pemahaman masyarakat mengenai kontribusi perusahaan dalam
menghadapi tantangan tersebut. Melalui strategi public relations yang terencana, PT.
Natural Nusantara tidak hanya berusaha membantu meningkatkan kualitas hidup
masyarakat, tetapi juga sebagai strategi untuk membangun citra positif perusahaan
agar dapat terus mempertahankan bisnis. Penelitian ini bertujuan untuk mengetahui
strategi public relations sebagai upaya membangun citra PT. Natural Nusantara dan
untuk mengetahui bagaimana citra PT. Natural Nusantara di benak masyarakat.
Metode penelitian menggunakan kualitatif deskriptif dengan mengumpulkan data
melalui teknik wawancara, dokumentasi, dan studi pustaka. Hasil penelitian
menunjukkan bahwa PT. Natural Nusantara menerapkan tahapan strategi public
relations secara komprehensif. Melalui pendekatan komunikasi yang mengedepankan
rasa kekeluargaan, melaksanakan berbagai program dengan terencana seperti
Program Tematik dan Program Meet and Greet, dan melakukan berbagai inisiatif
lainnya pun mampu membangun citra positif PT. Natural Nusantara. Terbukti dari
PT. Natural Nusantara sebagai perusahaan yang menjalankan sistem bisnis multi level
marketing berhasil di pandang sebagai perusahaan yang dapat dipercaya, memiliki
karakteristik tersendiri, dan mampu menunjukkan sikap yang baik.
Kata Kunci: Strategi Public Relations, PT. Natural Nusantara, Citra Perusahaan
xiii
ABSTRACT
PT Natural Nusantara as a company engaged in the agricultural sector, is
here to help provide solutions in facing various challenges that arise in the
agricultural sector. This effort was made by PT Natural Nusantara by utilizing public
relations to be able to help increase public understanding of the company's
contribution in facing these challenges. Through a planned public relations strategy,
PT Natural Nusantara is not only trying to help improve the quality of life of the
community, but also as a strategy to build a positive image of the company in order
to continue to maintain business. This research aims to find out the public relations
strategy as an effort to build the image of PT Natural Nusantara and to find out how
the image of PT Natural Nusantara in the minds of the public. The research method
uses descriptive qualitative by collecting data through interview techniques,
documentation, and literature study. The results showed that PT Natural Nusantara
implemented the stages of a comprehensive public relations strategy. Through a
communication approach that prioritizes a sense of family, implementing various
planned programs such as the Program Tematik and Program Meet and Greet, and
carrying out various other initiatives, PT Natural Nusantara is able to build a
positive image. It is proven that PT. Natural Nusantara as a company that runs a
multi-level marketing business system is successfully viewed as a company that can
be trusted, has its own characteristics, and is able to show a good attitude.
Keywords: Public Relations Strategy, PT. Natural Nusantara, Company Image

Item Type: Thesis (Other)
Uncontrolled Keywords: Public Relations Strategy, PT. Natural Nusantara, Company Image
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Eko Yuli
Date Deposited: 21 Jun 2024 02:48
Last Modified: 21 Jun 2024 02:48
URI: http://eprints.upnyk.ac.id/id/eprint/39845

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