PERAN HUMAS DALAM MENINGKATKAN LOYALITAS STAKEHOLDERS UNIVERSITAS AHMAD DAHLAN
DOI:
https://doi.org/10.21831/informasi.v47i1.14885Keywords:
Public Relations, Loyalty, StakeholdersAbstract
Universitas Ahmad Dahlan (UAD) have formed the public relations as liaison to
outsiders (spokesman). With the UAD's Public Relations, expected various public
interest and the interests of the organization can run together. Programs and strategy
has been conducted by UAD's Public Relations to have good relations with stakeholders
of UAD. This research own, intended to see how the role of public relations UAD to
bolster loyalty of stakeholders. By using the case study method, with data collection
method using focus group disscussion, it is hoped the result of research is could become
basic to improving UAD's Public Relations. This research result indicates that public
relations are expected to draw up strategies appropriate to enhance loyalty stakeholders,
both in terms of the management of its own organization, communication pattern, and
management of media connection.
Universitas Ahmad Dahlan (UAD) telah membentuk bidang kehumasan sebagai
penghubung dengan pihak luar (juru bicara). Dengan adanya Humas UAD tersebut,
diharapkan berbagai kepentingan publik dan kepentingan organisasi dapat berjalan
bersama. Berbagai program maupun strategi telah dilakukan oleh Humas UAD untuk
menjalin hubungan baik dengan pihak-pihak (stakeholders) UAD. Penelitian ini sendiri,
dimaksudkan untuk mengetahui bagaimana peran humas UAD guna meningkatkan
loyalitas dari stakeholders. Dengan menggunakan metode studi kasus, dengan metode
pengumpulan data dengan menggunakan focus group disscussion, diharapkan hasil
dari penelitian ini dapat dijadikan acuan untuk perbaikan kinerja humas UAD itu
sendiri. Hasil penelitian ini menunjukkan bahwa humas diharapkan mampu menyusun
strategi-strategi yang tepat untuk dalam meningkatkan loyalitas stakeholders, baik
dari segi pengelolaan organisasi sendiri, komunikasi yang dijalankan, dan pengelolaan
media komunikasinya.
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