STRATEGI KOMUNIKASI PERUSAHAAN PT JASA MARGA (PERSERO) TBK DALAM MEMBANGUN HUBUNGAN DENGAN PUBLIK MELALUI MEDIA SOSIAL TAHUN 2025

Raishya Nazli Fiorenza, . (2026) STRATEGI KOMUNIKASI PERUSAHAAN PT JASA MARGA (PERSERO) TBK DALAM MEMBANGUN HUBUNGAN DENGAN PUBLIK MELALUI MEDIA SOSIAL TAHUN 2025. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to describe the corporate communication strategy of PT Jasa Marga (Persero) Tbk in building relationships with its publics through social media in 2025. The research employed a descriptive qualitative approach within a constructionism paradigm. Five informants from the Corporate Communication Department were selected using purposive sampling. Data were collected through observation, in-depth interviews, and documentation, and were analyzed using Miles and Huberman's Interactive Data Analysis Model with data triangulation to ensure validity. The findings reveal that PT Jasa Marga's social media communication strategy is implemented through an approach that aligns with the principles of Grunig’s (1992) Excellence Theory. This includes managing communication as a strategic managerial function, applying two-way communication that varies between symmetrical and asymmetrical approaches (mixed-motive model), and continuously listening to and adapting messages based on public needs. Through various communication initiatives introduced in 2025, all five dimensions of Organization-Public Relationship, trust, openness, involvement, investment, and commitment, were reflected in the company's communication practices. As a result, social media has been successfully positioned as a strategic tool for fostering sustainable relationships with the public. Keywords: Communication Strategy, Corporate Communication, Social Media, Excellence Theory, Organization-Public Relationship

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2210411020] [Pembimbing: Uljanatunnisa] [Penguji 1: Yani Hendrayani] [Penguji 2: Garcia Krisnando Nathanael]
Uncontrolled Keywords: Communication Strategy, Corporate Communication, Social Media, Excellence Theory, Organization-Public Relationship
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)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: RAISHYA NAZLI FIORENZA
Date Deposited: 25 Aug 2026 15:29
Last Modified: 25 Aug 2026 15:29
URI: http://repository.upnvj.ac.id/id/eprint/52704

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