Peran Strategi Komunikasi Korporasi pada PT Nojorono Tobacco International

Evangelia Pranoto; Indi Djastuti

doi:10.29040/jap.v23i2.7125

Peran Strategi Komunikasi Korporasi pada PT Nojorono Tobacco International

Evangelia Pranoto, Indi Djastuti

Abstract

Penelitian ini berfokus pada esensi komunikasi korporasi pada PT Nojorono Tobacco International sebagai industri rokok yang berdiri lebih dari 90 tahun. Secara kualitatif deskriptif, peneliti melakukan pendekatan studi kasus ganda dengan beragam pola pertanyaan serupa untuk sepuluh responden internal dan eksternal perusahaan. Kajian komunikasi korporasi banyak dilakukan, namun literatur mengenai peran komunikasi korporasi dalam industri rokok yang dikelola secara kekeluargaan belum pernah dilakukan. Penelitian ini menghasilkan komunikasi perusahaan dapat berpengaruh pada keunggulan bersaing melalui dimensi fleksibilitas, penentuan strategi, asset tak berwujud, dan operasional.

Keywords

Komunikasi korporasi, industri rokok, industri keluarga, reputasi perusahaaan

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DOI: http://dx.doi.org/10.29040/jap.v23i2.7125