STRATEGI KOMUNIKASI DALAM MEMBENTUK CITRA KOMUNITAS MOTOR (Studi Pada Komunitas Motor Highland Malang)

This study aims to analyze organizational communication strategies in shaping the image of the motorcycle community in the Highland Malang community. This study is motivated by the development of motorcycle communities, which function not only as a forum for automotive hobbies but also as social organizations that actively build relationships with the public through various organizational communication activities. The focus of this study includes the organizational communication strategies implemented by the Highland community, the process of shaping the motorcycle community’s image within society, and the role of organizational communication strategies in building a positive community image. This study employs a qualitative approach using a case study design. Informant selection was conducted through purposive sampling, involving the community leader, board members, community members, and the surrounding community. Data collection techniques included in-depth interviews, observation, and documentation. Data analysis utilized the Miles and Huberman model, which includes data reduction, data presentation, and drawing conclusions. Data validity was tested using source triangulation.
The research results indicate that the organizational communication strategies implemented by the Highland community are carried out through integrated internal and external organizational communication. Internal communication serves as a means of coordination and strengthening member solidarity, while external communication is conducted through social media, social activities, and interpersonal communication with the public. The communication strategies implemented by the Highland community demonstrate the application of the Three Ways Strategy, which emphasizes a social relations approach and organizational engagement within the community environment to build public acceptance. The process of shaping the motorcycle community’s image occurs through the public’s social experiences with the community’s sustained organizational communication activities. From Karl Weick’s sensemaking perspective, the public forms meanings and perceptions of the motorcycle community based on social experiences and direct interactions with the community. This study concludes that organizational communication strategies play a crucial role in shaping a positive image of the motorcycle community through social relationships, external communication, and community involvement in public activities.