ABSTRAK

Hanifa D1C115057, 2019 “Implementasi Program Community Development PT. Netmediatama Televisi Dalam Upaya Meningkatkan Brand Image Melalui Komunitas NET. Good People Kalimantan Selatan”, Dibawah Bimbingan Sri Astuty dan Sarwani.

Penelitian ini bertujuan untuk mengetahui program – program Community Development PT. Netmediatama Televisi yang telah dijalankan, implementasinya melalui komunitas NET. Good People, serta mengetahui kendala program sebagai upaya meningkatkan brand image perusahaan.

Penelitian ini merupakan penelitian deskriptif dengan pendekatan kualitatif. Penentuan subjek penelitian ini menggunakan teknik purposive sampling. Teknik pengumpulan data yang digunakan adalah wawancara, observasi partisipatif, dan dokumentasi. Analisis data dilakukan menggunakan reduksi data, penyajian data, dan penarikan kesimpulan. Pemeriksaan keabsahan data dilakukan dengan triangulasi sumber, triangulasi metode, dan triangulasi teori.

Hasil penelitian menunjukkan bahwa bentuk-bentuk implementasi program Community Development NET. terbagi ke dalam tiga pendekatan perencanaan pengembangan masyarakat (community development approach) yakni Development for Community, Development with Community, dan Development of Community. Program Community Development NET. yang dilakukan berhasil untuk meningkatkan brand image perusahaan, hal ini bisa dilihat dari Segmentasi Pasar dimana segmentasi umur target anggota komunitas sesuai dengan segmentasi umur target konsumen perusahaan, Dampak berupa penghargaan yang didapatkan dan peningkatan jumlah anggota yang signifikan, serta Responsif anggota komunitas NET. Good People yang positif terhadap program-program perusahaan. Kendala yang dihadapi oleh perusahaan lebih kepada kendala personal anggota dan koordinasi kepada komunitas.

Kata Kunci : Implementasi, Community Development, Brand Image

ABSTRACT

Hanifa D1C115057, 2019 "Implementation of the PT. Netmediatama Television Community Development program in an effort to improve brand image through the NET. Good People community South Kalimantan", Supervised by Sri Astuty and Sarwani.

This research aims to determine the Community Development programs of PT. Netmediatama Television that have been implemented, to determine the implementation of the NET. Good People community, and to know programs that constraint as an effort to improve the company's brand image.

This research is a descriptive research with a qualitative approach. The subjects of this research were determined by using purposive sampling technique. The techniques in collecting the data were interviews, participatory observation, and documentation. The data analysis was performed using data reduction, data presentation, and conclusion drawing. The validity of the data was done by source triangulation, method triangulation, and theory triangulation.

The results of the study indicate that the forms of the implementation of the NET Community Development program are divided into three community development planning approaches, namely Development for Community, Development with Community, and Development of Community. NET Community Development Program has done successfully to improve the company's brand image that can be seen from Market Segmentation where the age segment of the community members target is in accordance with the age segmentation of the company’s target customers,, the impact of the rewards obtained and a significant increase in the number of members, as well as responsive members of the NET. Good People community towards company programs. The obstacles faced by the company are more to the personal obstacles of members and the coordination to the community.

Keywords: Implementation, Community Development, Brand Image