Stakeholder Relationship Management Pada Startup Sosial Campaign Dalam Menjalankan Program Matchmaking Social Organizations

Dwina, Aileen Mayda and Syahirul Alim, S.Sos., M.Si. (2024) Stakeholder Relationship Management Pada Startup Sosial Campaign Dalam Menjalankan Program Matchmaking Social Organizations. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini membahas implementasi relationship management yang diterapkan oleh Campaign, khususnya tim Outreach, dalam konteks pelaksanaan program Matchmaking Social Organizations. Relationship management merupakan aspek kritis dalam manajemen komunikasi tim Outreach, yang signifikan dalam menentukan keberhasilan program Matchmaking Social Organizations. Dalam konteks pelaksanaan program tersebut, relationship management dilakukan terhadap stakeholders yang terlibat, yaitu Organizers. Hubungan yang kuat dengan Organizers dapat mendorong Organizers untuk menjalin kemitraan jangka panjang dengan Campaign. Penelitian ini mengadopsi teori relationship management atau organization-public relationship (OPR) dengan fokus pada strategi pengembangan hubungan dan metode pengukuran kualitas hubungan. Tujuan penelitian ini adalah mengetahui bagaimana stakeholders relationship management Campaign dalam menjalankan program Matchmaking Social Organizations dan mengetahui kualitas hubungan (outcomes) yang dihasilkan dari praktik relationship management tersebut. Metode yang digunakan dalam penelitian ini adalah metode penelitian kualitatif dengan teknik pengumpulan data melalui wawancara mendalam dan dokumentasi. Teknik penentuan informan yang digunakan adalah snowball sampling. Sebanyak lima informan dilibatkan dalam penelitian ini, yaitu dua staf Outreach Campaign dan perwakilan dari tiga Organizers. Analisis data yang digunakan adalah teknik analisis data interaktif. Penelitian menunjukkan bahwa Outreach efektif menerapkan teori manajemen hubungan dalam Matchmaking, dengan menyediakan platform akses informasi dan aktif mendampingi Organizers melalui guidebook. Outreach juga menggunakan NPS form untuk mengumpulkan aspirasi dan memperkuat jaringan melalui kerjasama dengan KOL dan pemimpin sosial, meningkatkan kepuasan dan kontrol mutualitas di antara Organizers. Meski ada ketidakpastian tentang integritas dan komitmen jangka panjang, kebanyakan Organizers merasa puas dengan transparansi dan perlakuan Outreach, serta mengakui kompetensi dan dependabilitasnya dalam menjalankan program

English Abstract

This study discusses the implementation of relationship management applied by the Campaign, particularly the Outreach team, in the context of executing the Matchmaking Social Organizations program. Relationship management is a critical aspect in the communication management of the Outreach team, which is significant in determining the success of the Matchmaking Social Organizations program. In the context of this program, relationship management is carried out towards the involved stakeholders, namely the Organizers. Strong relationships with Organizers can encourage them to establish long-term partnerships with the Campaign. This research adopts the theory of relationship management or organization-public relationship (OPR) with a focus on relationship development strategies and methods for measuring relationship quality. The aim of this study is to determine how the Campaign's stakeholder relationship management operates within the Matchmaking Social Organizations program and to ascertain the quality of relationships (outcomes) produced from these relationship management practices. The method used in this research is qualitative research with data collection techniques through in-depth interviews and documentation. The technique for determining informants used snowball sampling. Five informants were involved in this study, including two Outreach Campaign staff and representatives from three Organizers. The data analysis technique used is interactive data analysis. The study shows that Outreach effectively implements relationship management theory in Matchmaking, by providing an information access platform and actively supporting Organizers through a guidebook. Outreach also uses an NPS form to collect aspirations and strengthen the network through cooperation with KOLs and social leaders, enhancing satisfaction and mutual control among Organizers. Despite uncertainties about integrity and long-term commitment, most Organizers are satisfied with the transparency and treatment from Outreach, and they recognize its competence and dependability in running the program.

Item Type:	Thesis (Sarjana)
Identification Number:	0524110092
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
Depositing User:	Sugeng Moelyono
Date Deposited:	04 Dec 2024 06:43
Last Modified:	04 Dec 2024 06:43
URI:	http://repository.ub.ac.id/id/eprint/230225

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