DAFTAR ISI
Cover ..................................................................................................................... i Lembar pengesahan .............................................................................................. ii Halaman Persembahan ........................................................................................ iii Kata Pengantar .................................................................................................... iv Abstract ................................................................................................................ v Intisari ................................................................................................................. vi Daftar Isi............................................................................................................. vii Daftar Tabel ...................................................................................................... viii Daftar Gambar ..................................................................................................... ix Daftar Singkatan.................................................................................................. ix BAB I PENDAHULUAN A. Latar Belakang ................................................................................................ 1 B. Rumusan Masalah ........................................................................................... 3 C. Tujuan Penelitian ............................................................................................. 3 D. Manfaat Penelitian ........................................................................................... 4 E. Kerangka Pemikiran ........................................................................................ 4 1.
Komunikasi Organisasi ............................................................................ 4
2.
Strategi Komunikasi ................................................................................. 5
F. Model Penelitian............................................................................................ 10 G. Kerangka Konsep .......................................................................................... 11 H. Metodologi Penelitian ................................................................................... 12 1. Metode Penelitian .................................................................................... 12 2. Lokasi dan Durasi Penelitian ................................................................... 15 3. Fokus Penelitian ...................................................................................... 15 4. Sumber Data ............................................................................................ 16 a. Data Primer........................................................................................ 16
viii
b. Data Sekunder ................................................................................... 16 5. Teknik Pengumpulan Data ...................................................................... 17 a. Wawancara Mendalam ...................................................................... 17 b. Wawancara Kelompok ...................................................................... 18 c. Observasi ........................................................................................... 18 d. Dokumentasi ...................................................................................... 18 6. Teknik Penentuan Informan .................................................................... 19 7. Teknik Analisa Data ................................................................................ 19 8. Pengecekan Keabsahan temuan............................................................... 21 9. Limitasi Penelitian ................................................................................... 21 BAB II KOMUNIKASI KORPORAT A. Sebuah Tinjauan Fungsi dari Public Relations ke Komunikasi Korporat..... 22 1. Public Relations(PR) sebagai Fungsi Manajemen .................................. 22 2. Pentingnya Komunikasi Korporat ........................................................... 24 B. Berkomunikasi secara Strategis ..................................................................... 25 1. Strategi Persuasi ...................................................................................... 25 a. Strategi Persuasi Dinamika Psikis ..................................................... 26 b. Strategi Persuasi Sosial Budaya ........................................................ 27 c. Strategi Persuasi Rekonstruksi Makna .............................................. 28 2. Perencanaan Komunikasi Korporat ......................................................... 29 a. Analisis Situasi .................................................................................. 30 b. Menyusun Strategi Komunikasi ........................................................ 31 c. Menentukan Sumber Daya yang Digerakkan .................................... 32 d. Menyebarkan Informasi ..................................................................... 32 e. Umpan Balik dan Evaluasi (Penyesuaian)......................................... 33 C. Mengembangkan Strategi Komunikasi Korporat .......................................... 33 1. Menentukan Tujuan Komunikasi ............................................................ 34 2. Menganalisis Pengirim Pesan .................................................................. 34 3. Menganalisis Audiens ............................................................................. 36 4. Mendiagnosis Situasi Manajemen ........................................................... 37
ix
