Hanamari, . (2026) STRATEGI KOMUNIKASI PUBLIK KEMENTERIAN KEUANGAN DALAM MENJAGA CITRA INSTITUSIONAL PADA MASA PERUBAHAN KEPEMIMPINAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The leadership transition at the Ministry of Finance of the Republic of Indonesia from Sri Mulyani Indrawati to Purbaya Yudhi Sadewa occurred amid a national socio-political turmoil in August 2025, creating significant pressure on the institutional image of the Ministry of Finance and driving the need for a public communication strategy capable of maintaining public perception stability. This study aims to analyze how the Ministry of Finance managed its public communication to maintain institutional image consistency and the actions taken in issue and narrative management during the leadership transition. This study employed a qualitative approach with a case study method, where data were collected through in-depth interviews with internal parties of the Communication and Information Services Bureau of the Ministry of Finance, with analysis referring to Jefkins' concept of institutional image. The results indicate that the public communication strategy was built through centralized narrative formulation executed across two different public channels, as an effort to establish an institutional image that does not rely on the individual figure of the minister. Issue management was carried out through daily monitoring, stakeholder mapping, nonconfrontational narrative delivery, and periodic evaluation. Nevertheless, this strategy has limitations in controlling public perception influenced by the emotional attachment of the public toward the previous leadership figure
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.panggil :2210411277] [Pembimbing : Yani Hendrayani] [Penguji 1 : Yudie Aprianto] [Penguji 2 : Aan Setiadarma] |
| Uncontrolled Keywords: | The leadership transition at the Ministry of Finance of the Republic of Indonesia from Sri Mulyani Indrawati to Purbaya Yudhi Sadewa occurred amid a national socio-political turmoil in August 2025, creating significant pressure on the institutional image of the Ministry of Finance and driving the need for a public communication strategy capable of maintaining public perception stability. This study aims to analyze how the Ministry of Finance managed its public communication to maintain institutional image consistency and the actions taken in issue and narrative management during the leadership transition. This study employed a qualitative approach with a case study method, where data were collected through in-depth interviews with internal parties of the Communication and Information Services Bureau of the Ministry of Finance, with analysis referring to Jefkins' concept of institutional image. The results indicate that the public communication strategy was built through centralized narrative formulation executed across two different public channels, as an effort to establish an institutional image that does not rely on the individual figure of the minister. Issue management was carried out through daily monitoring, stakeholder mapping, non- confrontational narrative delivery, and periodic evaluation. Nevertheless, this strategy has limitations in controlling public perception influenced by the emotional attachment of the public toward the previous leadership figure. |
| Subjects: | J Political Science > JF Political institutions (General) J Political Science > JS Local government Municipal government Q Science > Q Science (General) |
| 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: | HANAMARI |
| Date Deposited: | 31 Aug 2026 03:53 |
| Last Modified: | 31 Aug 2026 07:21 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53713 |
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