Hidayat, Ramadhana Nuril Izzati and Susilowati, S.Sos., M.AB (2024) Evaluasi Kinerja Employee Influencer Dalam Membangun Brand Image Perusahaan di PT Petrokimia Gresik. Diploma thesis, Universitas Brawijaya.
Abstract
PT Petrokimia Gresik menghadapi potensi krisis di media sosial seperti beredar isu hoax terkait perusahaan, termasuk lowongan kerja palsu, tuduhan recruitment yang tidak transparan, serta penjualan pupuk ilegal yang mengatasnamakan perusahaan. Untuk menjaga dan memperbaiki brand image perusahaan, Departemen Komunikasi Korporat PT Petrokimia Gresik membuat program employee influencer. Tujuan penelitian ini yaitu peneliti ingin mengetahui evaluasi kinerja Employee Influencer dalam membangun brand image perusahaan di PT. Petrokimia Gresik. Teori yang digunakan peneliti yaitu Teori AIDA (Attention, Interest, Desire, Action). Metode penelitian yang digunakan adalah kualitatif deskriptif dengan pengumpulan data melalui wawancara, observasi, dan dokumentasi. Dengan adanya program ini, Employee Influencer memiliki dapat menjadi garda terdepan dalam menangani isu hoax tentang perusahaan, dan PT Petrokimia Gresik juga dapat meningkatkan brand image perusahan dengan lebih baik.
English Abstract
PT Petrokimia Gresik faces potential crisis in social media such as hoax issues related to the company, including fake job vacancies, accusations of non-transparent recruitment, and illegal fertilizer sales on behalf of the company. To maintain and improve the company's brand image, the Corporate Communication Department of PT Petrokimia Gresik created an employee influencer program. The purpose of this study is that researchers want to know the performance evaluation of Employee Influencer in building the company's brand image at PT Petrokimia Gresik. The theory that the researchers used the AIDA Theory (Attention, Interest, Desire, Action). The research method used is descriptive qualitative with data collection through interviews, observation, and documentation. With this program, Employee influencer can be the front guard in handling hoax issues about the company, and PT Petrokimia Gresik can also improve the company's brand image better.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0524170326 |
| Uncontrolled Keywords: | PT Petrokimia Gresik, Employee Influencer-PT Petrokimia Gresik, Employee Influencer |
| Divisions: | Program Vokasi > D3 Administrasi Bisnis |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 29 Jul 2024 02:43 |
| Last Modified: | 29 Jul 2024 02:43 |
| URI: | http://repository.ub.ac.id/id/eprint/223174 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
Ramadhana Nuril Izzati Hidayat.pdf Restricted to Registered users only Download (3MB) |
Actions (login required)
 |
View Item |