5. Memilih Media yang Tepat ..................................................................... 37 6. Mendesain Pesan Komunikasi................................................................. 38 7. Respon Konstituen .................................................................................. 38 D. Tim/Kelompok Kerja .................................................................................... 38 E. Stakeholder Perusahaan ................................................................................. 40 1. Menentukan Stakeholder Perusahaan .................................................... 40 2. Mengelola Stakeholder Perusahaan ....................................................... 41 BAB III PROFIL OBYEK PENELITIAN A. Gambaran Umum tentang Bandara Internasional Lombok ........................... 43 1. Sejarah dan Latar Belakang Pembangunan BIL...................................... 43 2. Lokasi dan Nama ..................................................................................... 45 3. Rencana Pengembangan .......................................................................... 46 4. Perasionalisasi Bandara ........................................................................... 48 5. Bidang Usaha di Bandara Internasional Lombok (BIL) ......................... 49 6. Permasalahan di Bandara Internasional Lombok (BIL) .......................... 49 B. PT Angkasa Pura I (Persero) Cabang Bandara Internasional Lombok ......... 52 1. Visi, Misi, dan Nilai ............................................................................... 52 2. Komunikasi Internal ............................................................................... 54 3. Program Kemitraan dan Bina Lingkungan ............................................ 55 4. Stakeholders Perusahaan ........................................................................ 57 a. Pemerintah ......................................................................................... 57 b. Komunitas Lokal ............................................................................... 58 c. Tim Tiga Belas .................................................................................. 59 d. Koperasi Karyawan Angkasa Pura (Kokapura)................................. 60 e. KSU Bil Local Transport ................................................................... 60 C. Profil Lingkungan Eksternal Perusahaan .................................................... 61 1. Gambaran Masyarakat Lingkar Bandara ................................................ 61 2. Komunitas PKL dan Latar Belakang Maraknya PKL ............................ 64 3. Mobilitas PKL ........................................................................................ 65 4. PKL Benih Potensial Wirausaha ............................................................ 66
x
5. Fenomena TKI/TKW ............................................................................. 67 BAB IV STRATEGI KOMUNIKASI YANG TERINTEGRASI DALAM PENERTIBAN PKL DI BANDARA A. Kompleksitas Masalah PKL .......................................................................... 69 1. Asal Usul Maraknya PKL di Bandara ..................................................... 70 a. Janji-Janji Pemerintah Menjadi Alasan Berjualan............................. 70 b. Hubungan Emosional sebagai Penyebab Tim dan Petugas Penertiban Tidak Bisa Bertindak Tegas terhadap PKL ....................................... 72 2. Kendala dalam Melaksanakan Upaya Persuasi ....................................... 73 3. Proses Mengubah Perilaku ...................................................................... 74 4. Bahasa sebagai Kendala dalam Komunikasi ........................................... 78 B. Akar Permasalahan ........................................................................................ 80 1. Secara Internal ......................................................................................... 80 a. Tim Kerja yang Tidak Solid .............................................................. 80 2. Secara Eksternal ...................................................................................... 82 a. Pemahaman PKL yang Tidak Akurat ................................................ 82 b. Desakan Ekonomi .............................................................................. 84 c. Tradisis Masyarakat ........................................................................... 86 C. Strategi Komunikasi PT AP-I (Persero) Cabang Bandara Internasional Lombok (BIL) ............................................................................................... 87 1. Tujuan Komunikasi ................................................................................. 87 a. Mempengaruhi Sikap ......................................................................... 88 b. Mengubah Perilaku ............................................................................ 89 2. Analisis Audiens...................................................................................... 90 a. Audiens Perusahaan ........................................................................... 91 b. Identifikasi Audiens ........................................................................... 94 3. Situasi Manajemen .................................................................................. 98 4. Pengirim Pesan ...................................................................................... 104 5. Memilih Media Penyampaian Pesan ..................................................... 108 6. Menyusun Pesan .................................................................................... 110
xi
D. Uraian Strategi Aksi dalam Masing-Masing Tahap .................................... 112 1. Tahap Pertama: Pembentukan Tim Penertiban PKL di Bandara (Januari 2013 – Maret 2014) ....................................................................... 112 2. Tahap Pertama: Pembentukan Satgas yang Diintegrasikan dengan Kokapura (Maret 2014 – Mei 2014)............................................................ 117 3. Tahap Pertama: Pengelolaan PKL oleh Koperasi Serba Usaha (KSU) BIL Lokal Transpor(Mei 2014 – Sekarang) ................................................ 121 E. Menciptakan Peluang dari Tantangan yang Ada ......................................... 123 F. Pembahasan ................................................................................................. 125 1. Kekuatan ................................................................................................ 126 2. Kelemahan ............................................................................................. 127 3. Ringkasan .............................................................................................. 128 BAB V KESIMPULAN A. Kesimpulan ............................................................................................... 130 B. Saran ......................................................................................................... 132 DAFTAR PUSTAKA ..................................................................................... 134 DAFTAR LAMPIRAN Lampiran I Transkrip Hasil Wawancara Mendalam .......................................... xv Lampiran II Transkrip Hasil Wawancara Kelompok ....................................... xxx
xii