Bayu Aditya Rahmadi, . (2014) PUBLIC RELATIONS KRISIS MOBIL VOLVO DI JAKARTA (Kasus Krisis Kepercayaan Mobil Volvo di Jakarta). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Background is discussing about the crisis at Volvo. Because Volvo has a good image in Indonesia, even in life had become a minister car in Soeharto era. Then the crisis that led to the image changed drastically. The purpose of research is to determine the factors causing the crisis in the Volvo in Jakarta. And how the public relations efforts of PT. Indobuana Autoraya as car manufacturers (Single Agent Brand) in Indonesia to handle the crisis. Theory used is the definition of communication, activity, function, and role of PR, PR purposes, the definition of a crisis, crisis management, pr efforts in crisis management approaches in public relations, public. Methodology of research used is qualitative, with descriptive research and using interviews and observation. Key informants in this study were Mr. Paul B Suranto as CEO of PT. Indobuana Autoraya as ATPM (sole agent) Volvo in Indonesia. While the informants in this study is Eka Purwantin (Promotion & Customer Relations Dept. PT . Indobuana Autoraya), Selvirius Arga Harya (Vice- chairman of the Volvo Club Of Indonesia), Widho Agung (user Volvo), Yoga (Volvo users . Data analysis techniques using triangulation. Research of results shows that there are several factors that cause the public crisis on Volvo cars in Jakarta, preceded by declining sales graph that occurs due to several factors, including the price of expensive parts, certain parts need to pivot (not ready stock and must order to the central plant), the location of the consumer feels the dealer is quite far away, form a less attractive car, consumption wasteful of fuel, service station network is less, the price of re -sales is less attractive Volvo, information and support new users less. PR perform a variety of ways so that the image of the Volvo back up. Among branding (by way of advertising and exhibitions held in various strategic places in Jakarta), entered into a collaboration with Volvo in Jakarta community in particular and Indonesia in general, held a bazaar spare parts for Volvo various types of old until recently, held a promotional discount service, making Volvo the center point in the market week, making Volvo shuttle service, providing services flying mechanic, making Volvo mini magazine for customers. Volvo 's image of the business at this time go up though not optimally. The conclusion of this study is a public crisis that occurs when the public relations PT.Indobuana Autoraya is able to be handled well , although the outcome is not maximized.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 0910411107] [Pembimbing : Eka Apriesti] [Penguji Lembaga : Kusumajanti] [Penguji Utama : Fredy B.L. Tobing] |
| Uncontrolled Keywords: | - |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Muamar Khadafi |
| Date Deposited: | 11 Jun 2024 02:22 |
| Last Modified: | 11 Jun 2024 02:22 |
| URI: | http://repository.upnvj.ac.id/id/eprint/30183 |
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