STRATEGI MARKETING PUBLIC RELATIONS MELALUI BOUNDARY SPANNING DALAM MEMBANGUN KEPERCAYAAN DAN KOMITMEN MITRA BISNIS (STUDI KASUS KOMUNIKASI BUSINESS TO BUSINESS PT DANAPAINT INDONESIA DENGAN RITEL MODERN)

Nurul Fara Pramadhanti, . (2026) STRATEGI MARKETING PUBLIC RELATIONS MELALUI BOUNDARY SPANNING DALAM MEMBANGUN KEPERCAYAAN DAN KOMITMEN MITRA BISNIS (STUDI KASUS KOMUNIKASI BUSINESS TO BUSINESS PT DANAPAINT INDONESIA DENGAN RITEL MODERN). Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

[img] Text
ABSTRAK.pdf
Download (234kB)
[img] Text
AWAL.pdf
Download (664kB)
[img] Text
BAB 1.pdf
Restricted to Repository UPNVJ Only
Download (323kB)
[img] Text
BAB 2.pdf
Restricted to Repository UPNVJ Only
Download (470kB)
[img] Text
BAB 3.pdf
Restricted to Repository UPNVJ Only
Download (321kB)
[img] Text
BAB 4.pdf
Restricted to Repository UPNVJ Only
Download (924kB)
[img] Text
BAB 5.pdf
Restricted to Repository UPNVJ Only
Download (238kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (251kB)
[img] Text
RIWAYAT HIDUP.pdf
Restricted to Repository staff only
Download (185kB)
[img] Text
LAMPIRAN.pdf
Restricted to Repository UPNVJ Only
Download (1MB)
[img] Text
HASIL PLAGIARISME.pdf
Restricted to Repository staff only
Download (15MB)
[img] Text
ARTIKEL KI.pdf
Restricted to Repository staff only
Download (435kB)

Abstract

This research is motivated by the phenomenon of communication dysfunction, specifically communication bypassing, within the Business-to-Business (B2B) relationship ecosystem between PT Danapaint Indonesia and large-scale modern retail networks, namely Mitra10 and Depo Bangunan. This phenomenon is triggered by the rigid bureaucracy of the retailers, which creates operational bottlenecks. This study aims to analyze the implementation of Marketing Public Relations (MPR) strategies through the boundary spanning function to construct trust and commitment among business partners. Grounded in Excellence Theory and Relationship Management Theory, this research employs a constructivist paradigm, a qualitative approach, and a case study design. Data collection was conducted through in-depth interviews with five informants (internal and external) as well as observations, which were thematically analyzed using NVivo software. The results indicate that field representatives implement the MPR strategy through dialogic communication centered on the dual functions of boundary spanning: advocacy and gatekeeping. The delegation of tactical autonomy enables staff to navigate bureaucratic barriers in real-time. MPR practices are consequently transformed into a space for negotiation and value co-creation, as evidenced by the adaptation of promotional booth designs into an open-space configuration that accommodates the partners' regulations. The consistency of this two-way communication successfully constructs trust based on credibility and benevolence, which ultimately secures both the calculative and affective commitment of the retail partners. This study offers novelty by demonstrating that boundary spanning is not merely a structural management function, but rather a tactical communication practice where interpersonal commitment serves as a substitute for formal control to secure long-term B2B relationship loyalty.

Item Type: Thesis (Tesis)
Additional Information: [No. Panggil: 2410422017] [Pembimbing: Yudie Aprianto] [Penguji 1: Witanti Prihatiningsih] [Penguji 2: Ana Kuswanti}
Uncontrolled Keywords: Boundary Spanning, Trust, Commitment, Business-to-Business Communication, Marketing Public Relations.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S2)
Depositing User: NURUL FARA PRAMADHANTI
Date Deposited: 08 Sep 2026 03:24
Last Modified: 08 Sep 2026 03:28
URI: http://repository.upnvj.ac.id/id/eprint/54291

Actions (login required)

View Item View Item