STRATEGI KOMUNIKASI EVENT ORGANIZER CV CN CORPORATION DALAM MEMPERTAHANKAN EKSISTENSI DI TENGAH PANDEMI COVID - 19

Abstract

Abstrak

            Tujuan dari penelitian ini yaitu untuk mengetahui strategi komunikasi CV CN Corporation dalam mempertahankan eksistensi di tengah Pandemi Covid-19. Penelitian yang berlokasi di Event Organizer CV CN Corporation ini menggunakan pendekatan kualitatif. Informan dipilih menggunakan Teknik purposive sampling, sehingga terpilihlah dua informan utama, yakni, Direktur Utama dan Manager Production dari CV CN Corporation. Teknik pengumpulan data adalah wawancara mendalam, studi dokumentasi dan observasi nonpartisipatif. Teknik yang digunakan dalam menguji keabsahan data adalah menggunakan metode triangulasi sumber. Data penelitian yang berhasil didapat selanjutnya dianalisis menggunakan teknik analisis data model Miles dan Huberman yaitu pengumpulan data, reduksi data, penyajian data dan penarikan kesimpulan. Hasil penelitian menunjukan bahwa strategi komunikasi event organizer CV CN Corproation dalam mempertahankan eksistensi di tengah Pandemi Covid-19 mencakup tahap penelitian (research) dilakukan dengan melakukan pengamatan terhadap trend pasar dan perkembangan kebijakan penanganan pandemi Covid – 19, tahap perencanaan (plan) event dilakukan dengan menyusun elemen penyelenggaraan event yang dibutuhkan selama pandemi Covid – 19, tahap pelaksanaan (execute) dilakukan ketika permintaan penyelenggaraan event sudah mulai diterima oleh CV CN Corporation. CV CN Corporation mengerjakan event daring, campuran, dan luring dengan mayoritas klien berasal dari pemerintah daerah, instansi pendiikan, dan korporasi, tahap pengukuran (measure) dilakukan dengan metode yang kurang ilmiah.

Kata Kunci: Strategi Komunikasi, Mempertahankan Eksistensi, Pandemi Covid-19Abstract

            The purpose of this study is to find out the communication strategy of CV CN Corporation in maintaining its existence in the midst of the Covid-19 Pandemic. This research, which is located at the CV CN Corporation Event Organizer, uses a qualitative approach. The informants were selected using a purposive sampling technique, so that two main informants were selected, namely, the President Director and the Production Manager from CV CN Corporation. Data collection techniques are in-depth interviews, documentation studies and non-participatory observation. The technique used in testing the validity of the data is using the source triangulation method. The research data that was obtained were then analyzed using data analysis techniques using the Miles and Huberman model, namely data collection, data reduction, data presentation and conclusion drawing. The results showed that the event organizer CV CN Corproation's communication strategy in maintaining existence in the midst of the Covid-19 Pandemic included the research stage carried out by observing market trends and policy developments for handling the Covid-19 pandemic, the event planning stage was carried out by compiling elements of organizing events that are needed during the Covid-19 pandemic, the implementation stage (execute) is carried out when the request for event organization has begun to be received by CV CN Corporation. CV CN Corporation works on online, mixed, and offline events with the majority of clients coming from local governments, educational institutions, and corporations, the measurement stage is carried out with less scientific methods.

Keyword: Communication Strategy, Maintaining Existence, Covid-19 Pandemic