Strategi Komunikasi Departemen Marketing Telkom University Melalui Community Relations Semasa Pandemi Covid 19

Mileyanda Qurrota A’yun, Indra Novianto Adibayu Pamungkas

Abstract

Abstract The phenomenon of the COVID-19 pandemic has an impact on the economy as well as the adjustment of the company's or agency's communication strategy to survive. One way is to utilize and maintain various marketing elements that help the agency survive. This study aims to describe the communication strategy of the Marketing Department of Telkom University through community relations during the COVID 19 pandemic. The research method used is a qualitative approach with an interpretive descriptive method with qualitative data analysis of the Milesand Huberman model. In this study, data collection techniques were conducted through interviews, documentation, and literature study.The communication strategy by the Marketing Department of Telkom University through community relations during the COVID-19 pandemic is very important to be carried out optimally. This is continuous with relations with local communities and UKM (Student Activity Units) which help the Marketing Department of Telkom University to be well maintained. The results in this study show that as a communication liaison and coordination flow as well as one-stop bureaucracy using a WhatsApp Group and Zoom Meeting. In terms of community relations, which are trying to be implemented between the Marketing Department of Telkom University and the local community, the collaborative environment they create is professional and familial. Keywords: Communication, Communication Strategy, Community Relations Abstrak Fenomena pandemi COVID 19 berdampak pada perekonomian maupun penyesuaian strategi komunikasi perusahaan atau instansi agar tetap bertahan. Salah satu caranya dengan memanfaatkan dan menjaga berbagai elemen pemasaran yang membantu agar instansi tetap bertahan. Penelitian ini memiliki tujuan untuk mendeskripsikan strategi komunikasi Departemen Marketing Telkom University melalui community relations semasa pandemi COVID 19. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan metode deskriptif interpretatif dengan analisis data kualitatif model Miles dan Huberman. Pada penelitian ini teknik pengumpulan data melalui wawancara, dokumentasi dan studi kepustakaan. Strategi komunikasi oleh Departemen Marketing Telkom University melalui community relations semasa pandemi COVID 19 begitu penting dilakukan secara maksimal. Hal tersebut berkesinambungan terhadap relasi dengan komunitas maupun UKM (Unit Kegiatan Mahasiswa) daerah yang membantu Departemen Marketing Telkom University agar terjaga baik. Hasil dalam penelitian ini menunjukkan sebagai penghubung komunikasi dan alur koordinasi serta birokrasi secara satu pintu menggunakan sebuah Group Whatsapp dan juga Zoom Meeting. Secara community relations yang berusaha diterapkan antara Departemen Marketing Telkom University dengan pihak komunitas daerah, lingkungan kerja sama yang mereka ciptakan secara profesional dan kekeluargaan. Kata Kunci: Komunikasi, Strategi Komunikasi, Community Relations

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