STRATEGI REBRANDING ORGANISASI PERHIMPUNAN HUBUNGAN MASYARAKAT (Studi pada Pengurus Perhimpunan Hubungan Masyarakat Muda Malang Raya)
| Main Author: | Khusnaini, Ludwika |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/58379/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/58379/2/BAB%20I.pdf http://eprints.umm.ac.id/58379/3/BAB%20II.pdf http://eprints.umm.ac.id/58379/4/BAB%20III.pdf http://eprints.umm.ac.id/58379/5/BAB%20IV.pdf http://eprints.umm.ac.id/58379/6/BAB%20V.pdf http://eprints.umm.ac.id/58379/7/BAB%20VI.pdf http://eprints.umm.ac.id/58379/8/LAMPIRAN.pdf http://eprints.umm.ac.id/58379/ |
Daftar Isi:
- In 2016-2017 PERHUMAS Muda Malang Raya organization began to form and compare itself again after 3 years of vacuum. The rebranding is due to several factors, including repairing and updating the image; the desire to give birth to professional public relations candidates who have soft skills and public relations hard skills and so on. Therefore, the purpose of this study is to find out how the rebranding strategy carried out by PERHUMAS Muda Malang Raya. Rebranding aims to form a new identity and image for an organization or company. Muzzelec, has formulates the stages of rebranding namely repositioning, redesign, nemaning and relaunching. To find out the stages of rebranding PERHUMAS Muda Malang Raya, the research conducted a research with a qualitative descriptive approach with collection techniques through interviews, observation and documentation. To obtain the data needed, researchers chose the Purpossive Sampling technique, the selection subjects based on certain criteria. In this case the researcher obtained as many as 12 subjects studied. The results of the study showed that the rebranding strategy by PERHUMAS Muda Malang Raya applied Phase-In/Phase Out Strategy and applied one of the four elements of rebranding theory proposed by Muzzelec, namely Repositioning. Included in the rebranding level at the Intermediate Change level is a change that focuses on changing the positioning and use of market strategies, especially communication to build a new image.