ATIVITAS KEHUMASAN DALAM MEMBENTUK CITRA PERUSAHAAN (Studi Deskriptif Pada TB. Gramedia Basuki Rahmat Malang)

AFIATI, KURNIA (2008) ATIVITAS KEHUMASAN DALAM MEMBENTUK CITRA PERUSAHAAN (Studi Deskriptif Pada TB. Gramedia Basuki Rahmat Malang). Other thesis, University of Muhammadiyah Malang.

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Abstract

In the retail business like Gramedia bookstore of Malang, image is also important to influence company face where image will explain the face whether .t is good or bad. The image will have an effect on the position of company in the middle of emulation that affects the public. Image is based on knowledge and experience, while image is abstract and cannot be measured systematically, but it can be felt from the result of the assessment whether it is good or bad, it is like the acceptance and comments whether it is positive or negative that especially comes from wide public in general. Thereby, the focus of this research is concluded in the key words that is public relations activity and forming company image. K„owing the description of the background of the study above, hence the researcher interests to study about how the public relation activity in Gramedia bookstore forms the image. Besides, this research is also expected to give opinion about public relation study especially about forming the company image. Public relation itself is the activity concerning either individual or group inside or outside and all activities are carried out for the agenda of execution ofduty and the function of each institute or organization (Wijaya, 1986:58). And image is impression which comes from the understanding of reality, where the understanding which come from an incomplete information will result imperfect image (Kasali, 1994:2004) In a certain company or organization, the public relation officers have positively relationship with the wide public, because forming the image will be better if the company and public have harmonious and compatible relationship. Image is a form of concept that is universal or abstract which is difficult to be measured, therefore in forming the image, it requires concept reference which is more simple those are perception and preference. Whereas in this research, the public relation activity leads more to consumer or client. This research pertained as qualitative descriptive research Analysis unit is a unit which is in the from of individual, group, object or a social event background. (Hamidi, 2004:75) The analysis unit in this research is from the side of Bookstore Gramedia on 31. Basuki Rahmat of Malang, which interviewing and documentation are used for data collecting technical. After data is obtained, then data is analyzed and investigated its authenticity thought triangulation of data, that is comparing data and checking back the trust of information that is obtained through time and different equipment in qualitative method. (Moeloeng, 2005:330 From data analysis that has been done, the result shows that all activities of public relation in Gramedia Bookstore on Jl. Basuki Rahmat of Malang of Malang in forming positive image of company indirectly relates to consumer or client, where the result are positive acceptance and comments especially comes from wide public and public in general. All of public relation activities done in Gramedia bookstore has different application because it is adapted for position or occupation which also have different authority. Whereas, public relation activities which are done out side the shop is more leads to promotion. While assessment or response which is taken by researcher from public especially customer about the image of Gramedia Bookstore on Jl. Basuki Rahmat of Malang says that this bookstore is the store that sells qualified books with the moderate price, good settlement that can find certain books easily, and satisfying service.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Anggit Aldila
Date Deposited: 24 Apr 2012 06:59
Last Modified: 24 Apr 2012 06:59
URI: http://eprints.umm.ac.id/id/eprint/2882

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